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Article
Publication date: 10 October 2023

Khalid Hussain, Asma Afzaal, Maha Khamis Al Balushi and Muhammad Junaid

The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however…

Abstract

Purpose

The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however, restaurant brands' efforts to bringing innovativeness may not yield desired results unless customers perceive them innovative. Therefore, the present study aims to investigate the role of customer perceived innovativeness (CPRI) in enhancing brand love and evangelism among customers. This study compares these effects between fast-food and continental restaurants to offer deeper insights.

Design/methodology/approach

Data were collected from 303 customers of fast-food and continental restaurants through self-administered structured questionnaire. The reliability and validity were established through confirmatory factor analysis. The hypotheses were tested using structural equation modeling and multi-group SEM with MPlus.

Findings

The findings of this study reveal that menu, experiential and promotional innovativeness dimensions of CPRI positively influence brand love. The effects of CPRI dimensions transcend to brand evangelism dimensions, i.e. brand purchase intension, positive brand referrals and oppositional brand referrals via brand love. The multi-group analysis showed that continental restaurants' menu innovativeness strongly impacts brand love and evangelism while promotional innovativeness matters more in the context of fast-food restaurants.

Practical implications

This study helps restaurant managers in devising tailor made strategies for fast-food and continental restaurants by focusing on the relevant attributes to bring innovation.

Originality/value

This research is one of the pioneering studies to investigate the relationship of CPRI with brand evangelism through the mediating role of brand love. This study also marks an initial attempt to compare fast-food and continental restaurants in the context of CPRI.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 25 October 2019

Khalid Hussain, Fengjie Jing, Muhammad Junaid, Farasat Ali Shah Bukhari and Huayu Shi

The purpose of this paper is to suggest that the effects of service quality (SQ) on outcome variables may shift over time. However, scant attention has been paid to capturing that…

Abstract

Purpose

The purpose of this paper is to suggest that the effects of service quality (SQ) on outcome variables may shift over time. However, scant attention has been paid to capturing that shift. The current study uses the theory of relationship dynamics to capture the rate and direction of change in the effects of SQ attributes on customer satisfaction (CS) and emotional attachment (EA). For this purpose, the study takes CS-velocity and EA-velocity as dynamic outcomes of SQ.

Design/methodology/approach

A sample of 306 restaurant consumers responded to a structured questionnaire at three points in time. Confirmatory factor analysis was carried out, followed by analysis of the data through latent growth curve modeling using MPlus (Version 8.1).

Findings

SQ attributes positively affect CS and EA, but these effects diminish over time, as SQ attributes negatively influence CS-velocity and EA-velocity. In addition, the study demonstrates that dynamic elements strongly impact behavioral intentions (BI).

Practical implications

The study enables service and relationship marketing managers to better understand the role of SQ attributes in maintaining longitudinal satisfaction, attachment and BI. The insights from this longitudinal investigation help managers to formulate long-term service management and relationship management strategies.

Originality/value

This study is the first attempt to examine SQ’s dynamic outcomes using longitudinal panel data. It is the first study to introduce EA-velocity as a dynamic construct of EA and the first to examine the relationships of CS-velocity and EA-velocity with BI.

Details

Journal of Service Theory and Practice, vol. 29 no. 4
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 2 September 2020

Khalid Hussain, Fengjie Jing, Muhammad Junaid, Qamar Uz Zaman and Huayu Shi

This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this purpose…

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Abstract

Purpose

This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this purpose, the current study links the branding literature to hospitality research and offers a novel framework by incorporating customers’ co-creation experience, customer brand engagement, emotional brand attachment and customer satisfaction in an integrated research model.

Design/methodology/approach

Data were collected from 421 diners at Chinese hotpot restaurants via a self-administered questionnaire. The reliability and convergent and discriminant validities were established through confirmatory factor analysis, and then hypotheses were tested through structural equation modeling.

Findings

This study demonstrates that customers’ co-creation experience with a restaurant brand positively impacts customer brand engagement, emotional brand attachment and customer satisfaction. In addition, current study examines these relational paths at the dimensional level by taking the co-creation experience and customer brand engagement as multidimensional constructs. The resulting in-depth investigation reveals that the hedonic, social and economic experience dimensions of co-creation experience positively influence customer satisfaction, emotional brand attachment and customer brand engagement’s buying, referring, influencing and feedback dimensions.

Practical implications

This study helps relationship and brand managers better understand customer experience in co-creation settings and paves the way for managers to devise engagement strategies.

Originality/value

The current study marks an initial attempt to delineate the outcomes of customers’ co-creation experience in a realistic co-creation setting. Furthermore, the study is first of its kind that investigates the relationship of co-creation experience and customer brand engagement at the dimensional level.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 15 June 2020

Muhammad Zulfiqar, Khalid Hussain, Muhammad Usman Yousaf, Nadeem Sohail and Sadeen Ghafoor

The purpose of this paper is to examine the impact of Chinese listed family firms on lean innovation strategies. Additionally, the authors also examined the moderating role of CEO…

Abstract

Purpose

The purpose of this paper is to examine the impact of Chinese listed family firms on lean innovation strategies. Additionally, the authors also examined the moderating role of CEO compensation on the family ownership and lean innovation strategies relationship.

Design/methodology/approach

Data is obtained from CSMAR database about Chinese family firms listed at Shenzhen Stock Exchange and Shanghai Stock Exchange. Panel data comprising of firm year observations from 2007 to 2016 is analyzed using STATA.

Findings

Family firms are proactive towards research and development investment (innovation input) as well as towards patent applications (innovation output). Moreover, family firms show propensity towards patent applications and towards converting their R&D investment into granted patent applications. CEO compensation negatively moderates the nexus between family firms and lean innovation which seriously needs to be addressed to reduce agency costs.

Research limitations/implications

The study has focused on Chinese market only. The study is useful for policy makers to address the serious concerns identified in the conclusion section, i.e. effectiveness of CEO compensation in addressing the lean innovation strategies in emerging economy like that of China.

Originality/value

Given the usually considered conservative approach of family firms towards innovation, this is the first study which has tested the moderating role of CEO compensation on family firms and lean innovation relationship in an emerging economy. This study is unique because it provides a detailed analysis of lean innovation process by splitting the process into different stages. The negative moderating impact of CEO compensation raises new concerns to resolve agency conflicts.

Details

Corporate Governance: The International Journal of Business in Society, vol. 20 no. 5
Type: Research Article
ISSN: 1472-0701

Keywords

Article
Publication date: 5 October 2022

Khalid Hussain, Muhammad Junaid, Muzhar Javed, Moazzam Ali and Asif Iqbal

This study aims to investigate the effect of healthy food advertising (HFA) in preventing obesity (measured using the healthy eating attitude and perceived self-regulatory…

Abstract

Purpose

This study aims to investigate the effect of healthy food advertising (HFA) in preventing obesity (measured using the healthy eating attitude and perceived self-regulatory success) through the meta-cognitive role of consumer wisdom (CW). The meta-cognitive role of CW to better promote healthy eating attitude and behavior is relevant and underexplored.

Design/methodology/approach

Data were collected from 310 young consumers through an online survey. Reliability and validity were established using confirmatory factor analysis, and hypotheses were analyzed through structural equation modeling using MPlus V8.3.

Findings

The results reveal that HFA has a positive influence on all dimensions of CW: responsibility, purpose, perspective, reasoning and sustainability. All dimensions but one augment a positive healthy eating attitude, but only responsibility and sustainability enhance consumers’ self-regulatory success. The findings show that HFA does not directly prevent obesity, but CW mediates the relationship between that advertising and obesity prevention. These findings show that CW establishes a mindful connection between HFA and obesity control.

Research limitations/implications

This research extends the theory of CW in the context of healthful eating and contributes significantly to the advertising, hospitality and obesity literature.

Practical implications

This study also has implications for multiple stakeholders, including consumers, restaurant operators, hospitality managers, brand managers, the government and society in general.

Originality/value

To the best of the authors’ knowledge, this study marks the first attempt to investigate the role of CW in preventing obesity. It is also the first study to examine the relationships of HFA with CW and a healthful attitude toward eating.

Article
Publication date: 13 October 2022

Muhammad Junaid, Marc Fetscherin, Khalid Hussain and Fujun Hou

This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending…

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Abstract

Purpose

This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending, trash-talking and the feeling of anxiety.

Design/methodology/approach

A sample of 352 young fashion brand consumers responded to a structured questionnaire. The resulting data were analyzed with structural equation modeling in MPlus.

Findings

While brand love and brand addiction are related concepts, their effects on negative consumer behaviors differ. In the presence of brand addiction as a mediator of brand love, brand addiction has a significant effect on the three negative behaviors, and the authors observe a suppression effect of brand love on the outcome variables, with total effects (direct and indirect) being insignificant.

Research limitations/implications

The main limitation of this study was its single-country cross-sectional convenience sample.

Practical implications

While brand addiction could aid brands by leading consumers to spend excessively on them and trash-talk rival brands, it may also lead to increased consumer anxiety.

Originality/value

To the best of the authors’ knowledge, this is the first study to empirically assess the relationship between brand love and brand addiction and their effects on three distinctive negative consumer behaviors. This shows that brand love is an important antecedent of brand addiction.

Details

European Journal of Marketing, vol. 56 no. 12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 25 March 2020

Khalid Hussain, Fengjie Jing, Muhammad Junaid, Huayu Shi and Usman Baig

Contemporary scholars contend that the buyer–seller relationship is dynamic in nature, so it grows, matures and declines over time. However, most studies that adopt the dynamic…

1310

Abstract

Purpose

Contemporary scholars contend that the buyer–seller relationship is dynamic in nature, so it grows, matures and declines over time. However, most studies that adopt the dynamic perspective debates its conceptualization and how dynamic effects are captured. This scholarly discourse has led to multiple dynamic perspectives and resulted in fragmented and scattered literature on the subject. This study aims to synthesize the large body of research on dynamic perspectives in a systematic way.

Design/methodology/approach

This paper follows a systematic review approach to extract and review 192 research articles from four electronic databases: Web of Science, EBSCOhost Business, ScienceDirect and Emerald. Based on the inclusion criteria that the articles examine time-dependent relationship development in light of a generalizable dynamic perspective, 61 articles were selected for the final examination and reporting.

Findings

This review reveals that most research on the buyer–seller dynamic relationship follows at least one of four perspectives: the relationship lifecycle, relationship age, relationship velocity and the asymmetric–dynamic perspective. Each perspective offers a distinct conceptualization of relationship development and has certain advantages that enable researchers to capture information about relationships’ growth trajectory in a unique manner.

Practical implications

Firms need a set of diverse strategies for their customers, depending on the state of the relationships’ development, as strategies that pay off at initial levels may fail at later stages. This study helps managers select an appropriate dynamic perspective that best aligns with their customers’ stage of relationship development so they can devise customized relationship-management strategies.

Originality/value

To the best of the authors’ knowledge, this article is the first attempt to organize the discourse of a large body of research on dynamic perspectives, and therefore it helps academicians and practitioners to choose the dynamic perspective that best suits their objectives and research settings. This review documents key research areas that have been overlooked and highlights opportunities for future research.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 11 April 2022

Mudassir Husnain, Fauzia Syed, Khalid Hussain, Qingyu Zhang, Muhammad Usman and Muzhar Javed

Brand hate as a distinct phenomenon of consumer negativity has attracted considerable research attention in recent years. However, scant attention has been paid to explain the…

Abstract

Purpose

Brand hate as a distinct phenomenon of consumer negativity has attracted considerable research attention in recent years. However, scant attention has been paid to explain the underlying mechanism of brand hate. Therefore, the present study aims to unveil how brand hate stirs in embarrassing situations and what repercussions it ignites that deteriorate the consumer–brand relationship.

Design/methodology/approach

The present study follows a mixed-method research design by conducting in-depth interviews with 16 consumers and then collecting three waves of time-lagged data from 217 respondents of two different countries. The reliability and validity have been established through confirmatory factor analysis, and hypotheses were analyzed using structural equation modeling and moderated-mediated models.

Findings

The results of both qualitative and quantitative investigations reveal that brand embarrassment instigates brand hate, and brand hate leads to brand detachment. Brand hate also mediates the relationship between brand embarrassment and brand detachment. Consumer vanity enhances the strength of brand embarrassment's effects on brand hate. This relationship further depicts the moderated mediation pattern as consumers with high vanity traits express extreme emotions of hate and detachment from the embarrassing brands. In addition, the findings demonstrate that the moderating role of consumer vanity is more pronounced among young consumers.

Originality/value

The study marks an initial attempt to explain the whole process of brand hate by incorporating brand embarrassment, brand detachment, consumer vanity and age in an integrated moderated mediation model. The study enhances brand managers' understanding of the severity of the consequences of embarrassing situations and devising preventive strategies.

Details

Kybernetes, vol. 52 no. 10
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 15 March 2019

Muhammad Junaid, Fujun Hou, Khalid Hussain and Ali Ashiq Kirmani

The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between…

4251

Abstract

Purpose

The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.

Design/methodology/approach

A sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.

Findings

The findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.

Practical implications

This paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.

Originality/value

The paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.

Article
Publication date: 20 October 2020

Muhammad Waheed Akhtar, Muzhar Javed, Fauzia Syed, Muhammad Kashif Aslam and Khalid Hussain

Drawing on the role theory, this study examines how responsible leadership invokes whistleblowing intentions in employees by intervening through “trust in leader” and…

Abstract

Purpose

Drawing on the role theory, this study examines how responsible leadership invokes whistleblowing intentions in employees by intervening through “trust in leader” and “person-organization fit.”

Design/methodology/approach

Using the Hayes (2013) approach, the authors tested the model by collecting a multi-wave data from banking sector employees.

Findings

Results of the study show that responsible leadership kindles whistleblowing intentions in banks' employees. Further, the results reveal that both “trust in leader” and “person-organization fit” individually mediate the relationship between responsible leadership and whistleblowing intentions. Moreover, we found that the relationship between responsible leadership and whistleblowing intentions is serially mediated through “trust in leader” and “person-organization fit.”

Originality/value

The current study contributes to whistleblowing intentions and responsible leadership literature by suggesting “trust in leader” and “person-organization fit” as process through which responsible leaders kindle employee's outcomes.

Details

International Journal of Manpower, vol. 42 no. 5
Type: Research Article
ISSN: 0143-7720

Keywords

1 – 10 of 584