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Article
Publication date: 21 June 2021

Hsueh Ling Wu, Tser Yieth Chen and Bo Heng Chen

This paper aims to use utilitarian benefits, hedonic benefits and corporate social responsibility to influence the consumer’s sense of brand identity and brand trust in…

Abstract

Purpose

This paper aims to use utilitarian benefits, hedonic benefits and corporate social responsibility to influence the consumer’s sense of brand identity and brand trust in social enterprise products and, thus, favourably affect repurchase intention.

Design/methodology/approach

This study dispatched 430 questionnaires in Taiwan. The top six social enterprises in the organic food industry in Taiwan that accounted for 84.0% of total green organic stores and they were selected for field investigation. This study used structural equation modelling.

Findings

The main path indicates that corporate social responsibility has a largely positive effect going through brand identity and brand trust, and then affecting the decision to repurchase. Therefore, the image of` corporate social responsibility was the greatest driving force. The secondary path indicated that utilitarian benefits positively affected brand identity and brand trust, which, in turn, positively affected repurchase intention. Therefore, utilitarian benefits were the secondary driving force of repurchasing social enterprise products.

Practical implications

This study indicates that social enterprises need to carry out effective corporate social responsibility to create a sense of strong brand trust in consumers’ minds. Empirical results can benefit social marketers for their product launches and promotions. Social enterprises can realize consumer differentiation preferences. With the effective grasp the information of consumer perception, the social marketers can turn passive into active and catch the marketing opportunities by the brand identity and trust to the content of the marketing programs design.

Originality/value

The novelty of this study is to propose an identity-repurchase intention (IRI) model, based on consumer information processing lens and self-congruency theory, to investigate the social enterprise perspective.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 15 June 2021

Elaine Wallace, Pedro Torres, Mário Augusto and Maryana Stefuryn

Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand

Abstract

Purpose

Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media.

Design/methodology/approach

Data from a study of 332 followers of brands on social media were analysed using structural equation modelling.

Findings

Results highlight the role of brand love in mediating the relationship between antecedents online brand engagement and consumer brand identification on intention to co-create value and willingness to pay a premium price. Consumers who trust the brand are more likely to intend to co-create value and are more willing to pay a price premium and these relationships are enhanced when the brand is loved.

Practical implications

Findings provide guidance for managers seeking to build brand friendship relationships with young consumers through social media. Results caution against a form of “superficial” friendship where the consumer may interact and co-create value online, yet fail to value the brand, evidenced through a willingness to pay a premium price.

Originality/value

The research identifies the critical role of brand love in fostering relationships with brands that young consumers follow on social media. The study reveals that neither online brand engagement nor consumer brand identification will result in co-creation of value or willingness to pay a premium price unless the consumer experiences brand love.

Details

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

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Article
Publication date: 18 January 2021

Ning Zhang, Liqin Yu, Alex S.L. Tsang and Nan Zhou

The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers…

Abstract

Purpose

The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency.

Design/methodology/approach

Two experiments were conducted to test the hypotheses. Study 1 establishes the interaction effect between evoked spokes-character dynamism and brand personality on brand trust and examines the mediating role of processing fluency. By introducing a control group and using purchase intention as the dependent variable, Study 2 further extends the results of Study 1.

Findings

The results of Studies 1 and 2 show that for sincere brands, spokes-characters with high dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with low dynamic imagery. However, for competent brands, spokes-characters with low dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with high dynamic imagery. In addition, processing fluency mediates the interaction effect between evoked spokes-character dynamism and brand personality on consumers’ evaluation.

Research limitations/implications

The studies considered only one method, “frozen motion,” to evoke perceived movement. Further studies using other methods are needed to allow for generalization.

Practical implications

The discerning use of dynamic imagery in spokes-character design involving advertisements may aid marketers in maximizing spokes-characters’ effect on consumers’ evaluation.

Originality/value

The perceived movement of spokes-characters is integrated into the cognition of brand personality. Marketers should take into account how the match between spokes-character dynamism and brand personality may influence consumers’ evaluation of the brand.

Details

European Journal of Marketing, vol. 55 no. 5
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 21 May 2021

Ahmad Aljarah and Pelin Bayram

Purpose: The purpose of this study is to explore the role of internal branding (IB) in fostering branding citizenship behavior in the hospitality context as well as the…

Abstract

Purpose: The purpose of this study is to explore the role of internal branding (IB) in fostering branding citizenship behavior in the hospitality context as well as the mechanisms underlying the relationship.

Design/methodology/approach: This study obtained empirical evidence from 377 hotel employees in North Cyprus.

Findings: Our findings support the positive relationship between IB and brand citizenship behavior (BCB). The evidence was found for a dual and sequential mediating role of brand trust and brand commitment. Moreover, the organizational climate serviced as a moderator to influence the positive relationships between IB and BCB.

Practical implication: This study has shown that employees are rewarding firms involved in IB initiatives in the form of BCB – directly and indirectly –through trust and commitment. This finding can advance managers’ understanding, enabling them to better manage their IB initiatives to achieve the most effective outcomes.

Originality/value: The research advances convergence between IB and BCB research streams, which has been under-explored in the tourism context. Besides, it extends the IB and brand citizenship literature through a novel dual and sequential mediation mechanism and organizational climate as a novel moderator.

Details

New Challenges for Future Sustainability and Wellbeing
Type: Book
ISBN: 978-1-80043-969-6

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Book part
Publication date: 11 June 2009

Quan Tran and Carmen Cox

In the literature on product branding, significant attention is given to brand equity in the consumer context, but relatively little attention is paid to the application…

Abstract

In the literature on product branding, significant attention is given to brand equity in the consumer context, but relatively little attention is paid to the application of the concept in the business-to-business (B2B) context. Even less research exists on the role of brand equity in the retailing context. Retailers are often seen as irrelevant to the source of brand value, resulting in manufacturers not targeting retailers to help them build stronger brands. Potential occurs, therefore, for some channel conflict to exist between manufacturers and retailers. On the one hand, retailers tend to focus on building their own, private brands to differentiate themselves from other retail competitors and to increase their power in relation to manufacturer brands. At the same time, most retailers still need to create a good image in the consumer marketplace by selling famous, manufacturer-branded products. In other words, retailers often have to sell famous brands even if they would prefer to sell other brands including their own. Manufacturers tend to focus their brand-building efforts on the consumer market to entice consumers to insist that retailers stock their brands, rather than placing any real emphasis on building a strong and positive brand relationship with the retailer directly.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Article
Publication date: 22 October 2020

June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi and Joonho Kim

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer…

Abstract

Purpose

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty.

Design/methodology/approach

The study’s participants were 230 US and 376 Korean consumers who have used (i.e. contacted) a food service establishment (i.e. family restaurant) at least once before and who continue to use an SNS (e.g. Facebook and Instagram). This study conducted a hypothesis test using structural equation modeling analysis. In addition, hierarchical analysis was performed to further generalize and support the statistical analysis results.

Findings

Advertisement/promotion and SNS content have a statistically significant positive effect on CE. Advertisement/promotion has a statistically significant positive effect on brand trust, and SNS content has a statistically significant negative effect on brand trust. CE has a statistically significant positive effect on brand trust, and CE and brand trust have a statistically significant positive effect on brand loyalty. No statistically significant differences were shown between the US and Korean consumer groups (critical ratios for difference of path coefficient < ± 1.96). The hypothesis test results of the structural equation model analysis and hierarchical analysis were the same for the entire group.

Originality/value

The findings indicate that the overall mediating role of CE is important. To the best of the authors’ knowledge, this is the first study to investigate which marketing communication channels are most effective in the restaurant sector.

Details

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

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Article
Publication date: 3 December 2020

Zahra Seyedghorban, Dayna Simpson and Margaret Jekanyika Matanda

The purpose of this study is to explore the dynamics of trust creation in an early buyer–supplier relationship phase at the interpersonal level. The authors use a brand

Abstract

Purpose

The purpose of this study is to explore the dynamics of trust creation in an early buyer–supplier relationship phase at the interpersonal level. The authors use a brand-based communication approach to investigate the trust–risk–commitment link.

Design/methodology/approach

Survey data from 204 senior managers in small and medium-size enterprises (SMEs) in Australia were collected and analyzed.

Findings

Results indicate that ability, credibility, benevolence and persona of supplier brand representatives (SBRs) relate significantly to a buyers’ trust in SBR, leading to diminished perceived risk, and increased relationship commitment between the parties. These findings support the importance of using individual representatives who are able to broadcast their supplier’s brand values, and increase trust in exploratory buyer–supplier relationships.

Research limitations/implications

This research focused on SMEs in Australia, investigating exploratory phase of the interpersonal relationships. Future research can investigate large firms interacting in different relationship phases in the light of brand-based communication.

Practical implications

The study describes several strategies for both buying and supplying firms to use, to best use brand-based communication as a means to build trust in the early phases of buyer–supplier relationships.

Originality/value

Prior research has focused on interorganizational trust and established or mature buyer–supplier relationships. This study investigates the initial phase of buyer–supplier relationships, and at the interpersonal exchange level. It also incorporates a role for brand-based communication in the buyer–supplier relationship which has received limited attention in the literature.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 23 April 2020

Sunil Atulkar

In today's competitive business environment the success of an organisation depends on its ability to create brand trust and loyalty in the customers. Therefore, the…

Abstract

Purpose

In today's competitive business environment the success of an organisation depends on its ability to create brand trust and loyalty in the customers. Therefore, the present study focusses on some major constructs of emotional attachment that help in creating brand trust and brand loyalty.

Design/methodology/approach

Structural equation modelling using SmartPLS 2.0 software has been utilised to analyse 332 mall shoppers' data from the age group between 16 and 30 years, as they are highly brand conscious and willing to purchase branded products.

Findings

This study findings show that brand loyalty is not only directly or indirectly influenced by emotional attachment antecedents such as perceived quality, perceived value, customer satisfaction and perceived differentiation but also directly affected by brand trust. Moderating analysis on different income group structures shows that the high-income group customer moderates the result findings, as he/she is highly brand conscious and loyal towards a particular brand.

Research limitations/implications

Research outcome provides some valuable insights to the retailers for further expansion of consumer market by using various promotional programmes and strategies that focus on the emotional factors of the customer and generate strong brand attachment. This study also suggests some useful factors such as buying pattern, paying capacity and lifestyle, which the future researchers can focus.

Practical implications

This study suggested that shopping mall retailers should try to increase customer involvement and perception towards the brand during shopping process and clearly differentiate their brand from competitive brands by showing why and how it is better than alternative brands.

Originality/value

Major contribution of this study is the empirical analysis of emotional attachment antecedents such as perceived quality, perceived value, customer satisfaction and perceived differentiation on brand trust and loyalty especially in emerging organised retail markets.

Details

Marketing Intelligence & Planning, vol. 38 no. 5
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 12 February 2020

Eunyoung (Christine) Sung

This paper aims to investigate factors affecting the relationship between consumers’ brand trust and purchase intentions after exposure to targeted mobile app ads during…

Abstract

Purpose

This paper aims to investigate factors affecting the relationship between consumers’ brand trust and purchase intentions after exposure to targeted mobile app ads during holiday periods, including the mediating roles of consumers’ ad attitudes, different discount levels and their interactions; and the moderating roles of the anticipated gain (loss) (i.e. access to discounts) associated with mobile app usage (non-usage).

Design/methodology/approach

Data were collected from 559 respondents who were randomly assigned to six groups based on a 2 (ad type: new, holiday-themed vs regular product) × 3 (promotion level: 0% vs 20% vs 40%) between-subjects design. Regression analysis and structural equation modeling techniques are used to test the hypothesized mediators and moderators.

Findings

Consumers with high brand trust are likely to purchase both new and regular products. Consumers with low brand trust are most responsive to mobile app ads for regular products when offered a high discount. Ad attitudes across all discount rates and product types mediate the relationship between brand trust and purchase intentions; the anticipated gain associated with using a mobile app (i.e. access to discounts) moderates the effect of attitudes toward ads promoting regular products when a high discount is offered.

Originality/value

To the best of the author’s knowledge, this is one of the first studies to explore how interactions among important factors in contexts involving mobile apps and holiday promotions influence and mediate the relationship between brand trust and purchase intentions. This study also reveals an important boundary condition that moderates consumers’ responses to targeted mobile app ads in the context of holiday marketing.

Details

Journal of Consumer Marketing, vol. 37 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 17 January 2020

Imran Khan, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam and Zillur Rahman

The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in…

Abstract

Purpose

The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context.

Design/methodology/approach

To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed.

Findings

Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment).

Research limitations/implications

This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context.

Practical implications

Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect.

Originality/value

Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

Details

Journal of Services Marketing, vol. 34 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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