Search results

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.

To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.

The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.

The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.

To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.

Consumer choice theory (CCT) and the law of diminishing marginal utility help to explain shoppers that value less and prioritize needs. Additional units provide a marginal return on investment. Buying more does not mean equivalent gains for additional money spent. The researchers developed and validated the necessity shopper scale (NSS) to study need-focused shoppers.

The researchers followed standard psychometric practices to create and validate the NSS. The researchers performed item development, data collection, exploratory analysis, confirmatory factor analysis, and predictive validity analysis using survey data (N = 1,266).

Discriminant and convergent validity analyses demonstrated that the measure was distinct from existing measures. Predictive validity analysis found necessity shoppers (NS) are more likely to buy one over buy one get one half off (BOGOHO). NS were associated with a higher connection to community/group (CTCG). Higher hyperopia (i.e. disinclination to indulgence) with necessity shopping beliefs heightened this CTCG. A higher CTCG was associated with a greater likelihood to select BOGOHO.

NS (more connected to others) buy more to share with others, while buying just enough for themselves. Social connections are long-term investments involving more people and more needs to fulfill. Brands marketed with communal values and able to enhance social connections are discussed as implications to encourage NS to buy more.

This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand through the mediating role of parasocial relationships.

A quantitative research was used, and questionnaires were answered by LinkedIn users who follow at least one person they consider to be an employee advocate. A total of 390 responses were analyzed using structural equation modeling.

The results suggest that the credibility of an employee advocate positively impacts the parasocial relationship between the user and the employee, which, in turn, impacts the user’s attitude toward the brand represented by the employee advocate.

The results of this study suggest that employee advocacy on LinkedIn can shape positive attitudes toward the advocate’s brand. These findings suggest that organizations should consider employee content and credibility as strategic tools in marketing communications.

This study delineates the linkages between the credibility and content value of the employee advocate, the parasocial relationship they have with followers and their attitude toward the brand. This research contributes to the literature on employee advocacy and studies on the concepts of parasocial interactions and relationships.

Celebrity endorsements are common, especially sports celebrities. Understanding the impact such celebrities' social activism statements have on the brands the celebrities are affiliated with is particularly important. This study aims to examine how consumers respond to social statements made by both companies and sports celebrities and how those reactions influence consumer perceptions of associated brands.

A pre-test/post-test experimental design was utilized to gather responses to pro-social messages from both athletes associated with a brand and messages directly from the brands.

Messages from celebrities were evaluated as being more important than similar messages directly from the company. Parasocial relationships between the consumer and the celebrity endorser were found to increase brand support and favorable message evaluation. While parasocial relationships did not directly influence feelings of reactance, the effects on message evaluation did lead to a decrease in reactance to pro-social messages.

Findings in this paper provide guidance for brands as the brands navigate pro-social messaging and determine the brands' response to endorsers making such statements. Similarly, those advocating for social causes can benefit from the authors' findings by understanding how social messages directly from celebrities are received more favorably than messages directly from the brands.

The purpose of this paper is to examine the antecedents of customer satisfaction during mortgage purchases. Mortgage demand in the USA has reached an all-time high because of an increase in housing demand after COVID-19. Nonetheless, several customers are dissatisfied with their service providers. Customers who actively search the market gain more information about mortgage providers and use this information to define expectations for lenders. The only way there will be customer satisfaction is if lenders meet these expectations. Therefore, it is economically significant for mortgage lenders to discover the antecedents of mortgage satisfaction.

In this study, the partial least squares approach was used to test the hypothesis that satisfaction was influenced by objective knowledge, familiarity and search intensity among a sample of customers (n = 4,512) from the National Survey of Mortgage Originations who had purchased a mortgage in the USA between 2019 and 2020.

The results of structural modelling showed that familiarity (β = 0.23 and p = 0.01) with and knowledge (β = 0.16 and p = 0.01) of mortgages significantly affected consumer satisfaction during mortgage purchase. Search intensity (p = 0.01) mediated the relationship between knowledge, familiarity and satisfaction.

The primary implication is that mortgage service providers should prioritise educating customers about the mortgage buying process on their websites and in person. So managers must actively assist clients in having realistic expectations. Second, mortgage companies should establish a presence on third-party mortgage comparison websites to ensure that customers actively consider alternatives, thereby increasing customer satisfaction.

This study is unique in being an exploratory study to examine the antecedents of mortgage satisfaction using a public data set. This study uniquely examines the National Survey of Mortgage Originations data set with partial least squares approach to examine underlying customer attitudes.

The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies.

Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square.

This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively.

The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.

This study aims to explore the relationships between gender, gender identity and Word of Mouth (WOM). There are three objectives of this study. The first was to observe the impact of gender identity on WOM. The second was to examine the mediation role of self-brand connection (SBC) bridging the relationship between gender identity and WOM. The final one was to test the moderating role of gender.

The conceptual model was tested by analyzing data collected via Mturk from Americans participants who use Airbnb. Confirmatory factor analysis was conducted to evaluate the psychometric property. To test hypotheses, the structural equation model was assessed. Further, Hayes’ PROCESS was adopted to examine the mediation role of SBC. The moderation role of gender was examined by the chi-square difference test.

The research outcomes elucidated that feminine gender identity exerted a noteworthy influence on WOM communication, whereas masculine gender identity appeared to bear no significant impact on WOM. It was determined that SBC operates as a potent mediator bridging the relationship between gender identity and WOM. Gender did not demonstrate a significant moderating effect on any part of the WOM communication pathway in the context of this study.

The conclusions drawn from this research underscore that practitioners in the field of brand management should not overlook the crucial role of consumers' gender identity. It is imperative to cultivate robust, positive relationships with consumers as a strategic measure to engender favorable WOM communication.

This investigation distinguishes itself as one of the relatively scarce studies interrogating the relationship between gender identity, gender and WOM, specifically through the mediating lens of SBC. Consequently, the discoveries made herein have the potential to furnish unprecedented insights into comprehending consumer behavior in the hospitality industry with respect to WOM communication, particularly as it pertains to the dimension of gender identity.

The goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank customers through a mediating mechanism of customer participation in brand CSR movements; and (2) to analyze how relatedness-supportive CSR initiatives’ effect may be moderated by cause choice and customer-brand goal congruence.

Data were collected from 379 retail bank customers via a paper-and-pencil survey. The hypothesized moderated-mediation effects were tested using Hayes’ (2013) PROCESS (Model 3, Model 4 and Model 7).

Results show that relatedness-supportive CSR initiatives increase brand happiness among retail bank customers through increasing their participation in brand CSR movements. Furthermore, the use of customer determination in the choice of cause enhances the positive effect of relatedness-supportive CSR initiatives on customer participation in brand CSR movements. Similarly, when customers choose the cause and the customer-brand goal is congruent, the effect of relatedness-supportive CSR initiatives on brand happiness is stronger than when the customer-brand goal is incongruent and cause choice is not aligned.

This research is grounded on the relationship motivation theory (RMT), basic psychological needs theory and self-congruity theory to unpack the relationship between relatedness-supportive CSR programs on brand happiness. Integrating three research streams (i.e. CSR, brand management and retail banking), this study proposes customer participation in brand CSR movements as a novel mechanism and sheds light on how relatedness-supportive CSR interplays with cause choice/customer-brand goal congruence to affect brand happiness among retail bank customers in emerging markets.

Research on market information use in product innovation suggests that firms utilize two key strategic decision-making processes: incremental and comprehensive. Drawing from organizational information processing theory, literature implies that these processes operate differently. However, this assumption remains untested. Moreover, the degree to which a comprehensive process affects the innovation strategy outcomes depends on market information time sensitivity (MITS) and analyzability. To-date, no study has tested these assertions, either. Finally, it is suggested that meaningful market strategy is a key driver of new product success and it is important to understand how decision-making processes influence it under differing time sensitivity and analyzability.

Based on survey data from 250 Chinese firms, authors use structural equation modeling to test the hypotheses.

The results generally support authors’ contentions. More specifically, marketing strategy outcomes are influenced by marketing strategy incrementality (MSI) and marketing strategy comprehensiveness (MSC) differently. Further, time sensitivity moderates the effect of both MSI and MSC on outcomes, except for the effect of MSI on decision quality. Finally, analyzability moderates the relationships between decision making processes and certain strategy outcomes such as between MSI and meaningfulness.

Drawing from information processing theory, authors argue that incremental and comprehensive marketing strategy decision making for new product operate differentially under the same conditions. Further, the effects of these decision processes on outcomes depend on time sensitivity and analyzability of market information. Finally, auhtors argue that meaningful market strategy is a driver of success. The authors find support for most of our hypotheses and provide directions for future research.

The stock market generates massive databases of various financial companies that are highly volatile and complex. To forecast daily stock values of these companies, investors frequently use technical analysis or fundamental analysis. Data mining techniques coupled with fundamental and technical analysis types have the potential to give satisfactory results for stock market prediction. In the current paper, an effort is made to investigate the accuracy of stock market predictions by using the combined approach of variables from technical and fundamental analysis for the creation of a data mining predictive model.

We chose 381 companies from the National Stock Exchange of India's CNX 500 index and conducted a two-stage data analysis. The first stage is identifying key fundamental variables and constructing a portfolio based on that study. Artificial neural network (ANN), support vector machines (SVM) and decision tree J48 were used to build the models. The second stage entails applying technical analysis to forecast price movements in the companies included in the portfolios. ANN and SVM techniques were used to create predictive models for all companies in the portfolios. We also estimated returns using trading decisions based on the model's output and then compared them to buy-and-hold returns and the return of the NIFTY 50 index, which served as a benchmark.

The results show that the returns of both the portfolios are higher than the benchmark buy-and-hold strategy return. It can be concluded that data mining techniques give better results, irrespective of the type of stock, and have the ability to make up for poor stocks. The comparison of returns of portfolios with the return of NIFTY as a benchmark also indicates that both the portfolios are generating higher returns as compared to the return generated by NIFTY.

As stock prices are influenced by both technical and fundamental indicators, the current paper explored the combined effect of technical analysis and fundamental analysis variables for Indian stock market prediction. Further, the results obtained by individual analysis have also been compared. The proposed method under study can also be utilized to determine whether to hold stocks for the long or short term using trend-based research.