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Article
Publication date: 6 February 2017

Y.L.R. Moorthi and Bijuna C. Mohan

The purpose of this paper is to relate the customer value proposition offered by a bank with its structure of ownership.

1582

Abstract

Purpose

The purpose of this paper is to relate the customer value proposition offered by a bank with its structure of ownership.

Design/methodology/approach

The study adopted a combination of exploratory and descriptive approaches. The attitudes and opinions of bank customers were gauged through a survey. Based on literature, a pool of items was identified to measure the construct of value proposition. It was hypothesized that different types of banks in India are chosen for different benefits offered by them. The relationship between value proposition and its constituent variables functional, emotional and self-expressive benefits was analyzed using multiple regression.

Findings

Results prove that while self-expressive benefits drive the choice of foreign banks (FBs), functional benefits are important for all types of banks.

Research limitations/implications

The research intends to study only the perceptions of customers having an account in Indian public sector banks, private sector banks or FBs.

Practical implications

The study helps to relate the type of bank (public, private or foreign) a customer chooses, with the value proposition it offers. Using this study, banks can configure the value proposition that is appropriate for their target segment.

Originality/value

The paper examines the value proposition offered by the three different types of banks (public, private and foreign) empirically. It links bank choice of the customer to the benefit assortment offered by different types of banks.

Details

International Journal of Bank Marketing, vol. 35 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 2 May 2017

Jialing Lin, Antonio Lobo and Civilai Leckie

The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands…

7184

Abstract

Purpose

The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined.

Design/methodology/approach

Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model.

Findings

The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image.

Research limitations/implications

This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty.

Originality/value

Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 30 January 2024

Aušra Rūtelionė and Muhammad Yaseen Bhutto

This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple…

Abstract

Purpose

This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple mediation model.

Design/methodology/approach

Data were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.

Findings

The findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior.

Originality/value

These findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulus–organism–response (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.

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

Article
Publication date: 16 June 2022

Xiaohua Chen and Timothy J. Lee

This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and…

1181

Abstract

Purpose

This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and biospheric value orientation perceived by customers on eco-friendly behavior.

Design/methodology/approach

This study focuses on the mediating role of trust in green brands and its perceived benefits (including psychological and environmental benefits). This study involved an online survey of 445 customers who had experienced using OFD services in the past six months.

Findings

The platform's green brand legitimacy and consumer perceived biospheric value orientation positively impact trust in green brands. Trust in green products and services significantly affects customers' perceived benefits and has a positive impact on eco-friendly service using behavior. Mediating effect analysis indicated that brand legitimacy and biospheric value have a positive indirect influence on the psychological benefits of supporting green activities and utilitarian environmental benefits.

Research limitations/implications

The convenience sampling method is used, and its purely quantitative nature may limit the generalization of the research results.

Practical implications

The OFD platform should encourage online catering retailers to use more eco-friendly packages for packaging food and minimize the provision of disposable tableware. The platform manager can provide consumers with knowledge and information on lowering related environmental pollution sources when ordering food.

Originality/value

This study innovatively introduces brand legitimacy into the green consumption literature. This is an essential expansion of the content of brand legitimacy and a supplement for the research field of eco-friendly behavior.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 11
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 7 September 2010

Irma Tikkanen and Mari Vääriskoski

The purpose of this paper is to describe the attributes and benefits of branded bread as perceived by the consumers.

2086

Abstract

Purpose

The purpose of this paper is to describe the attributes and benefits of branded bread as perceived by the consumers.

Design/methodology/approach

Previous research on bread is illustrated briefly. The concepts of brand identity and image are introduced, and the brand as a product is presented and subsequently a value proposition is described and used as a theoretical model.

Findings

The findings indicate that nine types of attributes and six types of benefits as perceived by the consumers were found. The types of attributes were related to raw materials, taste, manner of baking, characteristics of the bread, outward appearance, quality, origin, package, and comparison with competing breads. The types of benefits were classified as functional, emotional, self‐expressive, and social. Furthermore, two types of price benefits emerged (positive and negative). The targeted brand identity by the bakery and the perceived image of the branded bread by the consumers were compatible. The brand image as perceived by the customers was varied.

Practical implications

The bakery can utilize the findings in its marketing communication, advertising, campaigns, and when planning the assortment. The findings offer valuable information also for the advertising agency when designing the advertising messages and the unique selling propositions for the case bread.

Originality/value

Compared to the existing research on bread, the contribution of the results is that the bread was analysed from the point of view of the attributes and benefits it offers.

Details

British Food Journal, vol. 112 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Book part
Publication date: 3 July 2018

Abstract

Details

Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

Article
Publication date: 31 December 2020

Jialing Lin and Zhimin Zhou

The purpose of this study is to investigate how green brand positioning facilitated by utilitarian environmental benefits and nature connectedness may influence green brand image…

1989

Abstract

Purpose

The purpose of this study is to investigate how green brand positioning facilitated by utilitarian environmental benefits and nature connectedness may influence green brand image, as mediated by green perceived value (GPV) and brand innovativeness and how brand type moderates these relationships.

Design/methodology/approach

Data were collected using an online survey method, and structural equation modeling was employed to test the research hypotheses with a sample of 826 Chinese respondents.

Findings

The results demonstrate that utilitarian environmental benefits directly enhance green brand image. Both utilitarian environmental benefits and nature connectedness indirectly influence green brand image through GPV and brand innovativeness. Subsequently, green brand innovativeness positively affects GPV. The moderating effects of brand type on the relationships in the model are also established.

Practical implications

Organisations should enhance green value and brand innovativeness when adopting green brand positioning tools to strengthen green brand image and implement diverse green branding strategies between brands of physical goods and services.

Originality/value

Although previous studies have investigated how perceived benefits affect the development of brand image, the issue has not been examined based on the human associative memory framework from a green branding perspective. No empirical study has simultaneously included both green brand innovativeness and GPV in this formation process. Additionally, the moderating role of brand type in the model has not been explored previously.

Details

International Journal of Emerging Markets, vol. 17 no. 6
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 1 October 2019

Wioleta Kucharska

There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to…

1972

Abstract

Purpose

There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation.

Design/methodology/approach

Data were collected from a convenience sample of 712 cases gathered among young European Facebook users via an electronic survey and analyzed using the structural equation modeling method.

Findings

Customer–other customers’ identification is a pivotal factor in influencing brand community identification.

Practical implications

If companies want to implement online brand communities into business models effectively and co-create brand value, they need deliver brand content useful for customer self-expression and social interaction to enhance consumer-brand identification and customer–customer social bonds which enable to transform the audience into a community. Focusing on the constant reinforcement of online brand community by supporting customer–customer relationships is critical for voluntary value co-creation.

Originality/value

The main contribution of this study to the literature on online brand communities is the presentation and empirical verification of pivotal social mechanisms of online brand community identification considered as a starting point to potential co-creation and capturing value based on the social presence theory.

Article
Publication date: 1 December 2020

Talita Leoni Rizkitysha and Arga Hananto

Despite the high research interest regarding Halal products, most studies on Halal products focused on food and cosmetics. This study aims to examine the factors that affect the…

2196

Abstract

Purpose

Despite the high research interest regarding Halal products, most studies on Halal products focused on food and cosmetics. This study aims to examine the factors that affect the attitude and purchase intention of non-food Halal products in a limited context of detergent products. This study is derived from the theory of reasoned action. It incorporates knowledge, religiosity and perceived usefulness of Halal label as antecedents of attitude.

Design/methodology/approach

This study applied a self-administered online questionnaire. Data were collected through an online survey with a non-probability sampling technique (convenience sampling). The study retained a total of 264 valid responses. The respondents mainly consisted of Muslim consumers from the 18–24 age group (62.5%), followed by the 25–31 age group (29.2%). Data were analyzed using partial least square structural equation modeling.

Findings

The results indicate that attitude toward Halal-labeled detergent is affected by the perceived usefulness of the Halal label, and knowledge of Halal. Consequently, attitude toward Halal-labeled detergent positively affects intention to buy Halal-labeled detergent. This study also suggests that religiosity has a positive effect on the perceived usefulness of the Halal label and purchase intention of Halal detergent.

Originality/value

This study is among the few studies that discuss the antecedents and consequences of attitude toward Halal products in the context of detergent, a non-food Halal product category besides cosmetics. Muslim consumer responses toward Halal label were mostly researched in food and cosmetics contexts, while in some countries such as Indonesia, Halal labeling on all products has recently become mandated by legislation. Hence, this study provides some insights regarding Muslim consumer’s attitudes toward Halal-labeled products besides food and cosmetics.

Article
Publication date: 29 February 2008

Bhimrao M. Ghodeswar

The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India.

64216

Abstract

Purpose

The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India.

Design/methodology/approach

This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework for building brand identity in sequential order, namely, positioning the brand, communicating the brand message, delivering the brand performance, and leveraging the brand equity.

Findings

Brand‐building effort has to be aligned with organizational processes that help deliver the promises to customers through all company departments, intermediaries, suppliers, etc., as all these play an important role in the experience customers have with the brand.

Originality/value

The paper uses case studies of leading Indian brands to illustrate the importance of action elements in building brands in competitive markets.

Details

Journal of Product & Brand Management, vol. 17 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

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