Search results

In marketing research, it is widely acknowledged that customer engagement leads to higher reputation, lower costs and increased revenues for firms. However, there are still open questions on how sport sponsorship can drive customer engagement. It is hypothesized that sponsors' activations correlate with customer engagement toward the sponsor. Specifically, the roles of sponsorship authenticity and attitudes toward the sponsor have received little attention in this context. Accordingly, this study aims to test the effects of sponsors' activations on customer engagement disposition (CED) and customer engagement behavior (CEB) by considering the roles of sponsorship authenticity and attitudes toward the sponsor.

An online experiment with a factorial between-subjects design with 529 total participants was conducted. Data were analyzed through analysis of covariance (ANCOVA) and binary regression analysis.

Sponsors' activations can lead to positive or negative CEB, depending on how sport consumers evaluate the activation. Sponsorship authenticity reduces or enhances CEB following a sponsor's activation. Moreover, consumers' prior attitudes toward the sponsor influence the relationship between sponsors' activations and CED. The findings further showed that CED leads to CEB.

This research contributes to the sport sponsorship literature by empirically proving that sponsors' activations increase customer engagement toward the sponsors. Moreover, this is the first study testing consequences of sponsors' activations in relation to sponsorship authenticity and consumers' attitudes. Furthermore, the authors enrich the customer engagement literature by discussing the sponsors' activations as a marketing strategy to increase customer engagement and consequently firms' performance.

The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is questionable. Therefore, this paper aims to identify determinants of customers’ intention to connect with a brand on social media (i.e. Facebook) in the absence of “pull-strategies”.

In this paper, the concept of customer–brand engagement (CBE) is applied to the intentions to “Like” a brand’s Facebook fan page using structural equation modelling.

The results show that the three dimensions of CBE collectively explain about 50 per cent of the intentions to “Like” a brand’s Facebook fan page. Additionally, the results show that the influences of two of the CBE dimensions on the two “Like”-intentions are conditional effects of brand trust.

Because of the novelty of the CBE construct, further investigation of its application in a social media setting is lacking. To address this gap in the literature, the purpose of this paper is to investigate how CBE influences customers’ intention to “Like” a brand’s Facebook page.

I draw on psychological and sociological theories of affect to depict the relatively stable set of moods and emotions that an individual experiences in social interactions with a given person (relational affect) as a fundamental engine of social action influencing both how and with whom employees perform assigned tasks. I discuss an approach to define and measure relational affect that complements the typical network approach to affect. I then explore motivational mechanisms through which relational affect influences task tie formation and functioning. I conclude that relational affect contributes directly to individuals’ ability to achieve task goals, and to organizational functioning generally.

The purpose of this paper is to check for the effects of brand familiarity, customer brand engagement and self-identification on word-of-mouth (WOM) communication.

A systematic review of the literature regarding brand familiarity and customer brand engagement CBE) was conducted and data were analyzed using structural equation modeling.

The results revealed that brand familiarity had a positive impact on CBE; self-identification also had a positive impact on WOM communication.

The model was tested in the context of service sector; future research may investigate in different context.

The framework advances insight into customer engagement and service dominant logic, which, despite having been recognized for their significant theoretical fit, have remained largely disparate in the literature.

This study is among the first few attempts to examine the impact of brand familiarity on different dimensions, namely, cognitive, affective and activation dimensions of CBE. This study contributes to a more detailed description of the brand familiarity construct and improves understanding of WOM communication. The study provides implications for practitioners and marketers.

Purpose – This study examines the relationship between endorsement of positive stereotypes of women and support for women's rights to shed light on the role that endorsement of positive stereotypes may play in maintaining social stratification.

Design/methodology/approach – The study uses data collected from a web-based survey of 181 male undergraduate students in six different universities and colleges to examine the relationship between the endorsement of positive stereotypes of women and support for women's rights. The paper examines four ordinary least squares (OLS) regression models to determine the relationship and utilizes the statistical software Stata 9.2.

Findings – Rather than a simple direct relationship, the findings suggest that the relationship between the endorsement of positive stereotypes and support for women's rights varies based on the level of hostile sexism. Increased endorsement of positive stereotypes of women was associated with decreased support for women's rights among males with the lowest level of hostile sexism, but the opposite relationship was found for males at the mean and the highest level of hostile sexism.

Research limitations/implications – The findings suggest that endorsement of positive stereotypes plays a unique role for males who do not endorse traditional sexist attitudes. Although data are not available to clarify what processes might be undergirding the relationship, the author suggests directions for future research.

Practical implications – Given the relationship found, prejudice reduction interventions that rely on the promotion of positive stereotypes of various social groups should be closely examined to determine if they actually foster attitudes that are detrimental for the eradication of social stratification.

Originality/value – This study is one of the first to examine the possible negative impacts of endorsement of positive stereotypes of women on gender stratification through a moderated relationship with levels of hostile sexism.

The research concerns the effect of frontline employees’ averted or direct gaze on consumers’ evaluation of the encounter. The purpose of this paper is to demonstrate that in normal interactions, a direct or averted gaze affects people’s evaluation of others. The question was whether this finding would hold true in commercial interactions.

The authors conducted three experiments using a written scenario with a photograph among a total sample of 612 participants.

This research showed that consumers’ social impression of the frontline employees mediated the effect of the employees’ gazing behaviour on consumers’ emotions and satisfaction with the encounters. The findings also showed that averting gaze had a negative effect on consumers’ first impression of the frontline employee, which affected consumers’ satisfaction with the encounter. The findings also showed that a direct gaze had a negative effect on encounter satisfaction when consumers sought to purchase embarrassing products.

The research demonstrated that the effect of gaze on encounter satisfaction was mediated by the social impression and moderated by consumers’ approach/avoidance motivation.

The purpose of this paper is to investigate the inhibitive performance of Coreopsis tinctoria (C. tinctoria) plant extract for the corrosion of mild steel in 0.5 M H₂SO₄.

The inhibition efficiency was studied by weight loss, electrochemical measurements and the surface analysis was done by Raman, scanning electron microscopy/energy-dispersive X-ray spectroscopy (SEM-EDS) and atomic absorption spectroscopy (AAS) analysis.

Maximum inhibition efficiency of C. tinctoria in 0.5 M H₂SO₄ on mild steel is 80.62 per cent (500 ppm) at 303 ± 1K. The adsorption of the C. tinctoria on the mild steel surface in 0.5 M H₂SO₄ was found to obey Langmuir adsorption isotherm. Temperature studies were carried out and the significant parameters, such as change in enthalpy (ΔH^°), change in entropy (ΔS^°) and change in free energy (ΔG°_ads) and heat of adsorption (Qads), were calculated. The productive layer formed on the mild steel surface in 0.5 M H₂SO₄ were confirmed by the Raman spectral analysis.

This paper provides information on the inhibitive properties of C. tinctoria plant extract which is found to be a good corrosion inhibitor for mild steel in 0.5 M H₂SO₄.

This study aims to examine the links between office types (cellular, shared-room, small and medium-sized open-plan) and employees' subjective well-being regarding cognitive and affective evaluations and the role perceived noise levels at work has on the aforementioned associations.

A survey with measures of office types, perceived noise levels at work and the investigated facets of subjective well-being (cognitive vs affective) was distributed to employees working as real estate agents in Sweden. In total, 271 useable surveys were returned and were analyzed using analyses of variance (ANOVAs) and a regression-based model mirroring a test of moderated mediation.

A significant difference was found between office types on the well-being dimension related to cognitive, but not affective, evaluations. Employees working in cellular and shared-room offices reported significantly higher ratings on this dimension than employees working in open-plan offices, and employees in medium-sized open-plan offices reported significantly lower cognitive evaluation scores than employees working in all other office types. This pattern of results was mediated by perceived noise levels at work, with employees in open-plan (vs cellular and shared-room) offices reporting less satisfactory noise perceptions and, in turn, lower well-being scores, especially regarding the cognitive (vs affective) dimension.

This is one of the first studies to compare the relative impact of office types on both cognitive and affective well-being dimensions while simultaneously testing and providing empirical support for the presumed process explaining the link between such aspects.

This article aims to open the black box of the relationship between customer experience and customer satisfaction. The authors also take a fine-grained approach to the concept of customer experience analysis in terms of four dimensions: basic service experience (BSE), moments of truth (MT), focus on results (FR) and peace of mind (PM).

A total sample of 185 industrial customers in Spain was collected via an online platform from March to April 2020. The data were analysed using partial least squares-structural equation modelling (PLS-SEM).

The results indicated that the four dimensions of customer experience are the foundation of commercial success (i.e. customer satisfaction) for express parcel companies in the business-to-business (B2B) environment. Therefore, the most innovative express parcel companies should not only pay attention to providing services in accordance with the customer agreement but also go beyond that; hence, these companies must understand customer needs to be able to offer a unique experience. Therefore, these companies must design experiences that go beyond pure technical delivery services.

Although previous work has linked customer experience to customer satisfaction, there is little work that does so specifically in an industry as in vogue as express parcels and less so in the B2B environment. In addition, this work analyses fine-grained customer experience in terms of grain's four dimensions, and therefore, the authors analyse how each dimension (e.g. more rational or more subjective dimensions) impacts customer satisfaction. Few studies have focussed on this type of analysis for express parcel companies in the B2B environment.

The purpose of this paper is to review the literature on customer experience to develop a better understanding of the concept and propose a research agenda.

The paper is based on a thorough review of 69 full-text articles, 12 books and one published dissertation related to customer experience.

The review describes the relevance of experiential perspective, service experience and customer experience to attract, delight and retain customers. Customer experience is regarded as a holistic interactive process, facilitated through cognitive and emotional clues, moderated by customer and contextual characteristics, resulting into unique and pleasurable/un-pleasurable memories. The study provides a deeper understanding of the concept and research issues for customer experience.

It provides important insights into the emergence, development, management and measurement of customer experience-related issues for future research.

Customer experience needs to be considered and managed as a holistic strategic process for creating customer value, differentiation, customer satisfaction, loyalty and competitive advantage.

The study contributes to the understanding of customer experience and research agenda based on a thorough review of literature spanning 25 years.