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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…

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: 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…

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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

Open Access
Article
Publication date: 31 December 2021

Muhammad Junaid Shahid Hasni, Maya F. Farah and Ifraaz Adeel

This paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study…

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Abstract

Purpose

This paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms.

Design/methodology/approach

A survey was administered to a convenience sample of 399 travelers who use social media in Pakistan. A Confirmatory factor analysis was conducted using AMOS to evaluate convergent and discriminant validity as well as composite reliability. Structural equation modeling was applied to examine the causal relationship among all proposed constructs.

Findings

The findings reveal that the perceived usefulness (PU) and perceived ease of use (PEoU) of a social media platform positively impact the behavioral intention of its users. The proposed constructs of compatibility, enjoyment, user expertise and e-trust all demonstrated their crucial roles in the adoption of a social media platform for tourism-related activities by enhancing the platform's PEoU and usefulness.

Originality/value

This research validates the relationship between PEoU and PU of a social media platform in the hospitality industry. Interestingly, this study has expanded TAM by validating the addition of four more constructs, (1) compatibility, (2) enjoyment, (3) e-trust, and (4) expertise, to add worth to this model regarding the understanding of social media usage in this specific industry. The findings are valuable both for managers and policymakers in the tourism sector in Pakistan, as the latter can utilize the results to entice a larger segment of social media users to the tourism industry.

Details

Journal of Tourism Futures, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-5911

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: 7 May 2021

Muhammad Naveed, Maya F. Farah and Muhammad Junaid Shahid Hasni

Based on transformative service research (TSR), the study explores the mechanisms by which a firm's information transparency influences a retail investor's perceived…

Abstract

Purpose

Based on transformative service research (TSR), the study explores the mechanisms by which a firm's information transparency influences a retail investor's perceived financial well-being (PFW). It proposes a model exploring the mediating roles of the investor's financial risk tolerance (RT) and financial self-efficacy (FSE) in the relationship between a firm's information transparency and the consumer's PFW.

Design/methodology/approach

A survey was conducted by including a sample of 310 retail investors from Pakistan Stock Exchange (PSX) to test the proposed hypotheses. Data analysis was based on a series of multiple regressions, moderation and serial mediation analyses.

Findings

The findings show that a firm's information transparency harnesses investors' PFW. Information transparency also positively affects investors' RT toward the firm and their FSE while dealing with financial challenges.

Research limitations/implications

The findings call for a deeper understanding of financial services' interventions and their underlying mechanisms to improve consumer’s financial well-being (FWB). On a methodology level, future studies could apply a mixed-method approach and SEM to explore new avenues for predicting investors' FWB.

Practical implications

Besides validating TSR, the study has several implications for listed firms to adopt more transparent information reporting practices to improve investors' PFW. Accordingly, regulators should take initiatives to compel firms to comply with higher standards of information transparency.

Originality/value

The proposed model explores a concrete mechanism that helps listed firms to strengthen investors' PFW via information transparency.

Details

International Journal of Bank Marketing, vol. 39 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 15 November 2022

Muzzammil Wasim Syed, Huaming Song and Muhammad Junaid

Drawing upon information processing theory (IPT) and natural resource-based view (NRBV), this study analyses the role of social media technologies (SMT) on internal and…

Abstract

Purpose

Drawing upon information processing theory (IPT) and natural resource-based view (NRBV), this study analyses the role of social media technologies (SMT) on internal and external environmental collaboration and green innovation (green product, process and managerial innovation).

Design/methodology/approach

This study took in-depth empirical research by developing a survey questionnaire to identify the relationship between SMTs, environmental collaboration and green innovation. The respondents of the questionnaire were supply chain professionals working in the manufacturing industry of Pakistan. The survey collected 475 responses, which were tested through PLS-SEM using Smart-PLS.

Findings

The study results indicate that SMTs positively influence both internal and external environmental collaboration. Furthermore, internal environmental collaboration (IEC) fosters green products and green managerial innovation. In contrast, external environmental collaboration (EEC) fosters green processes and green managerial innovation. This study has also tested the mediation of IEC and EEC, which shows that both IEC and EEC mediate all the relationships except green process and green product innovation. The results also revealed that innovation capabilities moderate the relationship between environmental collaboration and green innovation.

Research limitations/implications

Though this study has various practical implications, it is not free of limitations. First, the data were collected from Pakistan, and the results may only be compared with other developing countries. Second, few social media platforms have been considered, but they are increasing in numbers and could be used in upcoming studies. Third, green innovation in the context of products, processes and management is considered, but the concept is evolving, and its other indicators can be taken in upcoming studies.

Practical implications

This study addresses the implication of SMTs, environmental collaboration, innovation capabilities and green innovation, which are helpful for managers and policymakers to design policies.

Originality/value

This study provides the seminal operationalization of SMTs in environmental collaboration and green innovation. This study emphasizes innovation capabilities that firms should adopt.

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…

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: 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…

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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: 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…

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: 9 February 2021

Muzhar Javed, Muhammad Waheed Akhtar, Khalid Hussain, Muhammad Junaid and Fauzia Syed

Drawing on stakeholder theory, this study examines the relationship between responsible leadership and its macro-, meso- and micro-level outcomes. Further, this study…

Abstract

Purpose

Drawing on stakeholder theory, this study examines the relationship between responsible leadership and its macro-, meso- and micro-level outcomes. Further, this study investigates the moderating role of authenticity on the relationship between responsible leadership and its multi-level effects, i.e. relational social capital, corporate social performance and community citizenship behaviour among employees.

Design/methodology/approach

The authors conducted four field studies using the quantitative methodology to test the hypotheses. In study 1 (N = 236), by adopting a multi-wave and multi-source research design, the authors examine the relationship between responsible leadership, authenticity and relational social capital. In study 2 (N = 203), by adopting a multi-wave research design, the authors examine the relationship between responsible leadership, authenticity and corporate social performance. In study 3 (N = 203), by adopting a multi-wave and multi-source research design, the authors examine the relationship between responsible leadership, authenticity and employees' community citizenship behaviour. In study 4 (N = 257), by adopting a multi-wave and multi-source research design, the authors capture the impact of responsible leadership on outcomes (social capital, corporate social performance and community citizenship behaviour) with a boundary condition of authenticity.

Findings

The authors find that responsible leadership enhances relational social capital, improves a firm's social performance and develops community citizenship behaviour among employees. Further, the study finds that authenticity positively moderates the relationship between responsible leadership and its multi-level outcomes.

Originality/value

First, it is a maiden study to investigate the multi-level outcomes of RL in a series of three empirical studies. Second, it contributes to RL literature by testing a unique moderating role of authenticity between RL and its multi-level outcomes of relational social capital, corporate social performance and employees' community citizenship behaviour. This study also provides empirical evidence for the multi-level implications of stakeholder theory.

Details

Leadership & Organization Development Journal, vol. 42 no. 3
Type: Research Article
ISSN: 0143-7739

Keywords

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