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Article
Publication date: 2 August 2011

Won‐Moo Hur, Kwang‐Ho Ahn and Minsung Kim

The purpose of this paper is to: analyze the effect of trust and affect toward a brand community on the commitment of brand communities; and investigate the mechanism…

25936

Abstract

Purpose

The purpose of this paper is to: analyze the effect of trust and affect toward a brand community on the commitment of brand communities; and investigate the mechanism through which the commitment of a brand community is able to increase various loyalty behaviors (e.g. repurchase intentions, positive word‐of‐mouth, and constructive complaints).

Design/methodology/approach

In order to test the hypotheses, a total of 200 Chinese female online brand community users were sampled, specifically users who had been active in the online brand community for over a year, and Partial Least Squares (PLS) analysis was performed.

Findings

The results identified the significant positive paths: brand community trust → brand community commitment; brand community affect → brand community commitment; and brand community commitment → brand loyalty behaviors. In addition brand community commitment was found to play a mediating role in the relationships between brand community trust/affect and brand loyalty. Finally, brand community commitment was seen to have a stronger effect on word‐of‐mouth than on constructive complaints.

Research limitations/implications

This study demonstrates the need to elaborate the brand community commitment construct. Specifically, attention to the underlying dimensions of commitment should identify more dynamic relationships among trust/affect, brand community commitment, and brand loyalty behaviors.

Practical implications

Marketing executives and brand managers who are considering customer loyalty improvement strategies must understand the value of managing an online brand community effectively. The findings of this study suggest significant ways to increase brand loyalty behaviors, particularly for brands seeking to broaden their appeal in the female Chinese market.

Originality/value

In contrast with the existing studies dealing with community commitment as an attitudinal antecedent of brand loyalty, this study empirically tested the mediating role of community commitment based on Baron and Kenny's logic. Moreover, the mediation was found to have a differential effect, namely a partial mediation for the relationships community trust‐repurchase intention/WOM but a full mediation for the relationship brand community affect‐constructive complaint.

Details

Management Decision, vol. 49 no. 7
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 2 September 2014

Seongho Kang, Won-Moo Hur and Minsung Kim

The purpose of this paper is to examine the validity of the already suggested positive relationship between marketing alliance orientation and market performance in a…

Abstract

Purpose

The purpose of this paper is to examine the validity of the already suggested positive relationship between marketing alliance orientation and market performance in a service context, and to investigate the mediating role of alliance marketing program creativity (AMPC) in the relationship in detail.

Design/methodology/approach

To empirically test the hypotheses, a mail survey was conducted among firms with experience of service alliances in South Korea. A 725 research sample was selected (128 responded) from a database compiled by the Korea Investors Service-Financial Analysis System which provides comprehensive corporate and financial information on firms listed on the Korea Stock Exchange. partial least squares analysis was performed to test the hypotheses.

Findings

Alliance orientation positively associated with market performance (H1), alliance orientation had a significantly positive effect on alliance marketing program meaningfulness and novelty (H2), and in turn, alliance marketing program meaningfulness and novelty had a significantly positive effect on market performance (H3). In terms of the determination of mediation type, full, or partial, the authors confirmed that the relationship between alliance orientation and market performance was fully mediated by AMPC (novelty and meaningfulness), by finding that the significantly reduced direct effect from alliance orientation to market performance in the mediation model.

Research limitations/implications

Alliance marketing program meaningfulness and novelty perform the role of full mediators, implying that the meaningfulness, and novelty of AMPC are absolutely indispensable conditions in order for alliance orientation to lead market performance. Moreover, different from the previous studies, the research suggests that alliance marketing program meaningfulness and novelty are equally important antecedents of market performance.

Originality/value

The positive relationship between alliance orientation and market performance in the service context was empirically tested, and the full mediating role of AMPC was confirmed. The importance of AMPC in the service context is highlighted.

Article
Publication date: 3 August 2015

Won-Moo Hur, Seongho Kang and Minsung Kim

The purpose of this paper is to enhance the understanding of customer-brand relationships in the international marketplace, and empirically investigates and compares the…

8578

Abstract

Purpose

The purpose of this paper is to enhance the understanding of customer-brand relationships in the international marketplace, and empirically investigates and compares the customer-brand relationship development process between Indian and Chinese markets. In detail, four out of Hofstede’s original five national culture dimensions were adopted as moderators in the process of customer-brand relationship development between two markets.

Design/methodology/approach

To test hypotheses, responses from 539 Indian and 400 Chinese mobile phone consumer samples were achieved, and the proposed model was estimated by using structural equations based on the partial least squares algorithm.

Findings

The results demonstrate that utilitarian value and brand affect play a significant role in building brand loyalty for Chinese consumers, while hedonic value and perceived risk contribute more in building brand loyalty for Indian consumers.

Research limitations/implications

This study indicated that the cultural difference affects both on brand trust formation and on the relationship between brand trust/affect and brand loyalty, implying that more customized brand management strategies should be adopted.

Practical implications

Global brand values must be communicated for each culture appropriately. It is desirable that the identified match, utilitarian value-Chinese customers and hedonic value-Indian customers, be consistently presented to each cultural market in a more integrative manner.

Originality/value

This study identified that the route from the development of value proposition to building up brand trust and brand affect is a critical step toward achieving brand loyalty in Indian and Chinese markets.

Details

Cross Cultural Management, vol. 22 no. 3
Type: Research Article
ISSN: 1352-7606

Keywords

Article
Publication date: 9 March 2012

Harvinder Singh and Vinita Sahay

This paper aims to explore the composition of “shopping experience” for shoppers in the metropolitan area of Delhi national capital region (Delhi NCR) in India..

3783

Abstract

Purpose

This paper aims to explore the composition of “shopping experience” for shoppers in the metropolitan area of Delhi national capital region (Delhi NCR) in India..

Design/methodology/approach

The paper applies data reduction using exploratory factor analysis (EFA) on a sample of 200 respondents drawn from four constituent urban clusters within the NCR and condenses a set of 22 mall attributes into a list of five comprehensible factors.

Findings

The research shows that shoppers visualise shopping experience as a combination of five factors: ambience, physical infrastructure, marketing focus, convenience, and safety and security. They assigned different weightage in terms of significance to each of these factors. Internal configuration of these factors also reveals interesting patterns.

Research limitations/implications

A non‐probability sampling method is applied in this research. Future studies should replicate the research in different social, economic and geographic contexts to see if the factor composition and structure remain unchanged.

Practical implications

Mall developers in India should focus more on improving convenience and creating ambience. Disproportionate expenditure on adding to physical infrastructure is not expected to yield matching dividends.

Social implications

The study assumes significance as India has seen a rapid mushrooming of shopping malls in the recent past. Such malls are struggling to attract shoppers. The paper explores the expectations of mall shoppers in Delhi NCR

Originality/value

This paper is among the few works done on understanding Indian mall shoppers. It adds significantly to the meagre body of knowledge in this area in an Indian context.

Details

International Journal of Retail & Distribution Management, vol. 40 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 22 January 2018

Gerald Oeser, Tanju Aygün, Claudia-Livia Balan, Thomas Corsten, Christian Dechêne, Rolf Ibald, Rainer Paffrath and Marcus Thomas Schuckel

The purpose of this paper is to gain a general holistic view of implications of the growing and highly relevant customer segment of elder consumers for the food demand…

1151

Abstract

Purpose

The purpose of this paper is to gain a general holistic view of implications of the growing and highly relevant customer segment of elder consumers for the food demand chain (food retail, production, logistics, and business informatics) in Germany.

Design/methodology/approach

This paper takes a holistic demand-chain approach that is based on interviews with 36 German food consumers aged 65-87 and with 50 experts from manufacturing, trade, logistics, and business informatics as well as a survey with 1,288 consumers above 64 years of age and 682 consumers below 65 years of age.

Findings

Physical, statistical, psychological, social, and behavioural characteristics of elder German consumers may influence location, services, and layout of food retail, food variety, sizes, packaging, and labelling, food production, transportation, and storage volumes and capacities, as well as facility location, route, and inventory planning. The social function of grocery shopping especially for single consumers, intergenerational products and services, home-delivery services especially to rural areas, as well as decentralisation and regionalisation are expected to gain importance. Logistics and industry 4.0 can facilitate the efficient and effective supply of food.

Originality/value

This research is the first to investigate the needs and wants of elder German food consumers and their implications for the German food demand chain in a more holistic demand-chain approach.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 26 March 2019

Gerald Oeser, Tanju Aygün, Claudia-Livia Balan, Rainer Paffrath and Marcus Thomas Schuckel

Elder German grocery shoppers are a growing, heterogeneous, and highly relevant and attractive, but under-researched market segment. In order to understand them and their…

Abstract

Purpose

Elder German grocery shoppers are a growing, heterogeneous, and highly relevant and attractive, but under-researched market segment. In order to understand them and their grocery shopping motivations better and target them efficiently and effectively, the purpose of this paper is to identify dimensions of their shopping motivations and segment them based on these dimensions.

Design/methodology/approach

In total, 26 grocery store-choice criteria were identified in a thorough literature review and focus-group interviews with 36 elder German consumers aged 65 and older. In a subsequent survey, the importance of these criteria was rated by 1,288 German shoppers of the same age group. A principal component and cluster analysis were performed to identify dimensions of store-choice criteria and segments of elder German grocery shoppers. Multivariate analysis of variance, analysis of variance and discriminant analysis were used to test for statistically significant differences between the clusters.

Findings

Basic quality considerations, shopping experience and social interaction, service and assistance, price consciousness, product orientation, convenient location and quick service and packaging requirements influence the grocery store choice of elder German consumers in decreasing order of variance explained. The cluster analysis revealed indifferent, leisure, convenience, assistance-oriented, no frills, product-oriented and service-oriented elder German shoppers, which differ in their shopping motivations statistically and significantly. These clusters are described and contrasted in detail to derive managerial implications.

Originality/value

This research provides the first store-choice component analysis and cluster analysis for elder German grocery shoppers. This can help food retail to reach this attractive target group more efficiently and effectively and improve the food supply of elder German consumers.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 29 November 2019

Nagaraj Samala and Bharath Shashanka Katkam

Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and…

1928

Abstract

Purpose

Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty.

Design/methodology/approach

The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model.

Findings

The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE.

Originality/value

The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

Article
Publication date: 17 July 2017

Tuğba Özbölük and Yunus Dursun

This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple.

2690

Abstract

Purpose

This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple.

Design/methodology/approach

Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant observation.

Findings

Findings reveal that members of the online brand community share a common goal but they are heterogeneous in many respects. In this research, five different types of brand community members are identified: learner, pragmatist, activist, opinion leader and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community.

Practical implications

This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one single homogenous target group and can be segmented into subgroups. Findings also offer a deeper understanding of negative characteristics of online brand community members. The role “activist” found in this study may be crucial for marketers, as activists can represent the negative side of online brand communities.

Originality/value

The literature on brand communities has focused predominantly on the homogeneity of these communities. This paper extends the literature by demonstrating the heterogeneity in an online brand community. The paper contributes to the brand community literature by substantiating that online brand community members can be segmented into subgroups based on their roles within the community. In addition, the paper extends the existing literature on brand communities that has overlooked the destructive consumer roles.

Details

Journal of Product & Brand Management, vol. 26 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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