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Article
Publication date: 5 June 2017

Aditi Sarkar Sengupta and Sreejesh S. Pillai

The purpose of this paper is threefold. First, the authors investigate the influence of other customer perception (OCP) on focal customer’s service quality perception and…

Abstract

Purpose

The purpose of this paper is threefold. First, the authors investigate the influence of other customer perception (OCP) on focal customer’s service quality perception and service revisit intention in hotel services. Second, they examine whether negative effects of OCP can be managed through customer participation. Finally, they examine the effectiveness of CP as a strategy when individuals vary in terms of their need for uniqueness (NFU).

Design/methodology/approach

A 2 (OCP: favorable versus unfavorable) × 2 (customer participation: customer participation versus no customer participation) × 2 (NFU: high versus low) between-subjects experiment was conducted to collect responses. Analysis of variance and pre-planned contrast tests were carried out to test the hypotheses.

Findings

Customers who are exposed to unfavorable OCP reported low service quality evaluation and revisit intention. However, two-way interaction results supported that in unfavorable OCP situation, customers who are exposed to high customer participation have reported high revisit intention compared to those who are not exposed to customer participation. In addition, the three-way interaction effects indicate that customer participation may work as an intervention mechanism to reduce the negative effects of OCP to form favorable service quality perception and revisit intention only for customers with low NFU.

Originality/value

This is the first in its stream of studies examining the following research questions: “Can the negative effects of OCP be mitigated with the help of managerial intervention?”; and “Would a customer’s individual differences influence the effectiveness of such an intervention strategy?”

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 11 no. 2
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 17 July 2017

Devika Vashisht and Sreejesh S. Pillai

The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of…

Abstract

Purpose

The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online advergames. Specifically, this investigation uses limited capacity model of attention and persuasion knowledge model to expound the conditions under which brand placements create attention, elaboration and subsequent brand recall and brand attitude.

Design/methodology/approach

A 2 (brand prominence: prominent versus subtle) × 2 (game involvement: high versus low involvement) × 2 (persuasion knowledge: high versus low) between-subjects measures design is used. A total of 224 student gamers participated in the study. A between-subjects measures multivariate analysis of variance is used to test the hypotheses.

Findings

The results show that an advergame with prominent brand placement under low game involvement condition results in high brand recall but less favorable brand attitude than under high game involvement condition. Furthermore, a three-way interaction shows that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report high brand recall than the subjects with low persuasion knowledge. The findings also reveal that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report less favorable brand attitude than the subjects with low persuasion knowledge.

Research limitations/implications

This paper adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of online advergames, and expounds the role played by brand placement and its boundary conditions to create customers’ brand memory and attitude. Furthermore, this investigation adds to the marketing knowledge on how and where to position and embed the brands effectively in advergames taking into account the characteristics of the gamer, such as the game involvement and gamers’ persuasion knowledge about the advergame.

Originality/value

This study adds to the works of online advertising, particularly the advergames by discovering the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude. Also, this study is the first in its stream toward understanding the moderating role of persuasion knowledge on Indian gamers’ recall and attitude in the context of online advertising.

Details

Journal of Product & Brand Management, vol. 26 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 2 October 2017

Debjani Sahoo and Sreejesh S. Pillai

The purpose of this paper is to examine the potential influence of the mobile banking (M banking) servicescape on customer attitude and engagement. The…

Abstract

Purpose

The purpose of this paper is to examine the potential influence of the mobile banking (M banking) servicescape on customer attitude and engagement. The stimulus-organism-response framework was adapted to formulate a conceptual model, in which the M banking servicescape was modelled as an antecedent (stimulus) of customer attitudes towards M banking (organism), in turn directing customer behaviour (response), namely, customer engagement.

Design/methodology/approach

A web-based survey of 345 M banking users was conducted to gather data. The structural equation modelling technique was employed to analyse the conceptual model and test the proposed set of hypotheses.

Findings

The results of data analyses showed that M banking servicescape is a strong predictor of customer attitude towards M banking, which then influences customer engagement. The findings also demonstrate that customer attitudes towards M banking mediate both the M banking servicescape and engagement.

Originality/value

The extension of servicescape literature from the physical to the online context of M banking provides a notable new realm in which academicians can extend the current paradigms. This study also enhances understanding of potential improvements to customer attitude towards and engagement with M banking.

Details

International Journal of Bank Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 8 August 2016

Devika Vashisht and Sreejesh S. Pillai

The purpose of the paper is to examine whether there is any difference in persuasion of brands embedded in the advergame because of the differences in nature of the game…

Abstract

Purpose

The purpose of the paper is to examine whether there is any difference in persuasion of brands embedded in the advergame because of the differences in nature of the game (speed), and are there any differences in persuasion in the same context if the brand is prominently placed versus subtly placed and congruent versus incongruent with the game context.

Design/methodology/approach

A 2 (nature of advergame: fast or slow) × 2 (brand prominence: prominent or subtle) × 2 (game-product congruence: high or low) between-subject measures design is used; 280 graduate students participated in the study. A 2 × 2 × 2 between-subjects ANOVA is used to test the hypotheses.

Findings

The findings support that slow-paced advergames with prominent brand placements result in high ad-persuasion compared to subtle brand placements. On the other hand, fast-paced advergames show no difference in persuasiveness despite the fact that whether it is a subtle placement or prominent placement. Furthermore, results also indicate that slow-paced games with prominent placement in low game-product congruence condition resulted in high ad-persuasion compared to that in high game-product congruence condition.

Research limitations/implications

The process of experimentation used in this study to collect responses were susceptible to some limitations. However, findings of the study are very important for advertising practitioners in terms of game design, implementation and for an effective use of brand and product placements in advergames.

Originality/value

This research contributes to the literature of online advertising, specifically advergaming context by exploring the impact of nature of game and brand prominence on gamers’ ad-persuasion. Also, this study is the first attempt toward understanding the moderating role of game-product congruence on gamers’ ad-persuasion in the context of advergames.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Content available
Article
Publication date: 21 March 2016

Cleopatra Veloutsou and Francisco Guzman

Abstract

Details

Journal of Product & Brand Management, vol. 25 no. 1
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 15 August 2016

Cleopatra Veloutsou and Francisco Guzman

Abstract

Details

Journal of Product & Brand Management, vol. 25 no. 5
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 17 July 2017

David Taylor and Iryna Pentina

Abstract

Details

Journal of Product & Brand Management, vol. 26 no. 4
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 13 November 2017

Tommi Laukkanen

Abstract

Details

International Journal of Bank Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 11 December 2018

Sreejesh S., Juhi Gahlot Sarkar, Abhigyan Sarkar and Anusree M.R.

This paper aims to investigate how consumers’ satisfaction and commitment towards hotel brands can be impacted by the consumers’ prevailing brand relationship norms.

Abstract

Purpose

This paper aims to investigate how consumers’ satisfaction and commitment towards hotel brands can be impacted by the consumers’ prevailing brand relationship norms.

Design/methodology/approach

Data were collected through experimental design and analysed using MANCOVA, structural equation modelling and Preacher and Hayes’ (2008) techniques.

Findings

The study findings indicate that the egoistic norms positively impact brand attachment styles/orientations, and the attachment orientations in turn negatively impact hotel brand satisfaction and commitment through the mediation of brand trust. Findings also reveal that altruistic norms have no significant impact on the attachment styles, but altruism impacts brand trust positively, which in turn positively impacts satisfaction and commitment.

Originality/value

This research adds value by examining how different consumer–brand association norms differently impact final brand satisfaction and commitment outcomes through creating healthy versus detrimental consumer–brand attachments.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 1
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 7 March 2019

Sara Catalán, Eva Martínez and Elaine Wallace

This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.

Abstract

Purpose

This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.

Design/methodology/approach

Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.

Findings

The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions.

Research limitations/implications

The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most.

Originality/value

This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.

Details

Journal of Product & Brand Management, vol. 28 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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