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1 – 10 of over 34000
Article
Publication date: 6 November 2017

Sajad Rezaei and Naser Valaei

The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the…

3070

Abstract

Purpose

The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type.

Design/methodology/approach

A total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model.

Findings

The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment.

Originality/value

With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.

Details

Information Technology & People, vol. 30 no. 4
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 3 October 2016

Imran Khan, Zillur Rahman and Mobin Fatma

The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It…

8254

Abstract

Purpose

The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of customer-brand engagement with brand satisfaction and brand loyalty.

Design/methodology/approach

This study has used 348 responses been collected through an online survey which was conducted among various online bank customers in Delhi, the national capital of India. The responses were analyzed by the means of the confirmatory factor analysis and structural equation modeling.

Findings

The results of online survey show that customer-brand engagement positively influences online brand experience. The effects of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by the online brand experience. Mediation of online brand experience produces the stronger effects as compared to those direct effects of the customer-brand engagement on the brand satisfaction and the brand loyalty.

Practical implications

This study suggests bank managers to develop strategies that could be able to increase the levels of the customer-brand engagement in an online setting because of its scheduled effects on the online brand experiences and the consumer behavioral outcomes.

Originality/value

This research is the first-of-its-kind that examines the effect of customer-brand engagement on the customers’ brand experience, brand satisfaction and brand loyalty in the online banking context.

Details

International Journal of Bank Marketing, vol. 34 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 15 July 2021

Menglong Xia and Yang Zhang

Mobile technologies have recently come to serve as the primary reservation option for the hospitality industry. This study examines the role of online experience in determining…

Abstract

Purpose

Mobile technologies have recently come to serve as the primary reservation option for the hospitality industry. This study examines the role of online experience in determining potential consumers' perceived hotel brand image, through a three-stage model based on the stimulus–organism–response (SOR) framework.

Design/methodology/approach

A dual-stage analytical procedure, including structural equation modeling (SEM) and an artificial neural network (ANN) approach, was adopted to test the hypotheses.

Findings

Online experience of mobile applications (apps) can be influenced by perceived usefulness. As the indivisible component of consumers' cognitive beliefs, perceived ease of use exerts a positive impact on online experience. The online experience of mobile apps positively influenced brand awareness and satisfaction, further contributing to potential consumers' brand image formation.

Research limitations/implications

This study empirically verified the relationships among potential hotel consumers' perceptions of official hotel mobile app quality, online experience and brand image.

Practical implications

This study reiterates the importance of official hotel apps in implementing online marketing strategies, suggesting that hoteliers should pay attention to enhancing the quality of their official apps.

Originality/value

This study is one of the first to combine machine learning techniques with the traditional SEM approach to assess linear and nonlinear relationships in consumers' perceptual models. Additionally, the findings provide theoretical insights into the online experience of mobile apps and reveal the perceived brand image formation process of potential consumers.

Details

Journal of Hospitality and Tourism Insights, vol. 5 no. 5
Type: Research Article
ISSN: 2514-9792

Keywords

Open Access
Article
Publication date: 20 April 2018

José Alberto Castañeda García, Andrea Del Valle Galindo and Rocío Martínez Suárez

This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential…

18437

Abstract

Propose

This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential marketing (during the stay) with hotel brand equity. In addition, the study attempts to determine if there is a significant link between the online hotel experience and the subsequent offline hotel stay experience.

Desing/methodology/approach

A self-report survey was conducted in a series of four-star hotels in Granada city. The questionnaire was focused on measuring online experience, offline experience and brand equity. For the analysis of the data, a structural equations model was developed.

Findings

The results suggest that the experience during the hotel stay, contrary to that of the online purchase process, has an influence on hotel brand equity. Nonetheless, the online experience has a significant impact on the hotel stay experience.

Practical implications

This study is of particular utility for hotel management given that, although it is a sector that for several years has integrated experiential marketing in its service strategy, there is little research analyzing the impact of such actions on the variables that are of interest to the hotel.

Originality/value

There are no hotel sector studies that have jointly analyzed the role of the online and offline tourist experience and its role in contributing to brand equity. Recognizing the previous notions will allow hotels to identify where to focus marketing efforts so as to increase brand equity.

Objetivo

Esta investigación pretende medir la relación existente entre el marketing experiencial online (durante el proceso de compra online) y offline (durante la estancia), con el capital de marca del sector hotelero. Además, busca identificar si existe relación significativa entre la experiencia online y la experiencia offline.

Diseño/metodología/enfoque

Se pasó un cuestionario autoadministrado a turistas alojados en hoteles de cuatro estrellas de la ciudad de Granada. El cuestionario medía la experiencia online, la experiencia offline y el capital de marca. Para el análisis de los datos se desarrolló un modelo de ecuaciones estructurales.

Resultados

Los resultados indican que la experiencia vivida durante la estancia tiene influencia en el capital de marca, mientras que la experiencia durante la compra online no presenta relación con el capital de marca. Sin embargo, esta experiencia online tiene impacto en la experiencia vivida durante la estancia.

Implicaciones prácticas

Este estudio es de particular utilidad para la gestión hotelera dado que, aunque el sector desde hace años ha integrado el marketing experiencial en su estrategia de servicio, pocas investigaciones analizan el impacto de dichas acciones sobre las variables que les interesan.

Originalidad/valor

Dentro del sector hotelero no hay estudios que analicen conjuntamente el papel de la experiencia turística online y offline y su papel en la contribución al capital de marca. Este conocimiento permite determinar dónde enfocar los esfuerzos de marketing para aumentar el capital de marca.

Article
Publication date: 17 August 2021

Geeta Marmat

Marketing and branding literature has provided important insights into the context, environment and individual factors that shape customer brand experience. However, a holistic…

1426

Abstract

Purpose

Marketing and branding literature has provided important insights into the context, environment and individual factors that shape customer brand experience. However, a holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered. In addition, main focus of the previous research is on antecedent and consequence of brand experience rather strategy for enhancing brand experience. This paper aims to propose a contingency model for enhancing brand experience to provide a more holistic framework in the uncertain and complex nature of online social media network.

Design/methodology/approach

The proposed framework is based on previous literature that is identified and integrated to propose effectiveness of the contingent determinants on brand experience in different interactional circumstances.

Findings

The proposed framework implies that brand characteristics and interactive complexities of online social media networks cause contingency to the marketers or brands’ strategic attempt in delivering superior brand experience in online social media network context. These forces are as follows: online social media network characteristic (interactivity); brands’ co-creation characteristics (consumers’ and stakeholders’ participation); brand’s technical and operational competency (brands’ knowledge, ease of interactive platform); internal human resource characteristics (employees’ behaviour, brands culture, brands reputation); and customer interactive characteristics (customer demographic characteristics, customer motivation, customer attitude). These identified forces can be optimized to formulate strategies in the interactive medium for enhancing brand experience.

Research limitations/implications

This paper proposes a contingency model as well as research propositions that need to be validated and confirmed empirically. While narrowing down the current identified gap in brand experience literature by proposing a novel perspective to the concept, this research broadens and deepens understanding of the concept of brand experiences, how it is linked to the context and contextual factors. This contingency framework elucidates the resources that marketers, practitioners can use to enhance, limit or maintain all the dimensions within brand experience.

Originality/value

A holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered so far. Although literature demonstrates the positive outcome of brand experience, little attention has been paid to enhancing customer brand experience, specifically in the context of online social media networks with various complex forces acting and influencing the way customers experience a brand.

Details

Qualitative Market Research: An International Journal, vol. 24 no. 5
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 17 January 2020

Imran Khan, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam and Zillur Rahman

The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the…

6022

Abstract

Purpose

The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context.

Design/methodology/approach

To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed.

Findings

Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment).

Research limitations/implications

This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context.

Practical implications

Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect.

Originality/value

Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

Details

Journal of Services Marketing, vol. 34 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 26 June 2021

Negar Ashrafpour, Hakimeh Niky Esfahlan, Samad Aali and Houshang Taghizadeh

The purpose of this paper is to investigate the prerequisites of customer online experience and its outcomes in banks. Brand congruity is an important mediating variable in these…

Abstract

Purpose

The purpose of this paper is to investigate the prerequisites of customer online experience and its outcomes in banks. Brand congruity is an important mediating variable in these connections.

Design/methodology/approach

A quantitative approach is used to test the model based on the literature review. The subjects are online customers of an Iranian bank, Bank Mellat, in East Azerbaijan Province, which is famous for its e-banking. Data analysis was conducted using structural equation modeling.

Findings

The results suggested that the prerequisites of customer experience affected customer experience, which was, in turn, divided into two components (affective experience and functional experience). Besides, brand congruity played a moderating role in the relationship between prerequisites and consequences.

Research limitations/implications

In the model, brand congruity was the only moderating variable and other moderating variables were excluded. Further, test results were related to a specific brand.

Practical implications

This paper explores how the behaviors of customers could be improved in the online context by concentrating on determinants of customer online experience. The paper offers implications for the improvement of customer online experience in service marketing, especially in banking.

Originality/value

This is the first study in Iran to use brand congruity as a way of surveying the perquisites and outcomes of online experience in banking. The findings expand the importance of brand congruity in online experience to the entire banking sector.

Details

Journal of Islamic Marketing, vol. 13 no. 10
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 1 August 2016

Imran Khan, Zillur Rahman and Mobin Fatma

The idea of providing superior brand experiences in the growing internet environment has received much research attention in recent years. The purpose of this paper is to…

2544

Abstract

Purpose

The idea of providing superior brand experiences in the growing internet environment has received much research attention in recent years. The purpose of this paper is to empirically examine corporate brand experience concept in an online context (i.e. online corporate brand experience (OCBE)), and to examine its influence on brand satisfaction and brand loyalty.

Design/methodology/approach

This study surveys online banking customers to purify and validate the dimensions and measurement items of OCBE, and to test the developed hypothesis.

Findings

Results confirmed five dimensions and 19 items of OCBE. The OCBE dimensions – corporate visual identity, emotional experience and functionality are the strongest predictor of brand satisfaction and brand loyalty, compared to lifestyle and corporate/self-identity dimensions.

Research limitations/implications

Findings are applicable to online banking only and do not offer generalizability to other online contexts. Furthermore, this study examined the influence of OCBE on brand satisfaction and brand loyalty; future research can incorporate brand equity and brand credibility as the possible outcomes of OCBE.

Practical implications

This study will help brand managers to comprehend how investments in different aspects of corporate branding lead to corporate brand value.

Originality/value

The empirical examination of the OCBE in banking services is a novel contribution in both corporate branding and services literature. This research conducted at the time when organizations increasingly recognize the value of corporate branding due to increased online usage and global competitiveness.

Details

Marketing Intelligence & Planning, vol. 34 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Book part
Publication date: 30 September 2022

Chanyanan Somtawinpongsai, Abu Bakar Abdul Hamid, Mohsin Raza, Anusara Sawangchai and Luigi Pio Leonardo Cavaliere

The purpose of the study is to measure the mediating relationship of online buying intentions between narcissism, materialism and brand experience and their effect on luxury…

Abstract

The purpose of the study is to measure the mediating relationship of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behaviour of luxury items by Phuket, Thailand customers. The study has used primary data collection techniques to gather data and used purposive sampling to analyse the data. The study's sample size is 250 respondents who prefer to buy luxury items. The research has used Smart PLS software to measure the relationship through bootstrapping and algorithms. The study has found significant positive mediation of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behaviour of luxury items. This study suggests the theoretical and practical implications for purchasing luxury behaviour from managerial, policymakers and researched perspectives. This study also discusses the future directions and limitations.

Details

Management and Information Technology in the Digital Era
Type: Book
ISBN: 978-1-80382-296-9

Keywords

Article
Publication date: 17 May 2018

Muhammad Sabbir Rahman and Mahafuz Mannan

The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase behavior…

9322

Abstract

Purpose

The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase behavior of local fashion clothing brands. The study also examines the influence of central and peripheral route on the consumer information adoption process.

Design/methodology/approach

The research design was cross-sectional. A total of 300 respondents from Bangladesh participated in the self-administered survey who have experienced of purchasing local fashion clothing brand online. Only 273 questionnaires were used in final data analysis after discarding incomplete questionnaires. The study applied PLS-SEM to test the proposed model.

Findings

Central and peripheral route were found to have positive influences on the consumer information adoption process in the context of online purchasing of local fashion clothing brands. Consumer information adoption was found to influence consumer online purchase behavior positively. The information adoption-consumer purchase behavior relationship was found to be partially mediated by e-WOM. Online brand experience was found to influence consumer online purchase behavior positively. The online brand experience-consumer purchase behavior relationship was found to be partially mediated by online brand familiarity.

Originality/value

So far, no studies have investigated how information adoption, e-WOM, online brand experience and online brand familiarity influence consumer purchase behavior of local fashion clothing brand, in a virtual environment under the perspective of a developing country like Bangladesh. This study is also a pioneer in exploring which dimensions have more leverage on central and peripheral route in information adoption in the context of local fashion clothing brand of Bangladesh.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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