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Article
Publication date: 18 November 2020

Yufan Li, Weichen Teng, Tien-Tien Liao and Tom M.Y. Lin

The recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images

Abstract

Purpose

The recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.

Design/methodology/approach

A research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.

Findings

In addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.

Research limitations/implications

Potential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findings

Practical implications

While patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.

Originality/value

This study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 6
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 2 November 2015

Mamoun N. Akroush and Mutaz M. Al-Debei

The purpose of this paper is to examine an integrated model of factors affecting attitudes toward online shopping in Jordan. The paper introduces an integrated model of…

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15577

Abstract

Purpose

The purpose of this paper is to examine an integrated model of factors affecting attitudes toward online shopping in Jordan. The paper introduces an integrated model of the roles of perceived website reputation, relative advantage, perceived website image, and trust that affect attitudes toward online shopping.

Design/methodology/approach

A structured and self-administered online survey was employed targeting online shoppers of a reputable online retailer in Jordan; MarkaVIP. A sample of 273 of online shoppers was involved in the online survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs, unidimensionality, validity, and composite reliability (CR). Structural path model analysis was also used to test the proposed research model and hypotheses.

Findings

The empirical findings of this study indicate that perceived website reputation, relative advantage, perceived website image, and trust have directly and indirectly affected consumers’ attitudes toward online shopping. Online consumers’ shopping attitudes are mainly affected by perceived relative advantage and trust. Trust is a product of relative advantage and that the later is a function of perceived website reputation. Relative advantage and perceived website reputation are key predictors of perceived website image. Perceived website image was found to be a direct predictor of trust. Also, the authors found that 26 percent of variation in online shopping attitudes was directly caused by relative advantage, trust, and perceived website image.

Research limitations/implications

The research examined online consumers’ attitudes toward one website only therefore the generalizability of the research finding is limited to the local Jordanian website; MarkaVIP. Future research is encouraged to conduct comparative studies between local websites and international ones, e.g., Amazon and e-bay in order to shed lights on consumers’ attitudes toward both websites. The findings are limited to online shoppers in Jordan. A fruitful area of research is to conduct a comparative analysis between online and offline attitudes toward online shopping behavior. Also, replications of the current study’s model in different countries would most likely strengthen and validate its findings. The design of the study is quantitative using an online survey to measure online consumers’ attitudes through a cross-sectional design. Future research is encouraged to use qualitative research design and methodology to provide a deeper understanding of consumers’ attitudes and behaviors toward online and offline shopping in Jordan and elsewhere.

Practical implications

The paper supports the importance of perceived website reputation, relative advantage, trust, and perceived web image as keys drivers of attitudes toward online shopping. It further underlines the importance of relative advantage and trust as major contributors to building positive attitudes toward online shopping. In developing countries (e.g. Jordan) where individuals are generally described as risk averse, the level of trust is critical in determining the attitude of individuals toward online shopping. Moreover and given the modest economic situation in Jordan, relative advantage is another significant factor affecting consumers’ attitudes toward online shopping. Indeed, if online shopping would not add a significant value and benefits to consumers, they would have negative attitude toward this technology. This is at the heart of marketing theory and relationship marketing practice. Further, relative advantage is a key predictor of both perceived website image and trust and the later is a major driver of attitudes toward online shopping. Online retailers’ executives and managers can benefit from such findings for future e-marketing strategies and retaining customers to achieve long-term performance objectives.

Originality/value

This paper is one of the early empirical endeavors that examined factors affecting attitudes toward online shopping in Jordan. This study provides evidence on the factors that determine online shoppers’ attitudes as an antecedent to consumers purchase decisions. From a theoretical perspective, this study contributes to the existing body of knowledge by revealing the sort of cause and effect relationships among relative advantage, perceived website reputation, perceived website image, in addition to trust, and their effect on consumers’ attitudes toward online shopping. Moreover, this paper is one of handful research that has distinguished between perceived website image and perceived website reputation along with their relationships and more specifically in the context of online shopping. From an international e-marketing perspective, online retailers planning to expand their operations to include Jordan or the MENA Region have now valuable empirical evidence concerning the predictors of online shopping attitudes and online shoppers’ behavior upon which e-marketing strategies are formulated and implemented.

Details

Business Process Management Journal, vol. 21 no. 6
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 19 December 2019

Yunduk Jeong and Sukkyu Kim

The purpose of this paper is to explore structural relationships between quality, destination image, perceived value, tourist satisfaction and destination loyalty with…

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1218

Abstract

Purpose

The purpose of this paper is to explore structural relationships between quality, destination image, perceived value, tourist satisfaction and destination loyalty with emphasis on the mediating effect of tourist satisfaction on relations between destination image and destination loyalty, and between perceived value and destination loyalty in the context of small-scale sporting events.

Design/methodology/approach

Construct validity of the measurement scale was verified by confirmatory factor analysis, factor loadings, average variance extracted, construct reliability and correlation analysis. Reliability of the measurement scale was verified by Cronbach’s α analysis. A structural equation modeling test with maximum likelihood estimation was used to test structural relationships between variables in the proposed model using the responses of 311 participants.

Findings

Results showed significant and powerful impacts of: event quality, destination image and perceived value on tourist satisfaction; destination image, perceived value, and tourist satisfaction on destination loyalty and demonstrated; and tourist satisfaction fully mediates relationships between destination image and destination loyalty, and between perceived value and destination loyalty.

Originality/value

The study shows: it is meaningful to include quality and value in tourism destination image-satisfaction-loyalty models; provides empirical evidence that tourist satisfaction fully mediates the relation between perceived value and destination loyalty; and confirms small-scale as well as large-scale sporting events should be viewed as important aspects of marketing strategies aimed at improving quality, image, value, satisfaction and loyalty.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 11 November 2014

Aikaterini Manthiou, Juhee Kang and Thomas Schrier

This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are…

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1458

Abstract

Purpose

This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are inter-related. Specifically, this study aims to examine the impact of brand awareness on perceived brand image, perceived brand quality and perceived value; the impact of perceived brand image on perceived brand quality and brand loyalty; and the impact of perceived brand quality on perceived value and brand loyalty.

Design/methodology/approach

The conceptual model was tested with an onsite sample of a public festival referred to as the VEISHEA (Veterinary Medicine, Engineering, Industrial Science, Home Economics and Agriculture) festival, which is located in a Midwestern college-town. Confirmatory factor analysis and structural equation modeling were used to reach the goals of the study.

Findings

The findings revealed that improving attendees’ awareness is a keystone in promoting brand quality perceptions, increasing perceived value and creating favorable brand image. Perceptions of quality on brand loyalty were stronger than any other effect, pointing out the need for superior quality. These findings confirmed that a public festival which does not require visitor admission fees can increase visitors by utilizing branding strategies, as has been done with other types of festivals.

Research limitations/implications

This research was conducted at a public festival. Further study should be conducted at other festivals/events. Analysis of antecedents such as advertising and promotions in the brand equity creation process will provide further important information.

Practical implications

This study provides guidance for practitioners to manage festival brands properly and develop strategies (e.g. communications and promotions) which reinforce the intangible asset of brand equity.

Originality/value

This is the first study that applies the brand equity concept to the setting of public festivals. This application to a new context contributes to the body of knowledge of brand equity theory.

Details

Tourism Review, vol. 69 no. 4
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 2 March 2012

Kisang Ryu, Hye‐Rin Lee and Woo Gon Kim

The purpose of this study is to propose an integrated model that examines the impact of three elements of foodservice quality dimensions (physical environment, food, and…

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66015

Abstract

Purpose

The purpose of this study is to propose an integrated model that examines the impact of three elements of foodservice quality dimensions (physical environment, food, and service) on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions.

Design/methodology/approach

Data were collected from customers at an authentic upscale Chinese restaurant located in a Southeastern state in the USA via a self‐administered questionnaire. Anderson and Gerbing's two‐step approach was used to assess the measurement and structural models.

Findings

Structural equation modeling shows that the quality of the physical environment, food, and service were significant determinants of restaurant image. Also, the quality of the physical environment and food were significant predictors of customer perceived value. The restaurant image was also found to be a significant antecedent of customer perceived value. In addition, the results reinforced that customer perceived value is indeed a significant determinant of customer satisfaction, and customer satisfaction is a significant predictor of behavioral intentions.

Research limitations/implications

The proposed model and study findings will greatly help researchers and practitioners understand the complex relationships among foodservice quality (physical environment, food, and service), restaurant image, customer perceived value, customer satisfaction, and behavioral intentions in the restaurant industry.

Originality/value

This study is the first to develop an integrated model that explicitly accounts for the influence of three restaurant service quality factors on restaurant image and customer perceived value. Using structural equation modeling, this study empirically confirms that the model with the causality from quality, in particular three dimensions of foodservice quality in this study, to restaurant image is superior to the one with causality from image to quality in the context of restaurant.

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Article
Publication date: 3 August 2015

Luai E. Jraisat, Mamoun N. Akroush, Ruba Jaser Alfaouri, Laila T. Qatu and Dina J. Kurdieh

The purpose of this paper is to examine an integrated model of perceived brand salience, perceived brand quality, perceived brand image and perceived brand loyalty in the…

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2074

Abstract

Purpose

The purpose of this paper is to examine an integrated model of perceived brand salience, perceived brand quality, perceived brand image and perceived brand loyalty in the Dead Sea tourism destination of Jordan from international tourists’ perspectives.

Design/methodology/approach

A structured and self-administered survey was employed targeting international tourists who were visiting the Dead Sea tourism destination. The authors delivered 300 questionnaires to international tourists, from which 237 were retained and valid for the analysis. A series of exploratory and confirmatory factor analyses was used to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the hypothesized relationships of the research model.

Findings

The structural findings show that perceived brand salience has positively and significantly affected each of perceived brand quality and perceived destination loyalty. Perceived brand quality has positively and significantly affected each of perceived brand image-physical environment, perceived brand image-people characteristics and perceived destination loyalty. Each of perceived brand image-physical environment and perceived brand image-people characteristics has positively and significantly affected perceived destination loyalty. The structural findings indicate that perceived brand quality has exerted the strongest effect on each of perceived brand image-physical environment and perceived brand image-people characteristics. Further, the structural results show that R2 result of 0.48 indicates that 48 per cent of variation in perceived destination loyalty was caused by perceived brand quality, perceived brand image dimensions (physical environment and people characteristics) and perceived brand salience path.

Research limitations/implications

This paper has examined only three drivers of destination loyalty; meanwhile, other factors such as tourists’ satisfaction and retention are potential areas of future research. Also, this study investigated international tourists’ perspectives in the Dead Sea tourism destination only, which means that its generalization potential to other destinations is limited. Therefore, comparative studies inside and outside Jordan’s tourism destinations are potential areas of future research. Other limitations and future research areas are also outlined.

Practical implications

The paper highlights the strategic importance of perceived brand quality and perceived brand image dimensions (physical environment and people characteristics) on perceived destination loyalty. Perceived brand quality acts as strong antecedent to perceived brand image dimensions, and perceived brand salience is an essential element of perceived destination loyalty. Perceived brand quality, perceived brand image dimensions and perceived brand salience are major drivers of perceived brand destination in an integrated manner. Also, perceived brand image dimensions of the physical environment and people friendless and kindness are also vital for creating perceived destination loyalty. Further, an integrated model of perceived brand salience, perceived brand quality, perceived brand image dimensions and destination loyalty is required by tourism organizations operating in the Dead Sea destination to win international tourists now and in the future.

Originality/value

This paper represents an early attempt to reveal and examine potential drivers of perceived destination loyalty in the Dead Sea, Jordan. Accordingly, it should shed more light into the strategic role of perceived brand quality, perceived brand salience and perceived brand image dimensions and how they affect perceived destination loyalty. Further, the paper is the first of its kind that investigated an integrated model of perceived brand salience and perceived destination loyalty via perceived brand quality and image dimensions from international tourist perspectives in Jordan. The main issue here is that tourism organizations operating in the Dead Sea tourism destination have now valuable empirical evidence concerning the drivers of perceived destination loyalty from international tourists’ perspectives.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 9 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 3 August 2015

Alok Kumar Singh

The purpose of this paper is to examine the interrelationships among the extracted constructs of airline service quality (SQ), perceived image, perceived value, passenger…

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1398

Abstract

Purpose

The purpose of this paper is to examine the interrelationships among the extracted constructs of airline service quality (SQ), perceived image, perceived value, passenger satisfaction and their influence on passengers’ future behavioral intentions in the domestic aviation sector market in Indian context.

Design/methodology/approach

A conceptual framework is developed based on previous studies. In order to address a lack of comprehensive evaluation of airline SQ, this study extracted the dimensions of airline SQ and used them in the structural model. The conceptual model is tested using structural equation modeling approach using maximum likelihood estimation technique. A sample of 526 domestic full-service passengers was used to test the hypothesized relationships among the constructs.

Findings

Out of the three dimensions of airline SQ extracted, convenience and promptness with reliability dimension of SQ was having a direct influence on perceived image, perceived value and passenger satisfaction which in turn influence BI. The findings of this study indicate the passenger evaluation process flows from perceived image to satisfaction via passenger perceived value and not directly from perceived image to passenger satisfaction. Only passengers’ satisfaction was found to have a direct influence on passengers’ future BI.

Originality/value

This study modified SERVPERF instrument for airline settings and empirically validated the instrument using data from Indian domestic passengers. This research adds to the body of knowledge by providing a conceptual framework which gives an empirical insight into the interrelationship among the constructs of airline SQ, perceived image, perceived value, passenger satisfaction and its effects on passenger’s future BI. The conceptual model developed and tested in this paper will act as a reference in forming suitable marketing strategies for airline’s competitive advantage.

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Article
Publication date: 31 March 2021

Jae Youn Chang and Wi-Suk Kwon

This study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived

Abstract

Purpose

This study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence.

Design/methodology/approach

An online survey was conducted with a US national sample of 458 female consumers (20–50 years old) who had shopped for clothing online.

Findings

Results revealed that e-store brand personality incongruence in three personality dimensions had a negative impact on consumers' e-store patronage intention directly as well as indirectly by reducing the consumers' global perception of the e-store brand fit. Further, the retailer's relevance to the consumer moderated the relationship between the perceived e-store brand fit and e-store patronage intention in that this relationship was significantly greater among consumers with a high (vs low) perceived self-relevance of the retail brand.

Practical implications

The findings highlight the importance of symbolically integrated cross-channel brand management for multichannel apparel retailers by clearly identifying their brand personality and carefully crafting it into their e-store interface design and e-store visual merchandising to convey the brand personality.

Originality/value

This study expands the application of image congruence to the cross-channel image congruence phenomenon in multichannel retailing environments by examining the e-store brand image congruence employing both direct and indirect approaches.

Details

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

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Article
Publication date: 31 July 2019

Md. Kamrul Hasan, Shamsul Kamariah Abdullah, Tek Yew Lew and MD. Faridul Islam

The purpose of this paper is to investigate and develop an integrated theoretical relationship by including destination image and attitudes into the…

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1070

Abstract

Purpose

The purpose of this paper is to investigate and develop an integrated theoretical relationship by including destination image and attitudes into the quality-value-satisfaction-loyalty paradigm in the context of beach tourism.

Design/methodology/approach

A personal-administered survey was conducted using a convenient sampling technique to collect data from 601 tourists who had visited popular beach destinations in Bangladesh. Then, the structural relationships between the factors likely to affect tourist attitudes and loyalty were examined.

Findings

The findings reveal that both service quality and perceived values have a direct effect on destination image, tourist attitudes and satisfaction. Additionally, destination image and satisfaction significantly affect tourist attitudes and loyalty.

Research limitations/implications

The direct relationship of perceived service quality and perceived value with tourist loyalty was ignored in the model due to reporting consecutive indirect relationship between them in prior studies.

Practical implications

These findings contribute to the extension of theoretical and managerial knowledge, especially in a beach tourism setting, where little research has been done to investigate the proposed relationships.

Originality/value

The originality of this study lies in providing theoretical and empirical evidence regarding the effect of service quality and perceived value, especially on destination image and tourist attitude to behaviour in the loyalty model, which has been scarcely examined in the prior tourism literature.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 2 September 2014

Hung-Che Wu

The purpose of this paper is to identify the dimensions of service quality and examining the interrelationships among behavioral intentions, customer satisfaction…

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3776

Abstract

Purpose

The purpose of this paper is to identify the dimensions of service quality and examining the interrelationships among behavioral intentions, customer satisfaction, perceived value, corporate image and service quality in the gaming industry. A multi-level and hierarchical model is used as a framework to synthesize the effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions of customers in the gaming industry.

Design/methodology/approach

The data used in this study were based on a sample of 470 at a newly built casino in Macau. Data were analyzed using exploratory factor analysis and regression analysis.

Findings

The findings support using a multi-level model consisting of three primary dimensions and ten sub-dimensions to conceptualize and measure perceived service quality. Perceived service quality significantly influences perceived value and corporate image, respectively. In addition, perceived value and corporate image are main determinants of customer satisfaction. Also, customer satisfaction and corporate image significantly affect behavioral intentions.

Originality/value

This is the first study synthesizing behavioral intentions, customer satisfaction, perceived value, corporate image and perceived service quality in a Macau casino setting.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 26 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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