Search results

1 – 5 of 5
To view the access options for this content please click here
Article
Publication date: 2 April 2020

Munyaradzi W. Nyadzayo, Lester W. Johnson and Monica Rossi

To understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e…

Abstract

Purpose

To understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.

Design/methodology/approach

A descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).

Findings

The findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.

Originality/value

The recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

To view the access options for this content please click here
Article
Publication date: 12 February 2018

Civilai Leckie, Munyaradzi W. Nyadzayo and Lester W. Johnson

The purpose of this study is to investigate the role of perceived value and innovativeness (service concept newness and relative advantage) in promoting customer brand…

Abstract

Purpose

The purpose of this study is to investigate the role of perceived value and innovativeness (service concept newness and relative advantage) in promoting customer brand engagement behaviors (CBEBs) and brand loyalty.

Design/methodology/approach

The conceptual model was empirically tested using nationwide survey data from 430 customers of Uber in Australia. The data were analyzed using structural equation modeling.

Findings

The results of this study show that collecting brand information is positively influenced by perceived value, service concept newness and relative advantage. Participating in brand marketing activities is positively influenced by service concept newness and relative advantage. Interacting with others is positively influenced by perceived value and service concept newness. Subsequently, brand loyalty is positively influenced by participating in brand marketing activities and interacting with others. The direct impacts of perceived value and relative advantage on brand loyalty are also established.

Research limitations/implications

This study only collected data from Uber customers. Another limitation of this study is the use of cross-sectional data.

Practical implications

To promote brand loyalty, service innovation needs to have both the right characteristics (i.e. perceived value, service concept newness and relative advantage) and practices that foster customer brand engagement behaviors.

Originality/value

Although service-dominant logic (SDL) is a theoretical lens used by research in the areas of service innovation and customer engagement, empirical studies that integrate the two areas remain limited. The findings of this study suggest a new mechanism in which service innovation can increase loyalty through increased CBEBs.

Details

Journal of Services Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

To view the access options for this content please click here
Article
Publication date: 5 September 2016

Munyaradzi W. Nyadzayo, Civilai Leckie and Heath McDonald

The purpose of this paper is to investigate the role played by corporate social responsibility (CSR) in building relationship quality (RQ) in the context of sports…

Abstract

Purpose

The purpose of this paper is to investigate the role played by corporate social responsibility (CSR) in building relationship quality (RQ) in the context of sports organisations. In turn, the link between RQ and customer loyalty is examined. Acknowledging that customers develop a psychological connection with the sports organisation over time, the study also examines whether the link between CSR and RQ is moderated by the psychological continuum model (PCM) stages (awareness, attraction, attachment and allegiance).

Design/methodology/approach

The survey data were drawn from almost 6,000 season ticket holders of a professional sports club. Structural equation modelling and the non-parametric bootstrapping regression technique were used to test the hypotheses.

Findings

The results support the direct impact of CSR activities on RQ. RQ, in turn, drives customer loyalty. Importantly, RQ is found to fully mediate the relationship between CSR and customer loyalty. However, as customers move through the psychological connection stages, the effect of CSR on customer loyalty via RQ tends to diminish.

Practical implications

This study provides evidence of a direct impact of CSR activities on RQ, and also attests the role of psychological connection in sports organisations.

Originality/value

The incorporation of a multidimensional RQ construct and the PCM stages allows a deeper understanding of how CSR might be employed to achieve organisational goals.

Details

Marketing Intelligence & Planning, vol. 34 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 3 December 2019

Flevy Lasrado and Munyaradzi Nyadzayo

The purpose of this paper is to examine the mediating role of total quality management (TQM) internalization factors on the relationship between the proposed drivers…

Abstract

Purpose

The purpose of this paper is to examine the mediating role of total quality management (TQM) internalization factors on the relationship between the proposed drivers (internal/external motives) and outcomes (external benefits and financial results).

Design/methodology/approach

Using a sample of quality managers, this study adopts a two-step methodological approach to explore the key components of TQM internalization via an initial exploratory study followed up with a quantitative study to examine the relationships between the proposed drivers using structural equation modeling.

Findings

The qualitative study revealed the key components of TQM implementation factors, namely top management commitment, middle management commitment and audits, training and employees’ commitment. The quantitative results show that a positive relationship between external motives and TQM internalization was not supported; yet, the results supported the influence of internal motives on TQM internalization. Further, the results revealed a significant relationship between TQM internalization and internal benefits but not financial benefits. Finally, a strong positive link between internal and financial benefits emerged.

Research limitations/implications

The study findings are only based on the perceptions of quality managers and future research could test the proposed model using other units of analysis in order to fully capture the role of TQM internalization.

Practical implications

The findings show that award model adoption is a significant tool for quality improvement in organizations, a procedure that drives both internal and financial benefits. Further, the study points out areas that companies should emphasize in order to successfully implement a quality award model and therefore harvest its potential benefits.

Originality/value

The paper proposes an empirically tested conceptual framework that examines vital issues concerning the internalization of the TQM approach through award models, thus providing valuable outcomes for decision makers to improve service quality.

Details

International Journal of Quality & Reliability Management, vol. 37 no. 3
Type: Research Article
ISSN: 0265-671X

Keywords

To view the access options for this content please click here
Article
Publication date: 30 December 2020

Weidong Rong, Mark J. Arnold and Brad D. Carlson

Guanxi is the foundation of business success in Chinese and other Eastern cultures, but little is known about the extent to which guanxi influences brand outcomes in…

Abstract

Purpose

Guanxi is the foundation of business success in Chinese and other Eastern cultures, but little is known about the extent to which guanxi influences brand outcomes in channel relationships. The purpose of this study is to propose a novel theoretical framework of interpersonal and interorganizational guanxi relationships in a sales channel context and how these relationships influence brand outcomes.

Design/methodology/approach

The authors conceptualize, develop and validate new scales measuring interpersonal and interorganizational guanxi and test the proposed model with a field study to validate the effects of guanxi on brand loyalty. The causal relationships between interpersonal guanxi and brand attitudes and affect are confirmed in a separate field experiment.

Findings

Findings show that interpersonal guanxi is antecedent to interorganizational guanxi, and these two constructs have significant and differential direct and indirect effects on brand attitudes, brand affect and brand loyalty.

Originality/value

New multidimensional scales measuring both interpersonal and interorganizational guanxi were developed. Both interpersonal and interorganizational guanxi are conceptualized as second-order reflective constructs measured by the reflective first-order guanxi elements of personal and firm trust, personal and firm long-term orientation, xinyong (integrity), reciprocity, interaction and face.

Details

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

Keywords

1 – 5 of 5