Search results
11 – 20 of 262As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from the brand romance perspective…
Abstract
Purpose
As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from the brand romance perspective, on brand loyalty of Generation Y smartphone users. Furthermore, this study examines gender differences in the same relationship.
Design/methodology/approach
The study adopted a cross-sectional survey method and data was collected from 300 respondents. Data was analyzed using the structural equation modelling (SEM) approach and multi-group analysis was performed to examine gender differences in the model.
Findings
Results revealed that all three aspects of brand romance (pleasure, arousal and dominance) have a positive impact on smartphone brand loyalty. It further denotes that the relationship between brand romance and brand loyalty differs from males to females.
Originality/value
This study makes a significant contribution by examining emotional attachment and brand loyalty of Generation Y consumers, which has been less investigated. Furthermore, both attitudinal and behavioral brand loyalty has been considered in this study, which has largely been overlooked in similar studies. Examining the gender difference in the above relationship is an additional contribution.
Details
Keywords
The aim of this paper is to critically review the most significant writings on âtwoâ constructs that have quickly acquired the status of âimportant marketing topicsâ; that is…
Abstract
Purpose
The aim of this paper is to critically review the most significant writings on âtwoâ constructs that have quickly acquired the status of âimportant marketing topicsâ; that is, brand attachment (BA) and brand love (BL).
Design/methodology/approach
A profound and parallel inspection of highly influential articles along with ensuing essays by the same single authors is performed.
Findings
This review reveals that: hardly a year goes by without some reinventions or retouching of these constructsâ conceptual characteristics; there are several striking similarities between them; the politics of marketing theory are at work in keeping these constructs away from each other; the literature under scrutiny not only suffers from amnesia, but also from some severe schizophrenic symptoms; and that BA and BL are nothing more than the same core knowledge product offered under different brand names.
Research limitations/implications
This review is limited to considering the constructs of BA and BL.
Originality/value
Because the literature on BA and BL has been essentially empirical, this paper has the potential to add a compulsory conceptual component to it. It also has the potential of instigating discussions, debates and, in due course, a deeper understanding of these âtwoâ constructs.
Details
Keywords
Vipul V. Patel, Richa Pandit and Ramzan Sama
The primary purpose of this study is to examine the relationship between conumers' emotional attachment towards fashion apps and positive behavioral outcomes, such as e-WoM and…
Abstract
Purpose
The primary purpose of this study is to examine the relationship between conumers' emotional attachment towards fashion apps and positive behavioral outcomes, such as e-WoM and repurchase intention. The study also aims to explore how e-servicescape, customer experience and perceived value of online shopping influence this relationships.
Design/methodology/approach
The study has used quantitative research methods to collect data from a sample of 484 consumers who had previous experience of purchasing using fashion apps. Data were collected from university students enrolled in university in Gujarat, India using an online self-administered questionnaire. The data are analyzed using structure equation modeling to determine the relationships between the variables under investigation.
Findings
The results demonstrate relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM. The study found support for hypotheses 1, 2 and 3, highlighting the influence of e-servicescape, customer experience and perceived value of online shopping in developing emotional attachment with fashion apps. The study also confirmed hypotheses 5 and 6, which suggest that consumers who have a stronger emotional attachment to fashion apps are more likely to intend to repurchase fashion products and engage in positive electronic word-of-mouth behavior for fashion brands.
Originality/value
In today's digital age, fashion apps are vital for fashion retailers to remain competitive and offer their customers a smooth and immersive shopping experience . Given the potential impact of fashion apps on the customer behavior, it is essential to investigate the relationship relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM in the context of fashion apps. The findings of the study are expected to contribute to the understanding of consumer behavior in the context of fashion apps and e-commerce more broadly. The results may also provide insights into how fashion retailers can improve their online presence and customer experiences to increase emotional attachment and positive behavioral outcomes.
Practical implications
The results of this study have several implications for online retail managers and fashion app developers. The study provides strong support for the idea that the extent to which online customers feel emotionally attached to fashion apps is strongly related to their e-WoM and repurchase intention. Moreover, the results of the study suggest that online retailers who are looking to cultivate emotional connections with consumers through fashion apps should prioritize three key areas: e-servicescape, customer experience and perceived value of online shopping.
Details
Keywords
Sandra Maria Correia Loureiro, Ricardo Godinho Bilro and Fernando José de Aires Angelino
The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the…
Abstract
Purpose
The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda.
Design/methodology/approach
A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles.
Findings
From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research.
Originality/value
There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field.
Propósito
En este documento se revisan los estudios sobre el uso de la realidad virtual (RV) y la GamificaciĂłn para involucrar a los estudiantes en la educaciĂłn superior en marketing, se identifican los principales temas de investigaciĂłn tratados, las lagunas de investigaciĂłn y se sugiere una agenda futura de investigaciĂłn.
Diseño/metodología/enfoque
Una revisiĂłn de la literatura basada en dos bĂşsquedas en Web of Science (WOS) permitiĂł identificar 115 artĂculos. La minerĂa de textos se utilizĂł para realizar un anĂĄlisis de texto completo de los artĂculos relacionados con RV y gamificaciĂłn en la educaciĂłn superior. Los autores tambiĂŠn compararon las caracterĂsticas mĂĄs destacadas de los artĂculos.
Hallazgos
A partir de este anĂĄlisis, se encuentran y analizan cinco grandes temas de investigaciĂłn: metodologĂas de enseĂąanza y educaciĂłn, experiencia y motivaciĂłn, compromiso de los estudiantes, aplicadas a la RV y la gamificaciĂłn. BasĂĄndose en esto y siguiendo el marco del TCCM, el artĂculo proporciona una agenda futura de investigaciĂłn.
Originalidad/valor
No hay una revisiĂłn exhaustiva que explore los temas, las teorĂas, construcciones y mĂŠtodos utilizados en estudios anteriores relativos a RV y gamificaciĂłn aplicados a servicios de educaciĂłn superior basados en todos los artĂculos publicados en revistas acadĂŠmicas. Esta revisiĂłn proporciona una panorĂĄmica mĂĄs detallada y sugiere a los acadĂŠmicos nuevas lĂneas de trabajo para seguir desarrollando este campo de investigaciĂłn.
目的
ćŹćççŽçćŻĺ饞为äşćéŤĺŚçĺä¸éŤçćč˛č使ç¨čćç°ĺŽ(VR)ĺ游ćĺçčĽéćšé˘çç 犜ďźäťĽçĄŽĺŽĺŽäťŹçç 犜丝é˘ďźç 犜塎čˇďźĺšśäťĽć¤ĺĺ¤ćŞćĽçç 犜莎ç¨ă
文章设计/方法
ćŹćçćçŽçťźčż°ćŻĺşäşWeb of Scienceç两个ćç´˘čŻčżčĄçďźćçťćç´˘ĺş115çŻćçŤ ăćŹćéç¨ććŹćććšćłďźĺŻšä¸éŤçćč˛ä¸çčćç°ĺŽĺ游ćĺç¸ĺ łç莺ćčżčĄĺ ¨ćĺćăä˝č čżćŻčžäşčżäşćçŤ ä¸ĺç°çćžčçšĺžă
研究结果
äťčżä¸č°ćĽä¸ďźć䝏ĺç°ĺšśĺćäşäşĺ¤§ç 犜丝é˘ďźĺłćĺŚćšćłä¸ćč˛ăä˝éŞä¸ĺ¨ćşăĺŚçĺä¸ăčćç°ĺŽĺşç¨ç莺ĺ游ćĺăĺ¨ć¤ĺşçĄä¸ďźéľĺžŞç莺ćŚĺżľăçšĺžăćšćłčŽşćĄćśďźä¸şäťĺçç 犜ćäžäşćšĺă
本文独创性/价值
çŽĺďźĺ¨ćĺ¨ĺŚćŻćĺä¸ĺ襨çćććçŤ ďźé˝ć˛Ąć寚䝼ĺžĺ łäşčćç°ĺŽĺ游ćĺĺşç¨äşéŤçćč˛ćĺĄçç 犜ç丝é˘ăç莺ăçťćĺćšćłčżčĄĺ ¨é˘ççťźčż°ăćŹćć¨ĺ¨ćäžć´ćˇąĺťçč§č§ŁďźäťĽĺ¸ŽĺŠĺŚč 䝏为čżä¸ç 犜é˘ĺçĺĺąĺĺşč´ĄçŽă
Details
Keywords
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…
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 Mâs 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.
Details
Keywords
This research examines the effects of winningâlosing perception, generated from success and failure results, on consumersâ risk preference.
Abstract
Purpose
This research examines the effects of winningâlosing perception, generated from success and failure results, on consumersâ risk preference.
Design/methodology/approach
Using different manipulations of success and failure and different measurements of risk preference tendency, the authors conducted five experiments to carry out the research.
Findings
Using different manipulations of success and failure and different measurements of risk preference tendency, five experiments were conducted to demonstrate that a clear success increases consumerâ sense of power, which in turn raises their subsequent risk preference; a clear failure, however, decreases consumersâ sense of power, which in turn reduces their subsequent risk preference. Furthermore, a close result can moderate this effect; that is, the difference between narrow-winners and narrow-losersâ risk preferences is weakened.
Originality/value
This study further enriches the research on the impact of winningâlosing perception on individualsâ behavior and provides suggestions on how to use the results of online and offline competitions to carry out marketing activities.
Details
Keywords
Kapil Khandeparkar and Manoj Motiani
Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the…
Abstract
Purpose
Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied how these two love types differ in its genesis and consequences. Therefore, the paper aims to discuss this issue and intends to fill this gap.
Design/methodology/approach
This study performed a multi-group analysis using (PLS-SEM) between two groups of customers (real-buyers and fake-buyers) to elucidate the factors that separate fake-love from real-love. This study adopted a combination of convenience sampling and field visits to identify 500 individuals who were classified as either real-buyers or fake-buyers.
Findings
The relationship between social-self and brand love is significantly stronger for fake-buyers as compared to real-buyers. However, the relationship between inner-self and brand love is significantly stronger in the case of real-buyers as compared to fake-buyers. Real-buyers tend to be more brand resilient than fake-buyers as their love emanates primarily from the inner-self. Additionally, fake-buyers indulge in +WOM more than real-buyers as their brand love emanates from the social-self.
Originality/value
This is the first study to explore the concept of brand love among consumers who purchase counterfeits in spite of being able to afford the original brands. This is also the first study that is focused on identifying the antecedents and outcomes that separate real-love from fake-love.
Details
Keywords
Hamed Rezapouraghdam, Osman M. Karatepe and Constanta Enea
This paper aims to propose a conceptual model which can be used in tourism and hospitality organizations to nurture human behavior change in favor of people and the planet's…
Abstract
Purpose
This paper aims to propose a conceptual model which can be used in tourism and hospitality organizations to nurture human behavior change in favor of people and the planet's well-being.
Design/methodology/approach
A detailed review of the relevant theories and previous studies was conducted in this study.
Findings
Eight propositions have emerged in this research illustrating the mechanisms through which spiritual leadership within organizations can lead to a sustainable recovery of people and the planet during and post-pandemic era.
Practical implications
In line with the United Nation's agenda for sustainable development goals, this paper provides important insights for managers, policymakers, and practitioners on a soft transition toward sustainable business practices as an attempt toward the social, environmental, and economic prosperity for people and the planet.
Originality/value
This research is one of the few studies exploring the contribution of spiritual leadership in tourism and hospitality organizations to the well-being of people and the planet.
Details
Keywords
This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory…
Abstract
Purpose
This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).
Design/methodology/approach
Since brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.
Findings
Findings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.
Research limitations/implications
This research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.
Originality/value
The current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.
Details