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Open Access
Article
Publication date: 2 February 2023

Liezl-Marié van der Westhuizen and Stefanie Wilhelmina Kuhn

This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of…

2231

Abstract

Purpose

This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of mouth.

Design/methodology/approach

Using a descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media and who had bought handmade clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the interrelationships between consumers' self-expression, brand love and word of mouth.

Findings

Brand love intervenes between consumers' self-brand connections and word of mouth about handmade clothing. More specifically, brand love strengthens positive word of mouth online and mitigates negative word-of-mouth intentions following a handmade clothing product failure scenario.

Research limitations/implications

The study enlightens scholarly understanding of consumers' self-expression motivations for using ready-made handmade clothing that results in brand love and positive word of mouth.

Practical implications

Handmade clothing marketers who tap into consumers' self-expression and who can establish brand love among consumers can similarly create beneficial consumer–brand relationships.

Originality/value

Consumers often use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as a mechanism to explain the linkage of consumers' self-brand connections to word of mouth about handmade clothing.

Details

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

Keywords

Open Access
Article
Publication date: 8 March 2024

Nasra Shokat Kara

Although previous studies have examined the influence of celebrity involvement in behavioural intentions, the role of celebrity dimensions such as attraction, self-expression and…

Abstract

Purpose

Although previous studies have examined the influence of celebrity involvement in behavioural intentions, the role of celebrity dimensions such as attraction, self-expression and centrality in influencing tourists’ intention in the context of developing countries such as Tanzania remains largely unaddressed. This study, therefore, examined the relationship between celebrity involvement and domestic tourists' intentions to visit tourist attractions, attitude being the mediating variable.

Design/methodology/approach

A questionnaire was self-administered on a convenient sample of 279 domestic tourists in the Tanzania’s four largest regions, namely, Dar es Salaam, Mbeya, Arusha and Mwanza. Employing a quantitative research approach, structural equation modelling was performed to test the cause-and-effect relationships between celebrity involvement and tourists’ intentions before testing the mediating role of attitude in such a relationship. Confirmatory factor analysis was also performed to test the measurement models.

Findings

Attraction emerged to be the main determinant of the celebrity dimension that significantly influenced domestic tourists’ travel intentions, whereas attitude partially mediates such a relationship. Moreover, Bongo Fleva musicians, particularly Diamond Platnumz, one of the leading celebrities in this genre, were found to influence most of the respondents’ travel intentions – he posted a picture on his Instagram account of him touring the Serengeti National Park.

Research limitations/implications

The study focused on domestic tourists residing in four of the Mainland Tanzania’s largest regions, hence excluding those residing on the islands of Unguja and Pemba. Due to cultural differences, including the islands not only could unleash new perspectives on celebrity involvement dimensions but also could have introduced new determinants of travel intentions.

Practical implications

This study offers guidance to tourism businesses on designing their marketing campaigns that they should harness celebrity’s attractive qualities effectively. The focus should be directed not only towards linking destinations with celebrities but also on stimulating positive perception of those destinations, aligning with the attitudes of their followers.

Social implications

The study has set out a new perspective for researchers, practitioners and tourism businesses to refine their promotional strategies and for academicians to gain a deeper understanding of visitor behavioural intention dynamics.

Originality/value

This study has proposed and verified that attraction is a dominant determinant compared to self-expression and centrality in explaining tourists’ travel intentions and attitudes, which play a significant role in explaining such a relationship. Although the study employed a modified theory of planned behaviour in a celebrity involvement study, the findings have broadened the understanding and its applicability in the context of a developing country.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

Keywords

Open Access
Article
Publication date: 1 March 2024

Alshaimaa Bahgat Alanadoly and Suha Fouad Salem

The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game…

Abstract

Purpose

The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.

Design/methodology/approach

A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.

Findings

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.

Originality/value

The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

研究目的

本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。

研究設計/方法/理念

研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。

研究結果

研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。

研究的原創性/價值

本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響。

Details

European Journal of Management and Business Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2444-8451

Keywords

Open Access
Article
Publication date: 19 February 2024

Tiina Kemppainen and Tiina Elina Paananen

This study examines the dualities of digital services – that is, how customers’ favorite everyday digital services can positively and negatively contribute to their well-being…

Abstract

Purpose

This study examines the dualities of digital services – that is, how customers’ favorite everyday digital services can positively and negatively contribute to their well-being. Thus, the study describes the meanings of favorite digital services as part of customers’ everyday lives and the types of well-being to which such services can contribute.

Design/methodology/approach

We used a qualitative research approach through semi-structured interviews conducted in 2021 to collect data from 14 young adults (22–31 years old) who actively used digital services in their daily lives.

Findings

Our findings revealed that customers’ favorite everyday digital services can contribute to their mental well-being, social well-being, and intellectual well-being. Within these three dimensions of well-being, we identified nine dualities of digital services that describe their positive and negative contributions: (1) digital escapism versus digital disruption, (2) digital relaxation versus digital stress, (3) digital empowerment versus digital subjugation, (4) digital augmentation versus digital emptiness, (5) digital socialization versus digital isolation, (6) digital togetherness versus digital exclusion, (7) digital self-expression versus digital pressure, (8) digital learning versus digital dependence, and (9) digital inspiration versus digital stagnation.

Practical implications

These findings suggest that everyday digital services have the potential to contribute to customer well-being in various aspects – both positively and negatively – accentuating the need for service providers to decipher the impacts of their offerings on well-being. Indeed, understanding the relationship between digital services and customer well-being can help companies tailor their services to customers’ needs. Companies that prioritize customer well-being not only benefit their customers but also create sustainable growth opportunities in the long run. Further, companies can use the derived information in service design to develop marketing strategies that emphasize the positive impacts of their digital services on customer well-being.

Originality/value

Although prior transformative service studies have investigated the well-being of multiple stakeholders, such studies have focused on services related to the physical and healthcare domains. Consequently, the role of everyday digital services as contributors to customer well-being is an under-researched topic. In addition, the concept of well-being and its various dimensions has received limited attention in previous service research. By investigating everyday digital services and their multidimensional contribution to customer well-being, this study broadens the perspective on well-being within TSR and aids in refining a more precise conceptualization.

Details

Journal of Service Theory and Practice, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-6225

Keywords

Open Access
Article
Publication date: 23 March 2023

Teresa Fernandes and Manuel Aires de Matos

Non-profit organizations (NPO) contribute significantly to the welfare of citizens and communities. Engagement in volunteering is crucial for sustaining volunteer motivation and…

3522

Abstract

Purpose

Non-profit organizations (NPO) contribute significantly to the welfare of citizens and communities. Engagement in volunteering is crucial for sustaining volunteer motivation and for the effective and efficient functioning of NPO, with significant implications for society at large. Yet, literature on volunteer engagement (VE) is limited to date. Grounded on service-dominant logic, self-congruity theory and self-determination theory, this study aims to understand what motivates VE and how it may evolve into a co-creation process valuable to NPO and its stakeholders.

Design/methodology/approach

Based on survey data collected from 450 volunteers, working with a diverse set of NPO, a comprehensive model of drivers and outcomes of VE was empirically tested using PLS-SEM, considering the mediating role of volunteers' congruence with the core values of the NPO.

Findings

The impact of volunteers' perceived autonomy, competence and relatedness on VE and its subsequent role in volunteers' loyalty and extra-role engagement behaviors (i.e. co-development, influencing and mobilizing behaviors) were validated. Moreover, the study validates value congruence as an internalizing mediating mechanism in the engagement process, a role that has been implied but not empirically tested.

Originality/value

The study contributes to the engagement and volunteering literature, which despite an unprecedented parallel have developed almost independently, with limited reference to one another. As the nomological network of VE is still underexplored, the study extends the engagement literature to the volunteering sector, validating the key (but underexplored) role of self-determination needs and value congruence in driving VE and value co-creation behaviors. The study further adds to engagement research while addressing other actors' engagement beyond the customer–brand dyad. While adopting a seldom explored marketing perspective of VE, this study provides NPO valuable insights on how to manage and engage volunteers.

Content available
Article
Publication date: 7 December 2021

Ayşegül Akçay Kavakoğlu, Derya Güleç Özer, Débora Domingo-Callabuig and Ömer Bilen

The paper aims to examine the concept of architectural design communication (ADC) for updating design studio dynamics in architectural education during the Covid-19 pandemic…

1021

Abstract

Purpose

The paper aims to examine the concept of architectural design communication (ADC) for updating design studio dynamics in architectural education during the Covid-19 pandemic. Within this perspective, the changing and transforming contents of architectural education, the thinking, representation and production mediums are examined through the determined components of ADC. There are five components in the study, which are (1) Effective Language Use, (2) Effective use of Handcrafts, (3) Effective Technical Drawing Knowledge, (4) Effective Architectural Software Knowledge and (5) Outputs.

Design/methodology/approach

The research method is based on qualitative and quantitative methods; a survey study is applied and the comparative results are evaluated with the path analysis method. The students in the Department of Architecture of two universities have been selected as the target audience. Case study 1 survey is applied to Altinbas University (AU) and Case study 2 survey is applied to Universitat Politecnica de Valencia (UPV) students during the COVID-19 pandemic; ‘19-‘20 spring term, online education.

Findings

As a result, two-path analysis diagrams are produced for two universities, and a comparative analysis is presented to reveal the relationships of the selected ADC components.

Originality/value

This paper fulfills an identified need to study how ADC can be developed in online education platforms.

Open Access
Article
Publication date: 21 August 2021

Giuseppe Tacconi, Vidmantas Tūtlys, Marco Perini and Genute Gedvilienė

The present study aims to reveal common and diverging trends in the development of pedagogical competences of vocational education and training (VET) teachers and trainers in…

1757

Abstract

Purpose

The present study aims to reveal common and diverging trends in the development of pedagogical competences of vocational education and training (VET) teachers and trainers in Italy and Lithuania.

Design/methodology/approach

A structured survey was administered to Italian and Lithuanian teachers. The collected data were analysed and compared.

Findings

Results show that there are many common challenges and problems in the development of pedagogical competencies of the VET teachers in both countries; e.g.: the marginalisation of the VET teacher's work and working conditions, especially the dissatisfying wages and poor career opportunities, and the absent or weak institutionalisation of the VET teacher's qualifications and training.

Originality/value

The emerged results can be useful for directors of VET-centres and VET-schools to manage training and pedagogical growth of teachers both in Italy and in Lithuania. Moreover, the outputs can be considered as a set of suggestions also by the policymakers both at national and European level.

Details

European Journal of Training and Development, vol. 45 no. 6/7
Type: Research Article
ISSN: 2046-9012

Keywords

Content available
731

Abstract

Details

Foresight, vol. 8 no. 3
Type: Research Article
ISSN: 1463-6689

Keywords

Open Access
Article
Publication date: 3 June 2019

Tae-Yeol Kim, Brad Gilbreath, Emily M. David and Sang-Pyo Kim

The purpose of this paper is to test whether self-verification striving serves as an individual difference antecedent of emotional labor and explore whether various emotional…

3403

Abstract

Purpose

The purpose of this paper is to test whether self-verification striving serves as an individual difference antecedent of emotional labor and explore whether various emotional labor tactics acted as mediating mechanisms through which self-verification striving relates to employee outcomes.

Design/methodology/approach

The sample used in this paper consisted of supervisor–subordinate dyads working in six hotels in South Korea and used multi-level analyses and the Monte Carlo method to test the research hypotheses presented in this paper.

Findings

Self-verification striving was positively and directly related to job performance as well as two out of three forms of emotional labor (i.e. the expression of naturally felt emotions and deep acting). Self-verification striving also indirectly related to job satisfaction through the expression of naturally felt emotions and indirectly related to job performance through deep acting.

Practical implications

The findings of this paper suggest that organizations should consider self-verification striving as an employment selection criterion and provide training programs to help their customer service employees engage in appropriate types of emotional labor.

Originality/value

This paper is the first to explore the underlying mechanisms through which self-verification striving relates to employee outcomes. It also empirically bolsters the notion that expressing naturally felt emotions is an important means of authentic self-expression that positively contributes to job satisfaction. Further, the authors found that self-verification striving positively relates to job performance partially through deep acting. Moreover, they have shown that self-verification striving, as an individual differences variable, is an antecedent of different types of emotional labor.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

Open Access
Book part
Publication date: 20 February 2023

Brita Ytre-Arne

This chapter discusses how media use changes when everyday life undergoes change, focusing on major life transitions. I briefly introduce different perspectives on evolving media

Abstract

This chapter discusses how media use changes when everyday life undergoes change, focusing on major life transitions. I briefly introduce different perspectives on evolving media repertoires across the life course, and argue for the relevance of studying periods of destabilization and reorientation, when elements of media repertoires and modes of public connection are temporarily or more permanently transformed. I argue that easily adaptable media technologies such as smartphones tend to become more important in unsettled circumstances, as easy-to-reach for tools for new forms of self-expression, information-seeking or social contact, in accordance with shifting social roles and everyday circumstances. The primary empirical material analyzed in the chapter is a small qualitative interview study with mothers, about their media use the first year with a new-born.

Details

Media Use in Digital Everyday Life
Type: Book
ISBN: 978-1-80262-383-3

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