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Book part
Publication date: 9 December 2016

Soon-Ho Kim, Min-Seong Kim and Dong Hun Lee

Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the…

Abstract

Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.

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Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78635-615-4

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Book part
Publication date: 26 November 2020

Erik Kostelijk

People decide what is good or bad, or what they should or should not do, based on the values they cherish. Someone's values create the feeling that something is important for him…

Abstract

People decide what is good or bad, or what they should or should not do, based on the values they cherish. Someone's values create the feeling that something is important for him or her, and then motivate him or her to take action. Therefore, personal values are important psychological aspects that serve as predictors of many types of human behaviour. The use of values to evaluate, to predict or to assess behavioural choices and their outcomes has received increasing attention in psychology in recent years. An important psychological insight is that similarities between personal values and values provided by the context (e.g., not only values cherished by the people who are close to us but also values embedded in the brands that are relevant for us or in the communication messages we are confronted with) have an impact on subjective well-being. This psychological insight makes values relevant for other domains as well. This chapter explores the use of values in communication, and introduces mechanisms through which values can be used to stimulate communication effectiveness.

Book part
Publication date: 19 May 2010

Charles R. Enis

This chapter reports on the findings of the fourth wave of a longitudinal study of the image of accountants regarding perceptions of their instrumental and expressive traits. The…

Abstract

This chapter reports on the findings of the fourth wave of a longitudinal study of the image of accountants regarding perceptions of their instrumental and expressive traits. The four waves were conducted in 1972, 1982, 1992, and 2002. The images germane to this research were those reflected in the “looking glass” of undergraduate students, a relevant peer group of those potentially contemplating entry into the accounting profession. The accountant's stereotype has been blamed for harming the ability of the profession to attract individuals with excellent human relations and communications skills. The negative image originated when accounting was a male-dominated endeavor. Gender typing is important in forming impressions of vocational choices. Thus, this study investigates the manner in which the accountant's image has evolved as its gender composition has become balanced. My focus is on comparing the 2002 wave with the 1972 and 1992 waves. The latter comparison covers the period of the “Enron era” scandals.

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Ethics, Equity, and Regulation
Type: Book
ISBN: 978-1-84950-729-5

Book part
Publication date: 11 November 2019

Joydeep Biswas and R. V. Shabbirhusain

Purpose of this study was to understand intention of tourists to visit a destination by exploring factors related to destination image and self-congruity of tourists with…

Abstract

Purpose of this study was to understand intention of tourists to visit a destination by exploring factors related to destination image and self-congruity of tourists with destination image. A quantitative survey-based methodology was employed for gathering data. Study used a convenience sample of 225 students and faculty members from a leading university in India. Regression analysis was carried out for testing the main effect and moderation impact. The results revealed that cognitive destination image and self-congruity had a direct impact on destination image. However, the results did not establish a moderating effect of self-congruity on relationship between destination image and return intention. The study findings have direct implication for destination marketing managers for drafting a positioning strategy for their destinations.

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Methodological Issues in Management Research: Advances, Challenges, and the Way Ahead
Type: Book
ISBN: 978-1-78973-973-2

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Book part
Publication date: 20 January 2011

Xuehua Wang and Zhilin Yang

This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A…

Abstract

This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A large-scale survey was conducted in four major Chinese Mainland cities: Beijing, Shanghai, Guangzhou, and Chengdu. A total of 800 questionnaires were distributed for the study. Ultimately, 477 usable cases were collected for a 60 percent response rate. Results reveal that corporate-brand credibility and product-brand personality have direct positive effects on purchase intention. Furthermore, corporate-brand credibility acts as a positive moderator in the relationship between product-brand personality and purchase intention. This chapter offers new theoretical insights into the influential factors affecting consumers' purchase intentions by testing the moderating effect of corporate-brand credibility in the relationship between product-brand personality and purchase intention. It further provides useful suggestions to companies on brand credibility and personality issues.

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International Marketing
Type: Book
ISBN: 978-0-85724-448-2

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Book part
Publication date: 14 March 2024

Ângela Cunha and Beatriz Casais

Digital influencers, besides being a personal branding phenomenon, constitute, nowadays, important partners for brands in the digital environment. Despite the benefits for both…

Abstract

Digital influencers, besides being a personal branding phenomenon, constitute, nowadays, important partners for brands in the digital environment. Despite the benefits for both parties, the brand and the endorser, there is a risk when the individuals or the brand take part in some scandal or questionable activity, which causes a loss of credibility and reputation. The contagious effect of personal or corporate brand crisis with the partners is well reported in the literature. However, there are no studies about such occurrence in the digital environment, considering that the phenomenon of digital influence has some particularities differing from traditional celebrity endorsement. This chapter focuses on the research of the consequences of a change in the credibility of influencers or brands, after the occurrence of a negative situation, and the way in which this change affects the two parties involved, the brand and the influencer. We conducted a netnographic study of the social media pages of three digital influencers and the social media pages of a recognized fast fashion brand recognized in the digital world. We analyzed 1500 social media comments from their audiences and found that influencers suffer from a loss in sympathy and credibility by scandals while crisis communication strategies in corporate brands can prevent such damages. Strategic implications for brand managers and digital influencers managing their endorsements are addressed in the discussion.

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The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

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Abstract

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Gender and Tourism
Type: Book
ISBN: 978-1-80117-322-3

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The Value of Design in Retail and Branding
Type: Book
ISBN: 978-1-80071-580-6

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Book part
Publication date: 10 June 2021

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The Value of Design in Retail and Branding
Type: Book
ISBN: 978-1-80071-580-6

Book part
Publication date: 13 December 2023

Divya Singh and Ujjwal Kanti Paul

Despite efforts to reduce environmental pollution and wasteful fossil fuel use, electric vehicles (EVs) are still rare on the road. Why is it so challenging to get widespread EV…

Abstract

Despite efforts to reduce environmental pollution and wasteful fossil fuel use, electric vehicles (EVs) are still rare on the road. Why is it so challenging to get widespread EV adoption? One significant factor on which it heavily depends is one's awareness and understanding of EVs. However, due to an absolute lack of knowledge on the part of the populace, this factor becomes a huge impediment to the uptake of EVs. A systematic review of the electronic database Scopus for the years 2003–2022 was carried out on ‘EV awareness and adoption of EV’ while considering the ‘Preferred Reporting Items for Systematic Reviews and Meta-analysis’ (PRISMA) standards. A three-step identification process resulted in the ultimate detection of 41 papers, which were then thoroughly examined. A conceptual framework that encompasses the three key awareness aspects that influence EV adoption is developed. To encourage greater uniformity among EV researchers, this study's conclusions serve as a foundation for operationalising upcoming research efforts within a predetermined framework. The authors must therefore be optimistic that lingering technological, legislative, cultural, behavioural and business-model barriers may be overcome over time through widespread dissemination of knowledge and awareness related to EVs, making it possible for everyone to switch to greener, more economical and more efficient transportation solutions.

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Fostering Sustainable Development in the Age of Technologies
Type: Book
ISBN: 978-1-83753-060-1

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