Search results

1 – 10 of over 1000
Open Access
Article
Publication date: 31 August 2022

Zelin Tong, Jingdan Feng and Fang Liu

Studies have shown that negative publicity adversely affects brand trust, but exactly how brand trust can be damaged remains poorly understood. This study aims to explore how…

4589

Abstract

Purpose

Studies have shown that negative publicity adversely affects brand trust, but exactly how brand trust can be damaged remains poorly understood. This study aims to explore how negative publicity influences image congruity and, subsequently, brand trust. In addition, the study also examined the effectiveness of two corporate strategies to repair both congruity and trust.

Design/methodology/approach

Based on a valid sample of 522 Chinese consumers between the ages 20 and 50, this study adopted a quasi-experimental design involving two types of negative publicity (performance- and value-related) and two initial corporate repair strategies (compensation and public apology) intended to repair brand trust.

Findings

Negative publicity shaped brand trust through both functional congruity and self-congruity. Moreover, the type of negative publicity affected the role of image congruity in brand trust. The effectiveness of repair strategies further depended on the type of negative publicity.

Research limitations/implications

Mobile phones were an appropriate focal product for this research, but examining only one product category may limit findings’ generalizability. Negative emotions such as frustration or anger and their relationships with congruity can also be addressed in future work. Subsequent research can additionally consider more conditions to explore alternative routes of processing related to brand trust.

Practical implications

Brand trust is a vulnerable brand asset on which negative publicity can have seriously negative consequences. Marketers and brand managers should assess the extent to which negative publicity can damage image congruity and brand trust and come up with different repair strategies subsequently.

Originality/value

This study contributes to the limited and fragmented literature on consumers’ evaluations of negative information. Findings offer fresh insight into the impacts of negative publicity on image congruity and brand trust. The implications extend beyond negative publicity to other forms of negative information, such as rumors, fake news and negative word of mouth. Results also highlight the importance of adopting appropriate repair strategies to restore consumers’ trust in the event of negative publicity.

Details

Journal of Product & Brand Management, vol. 32 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 25 February 2019

Shivam Rai and Jogendra Kumar Nayak

Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic…

3704

Abstract

Purpose

Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic impact. The purpose of this paper is to test the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies.

Design/methodology/approach

A total of 430 respondents participated in the study. Empirical evidence from depth interviews and data were garnered into a conceptual model. The proposed model was tested using structural equation modeling.

Findings

The findings reveal that perceived quality and brand interaction forms brand trust and trust is the key factor in establishing emotional (affective) commitment between the customer and the hospitality brand. The study also suggests that emotional commitment in customers help them in becoming brand advocates. The findings of the research will help hospitality brand strategists in developing successful branding strategies.

Research limitations/implications

This research examines the advantage of customers’ relationship and their meaningful brand connections in the hospitality context. The study establishes a relationship among antecedents of trust, trust and commitment which can lead toward brand advocacy.

Originality/value

The findings provide insight for hospitality brand managers in developing effective branding strategies for their organizations. This study inspects the advantages of cultivating meaningful brand connections and relationships with consumers in the Indian hospitality sector.

Details

Journal of Tourism Futures, vol. 5 no. 1
Type: Research Article
ISSN: 2055-5911

Keywords

Open Access
Article
Publication date: 27 March 2024

Sara Osama Hassan Hosny and Gamal Sayed AbdelAziz

The current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR…

Abstract

Purpose

The current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR) attribution, thus providing a practical and concise model as well as examining brand attachment as a mediator explaining the relationship between CSR attribution and its consequences.

Design/methodology/approach

A between-subjects experimental design was employed. The study included two experimental conditions; intrinsic and extrinsic CSR attribution and a control condition. An online self-administered survey was utilised for data collection. The sample was a convenience sample of 336 university students. Both one-way between-groups ANOVA and Partial Least Squares-Structural Equation Modelling (PLS-SEM) were utilised for hypotheses testing.

Findings

The most significant antecedents of CSR attribution in order of importance are the firm's approach to CSR communication, past corporate social performance, CSR type and the firm's call for customers' participation in its CSR. CSR attribution exerted a significant direct positive impact on brand attachment and trust. Three significant indirect consequences of CSR attribution were PWOM intention, purchase intention and brand loyalty intention. Whereas trust played a significant mediating role between CSR attribution and its three indirect consequences, brand attachment exerted significant mediation only between CSR attribution and brand loyalty intention. Brand attachment might mediate the relationship between CSR attribution and purchase intention. However, brand attachment failed to play a mediating role between CSR attribution and PWOM intention.

Originality/value

Several studies marginally investigated CSR attribution. Despite the vital role of CSR attribution in how consumers receive firms' CSR engagement, the availability of CSR attribution-centric studies is limited. By introducing a model of the most relevant antecedents and consequences of CSR attribution, this study aids in understanding the psychological mechanism underlying consumers' CSR attribution and provides valuable implications.

Details

Journal of Humanities and Applied Social Sciences, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2632-279X

Keywords

Open Access
Article
Publication date: 14 May 2020

Rafael Anaya-Sánchez, Rocío Aguilar-Illescas, Sebastián Molinillo and Francisco J. Martínez-López

The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic…

10565

Abstract

Purpose

The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members.

Design/methodology/approach

The research model was assessed using data from a sample of 628 OBC users using partial least squares structural equation modelling (PLS-SEM).

Findings

The results show that brand trust positively affects repurchase intention and positive eWOM intention, both directly and indirectly through OBC trust. The total effect of brand trust on the results is greater than that of OBC trust.

Originality/value

This research contributes to marketing theory and practice by analysing the combined effect of OBC trust and brand trust on the consumer–brand relationship in the context of OBCs.

Propósito

El objetivo de esta investigación es analizar los efectos de la confianza en la marca y la confianza en la comunidad online de marca en la intención de los miembros de la comunidad de recomprar dicha marca y de hablar bien electrónicamente (eWOM) sobre la misma.

Diseño/metodología/enfoque

El modelo de investigación fue evaluado usando datos de una muestra de 628 usuarios de comunidades online de marca, mediante un modelo de ecuaciones estructurales por el método de mínimos cuadrados parciales (PLS-SEM).

Hallazgos

Los resultados muestran que la confianza en la marca afecta positivamente a la intención de recompra y al eWOM positivo, directa e indirectamente a través de la confianza en la comunidad. El efecto total de la confianza en la marca es mayor que el de la confianza en la comunidad.

Originalidad/valor

Esta investigación contribuye a la teoría y práctica del marketing al analizar el efecto combinado de la confianza en la marca y en la comunidad online de marca, en las relaciones consumidor-marca.

Details

Spanish Journal of Marketing - ESIC, vol. 24 no. 2
Type: Research Article
ISSN: 2444-9709

Keywords

Open Access
Article
Publication date: 31 October 2018

Paraskevi P. Sarantidou

This paper aims to explain variations in store brand penetration using trust. It aims to help both retailers and manufacturers predict store brand purchases through an improved…

3548

Abstract

Purpose

This paper aims to explain variations in store brand penetration using trust. It aims to help both retailers and manufacturers predict store brand purchases through an improved understanding of the impact of trust in store brands across 10 different store brand product categories and among nine different grocery retailers.

Design/methodology/approach

Data were collected through a telephone survey of 904 participants responsible for the household grocery shopping with a quota of 100 respondents from each of the nine leading grocery retailers in Greece.

Findings

The findings provide empirical support that store brand purchases are positively influenced by the consumers’ perceived level of trust toward the retailer’s store brands. Results also confirmed variations in store brand penetration across the ten product categories that were tested, variations among the retailers and variations in the level of trust.

Originality/value

This paper is adding to the store brand literature from a quantitative perspective and is contributing to the theory, as there is no clear theoretical view on the effect of trust on store brand purchases.

Propósito

El objetivo de este artículo es explicar las variaciones que se producen en la adopción y penetración de la marca de distribución a partir de la confianza que los consumidores depositan en esta. Con ello se pretende ayudar tanto a los distribuidores como a los fabricantes en la predicción de las compras de marcas de distribución a través del impacto de la confianza en diez categorías de producto distintas y diferentes cadenas de distribución de alimentación.

Diseño/metodología/enfoque

Se recogen datos a través de encuestas telefónicas a una muestra de 904 individuos responsables de la compra de productos de alimentación en el hogar distribuidos equitativamente entre las nueve marcas líderes de distribución alimentaria en Grecia.

Resultados

Los resultados empíricos obtenidos apoyan el planteamiento del trabajo de que las compras de marcas de distribución están influidas positivamente por el nivel de confianza que los consumidores manifiestan hacia las mismas. Los resultados también confirman que la variación en el grado de penetración de las marcas de distribución en las distintas categorías de productos y cadenas de supermercados analizadas viene explicada por las variaciones en los niveles de confianza manifestados.

Originalidad/valor

Este trabajo contribuye a la literatura de las marcas de distribución no sólo en aspectos teóricos sino también empíricos al no existir hasta la fecha un posicionamiento teórico claro sobre el efecto de la confianza en la adquisición de las marcas de distribución.

Details

Spanish Journal of Marketing - ESIC, vol. 22 no. 3
Type: Research Article
ISSN: 2444-9709

Keywords

Open Access
Article
Publication date: 9 August 2019

Umesh Ramchandra Raut, Prafulla Arjun Pawar, Pedro Quelhas Brito and Gyanendra Singh Sisodia

This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity…

8926

Abstract

Purpose

This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements.

Design/methodology/approach

A survey was conducted in Pune and Mumbai, two prominent cities of India. A structured questionnaire focussed on garnering responses on measuring brand equity antecedents and outcomes was circulated to the cell phone users. The questionnaire aimed to assess the role of two additional variables, namely, brand satisfaction and brand trust, in the existing and the conceptual model of brand equity (Keller, 2001). Based on the data analysis, a structural equations path and the mediating model were developed.

Findings

The findings of this study show that the new brand equity model is highly relevant in predicting brand equity as compared to the existing brand equity model (Keller, 2001). The brand equity mediation model clearly elucidates the role of brand trust and brand satisfaction.

Research limitations/implications

With reference to a theoretical contribution, the study broadens the existing hypothetical model of brand equity. The findings of this research provide a strategic and analytical model for brand managers to build brand relationships among their consumers.

Originality/value

The present study challenges the existing model of brand equity (Keller, 2001) and further makes an effort to fill in the gaps in the existing theoretical model of brand equity.

Propósito

Este documento tiene como objetivo examinar el papel mediador de la satisfacción con la marca y la confianza con la marca en los antecedentes y resultados de la equidad de marca a través de una investigación empírica de los elementos de equidad de marca.

Diseño/metodología/enfoque

Se realizó una encuesta en Pune y Mumbai, dos ciudades prominentes de la India. Se distribuyó a los usuarios de teléfonos móviles un cuestionario estructurado centrado en obtener respuestas para medir los antecedentes y resultados del valor de marca. El objetivo del cuestionario era recoger información para evaluar el papel de dos variables adicionales, la satisfacción con la marca y la confianza en la marca en el modelo existente y conceptual del valor de marca (Keller, 2001). El análisis de datos se llevó a cabo a través de la metodología de ecuaciones estructurales y modelo de mediación.

Hallazgos

Los hallazgos de este estudio muestran que el nuevo modelo de equidad de marca es muy relevante para predecir el valor de marca en comparación con el modelo de marca existente (Keller, 2001). El modelo de mediación de la equidad de marca aclara el rol de la confianza y la satisfacción con la marca.

Limitaciones/implicaciones

En relación a la contribución teórica, el estudio amplía el modelo existente de valor de marca. Los resultados de esta investigación proporcionan un modelo estratégico y analítico para que los gerentes creen relaciones de marca entre sus consumidores.

Originalidad/valor

El presente estudio desafía el modelo existente de equidad de marca (Keller, 2001) y además hace un esfuerzo por llenar los vacíos en el modelo teórico existente de equidad de marca.

Palabras clave

Equidad de marca, Satisfacción con la marca, Confianza en la marca, Análisis de ecuaciones estructurales, Análisis de mediación

Tipo de artículo

Artículo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 2
Type: Research Article
ISSN: 2444-9709

Keywords

Open Access
Article
Publication date: 22 September 2022

Christian Gomes-e-Souza Munaier, Fernando Rejani Miyazaki and José Afonso Mazzon

This study aims to evaluate the impact of a sustainable production action on consumer trust and purchase intention by a company involved in moral transgression and also analyze…

1272

Abstract

Purpose

This study aims to evaluate the impact of a sustainable production action on consumer trust and purchase intention by a company involved in moral transgression and also analyze the effect on consumer trust and purchase intention if a company, after green marketing, is identified as greenwashing spreader.

Design/methodology/approach

This quantitative nature (n = 121) study uses scale’s discriminant and convergent validity analyses, structural equation modeling and Student’s t-test.

Findings

Even for previously morally transgressive brands, actions of social legitimation, such as embracing environmental causes, positively impact consumer trust and purchase intention. However, consumers drop brand trust and purchase intention when verifying that this action was greenwashing.

Research limitations/implications

Mediating or moderating variables of ecological awareness, such as religiosity or political view, were not tested.

Practical implications

This article combines the impact of positive, sustainable management actions for morally transgressive companies and the effects of new transgression on their sustainable management action. Thus, it aims to reduce the gap between organizational practice and management research.

Social implications

This article shows that embracing society’s emerging causes and helping the world be a better place to live, moving toward the 2030 United Nations agenda, have practical repercussions for organizations.

Originality/value

This article contributes both to the literature and managerial implications by combining the impact of positive, sustainable management actions for morally transgressive companies and the effects of new transgression on their sustainable management action, thus reducing the gap between management research and organizational practice by unveiling the relations between sustainable actions and their perceived consequences.

Details

RAUSP Management Journal, vol. 57 no. 4
Type: Research Article
ISSN: 2531-0488

Keywords

Open Access
Article
Publication date: 11 July 2023

Belem Barbosa, Alireza Shabani Shojaei and Hugo Miranda

This study analyzes the impact of packaging-free practices in food retail stores, particularly supermarkets, on customer loyalty.

4417

Abstract

Purpose

This study analyzes the impact of packaging-free practices in food retail stores, particularly supermarkets, on customer loyalty.

Design/methodology/approach

Based on the literature on the impacts of sustainable practices and corporate social responsibility (CSR) policies on consumer behavior, this study defined a set of seven hypotheses that were tested using data collected from 447 consumers that regularly buy food products at supermarkets. The data were subjected to structural equation modeling using SmartPLS.

Findings

This study confirmed that packaging-free practices positively influence brand image, brand trust, satisfaction and customer loyalty. The expected positive impacts of brand image and satisfaction on customer loyalty were also confirmed. However, the expected impact of brand trust on customer loyalty was not confirmed.

Practical implications

This article demonstrates how a competitive sector can reap benefits from implementing sustainable practices in the operational domain, particularly by offering packaging-free products at the point of purchase. Thus, as recommended, general retail stores (e.g. supermarkets) gradually increase the stores' offering of packaging-free food products, as this practice has been shown to have positive impacts not only on brand image, but also on customer satisfaction and loyalty.

Originality/value

This study extends the literature on the effects of sustainable practices on customer loyalty, by focusing on a specific practice. Furthermore, this study contributes to the advancement of research on packaging-free practices in retail by developing a research framework and providing evidence on the direct and indirect effects of this specific practice on customer loyalty.

Open Access
Article
Publication date: 10 April 2017

T.C. Melewar, Pantea Foroudi, Suraksha Gupta, Philip J. Kitchen and Mohammad M. Foroudi

This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational…

39547

Abstract

Purpose

This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory.

Design/methodology/approach

This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships.

Findings

The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment.

Originality/value

The paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 3 November 2020

Dalia Abdelwahab, Nadia Jiménez, Sonia San-Martín and Jana Prodanova

This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional…

3492

Abstract

Purpose

This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region.

Design/methodology/approach

The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations.

Findings

After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love.

Originality/value

This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

Propósito

Esta investigación tiene como objetivo abordar la disponibilidad de los consumidores etnocéntricos para boicotear las marcas de origen dual -en el caso particular de marcas nacionales vinculadas a un origen regional muy específico-, mediante el análisis de la paradoja del (desfavorable) etnocentrismo regional versus la relación (favorable) entre el consumidor y la marca (es decir, la identificación, la confianza y el amor a la marca) en la decisión de los consumidores de comprar o boicotear dichas marcas en esas circunstancias. Partiendo de las teorías de la identidad social y la disonancia cognitiva, este estudio examina la relación del consumidor español con las marcas nacionales originales de Cataluña, considerando las circunstancias conflictivas actuales en la región.

Diseño/método

Los datos se recogieron mediante cuestionarios personales, distribuidos entre 277 consumidores españoles de marcas catalanas de Cava. Los datos se analizaron utilizando modelación de ecuaciones estructurales y relaciones estructurales lineales.

Hallazgos

Después de controlar la familiaridad con la marca, nuestros resultados revelan que el etnocentrismo distorsiona negativamente la confianza de los consumidores en las marcas de origen dual y destaca el papel de la identificación y la confianza como antecedentes del amor por la marca. También revela que el etnocentrismo tiene un impacto más profundo en la decisión de boicotear que el amor por la marca.

Originalidad/valor

Este estudio es uno de los pocos que captura la confusión creada por la naturaleza paradójica de la dualidad del origen de la marca. Además, contribuye a la literatura de marketing al examinar el impacto del etnocentrismo en dos variables relacionales (la identificación y la confianza) y explorar su impacto conjunto en la decisión de los consumidores de comprar o boicotear. Nuestros hallazgos pueden ser útiles para las empresas que se enfrentan al comportamiento de boicot provocado por la reacción etnocéntrica de los consumidores hacia las marcas de origen dual.

1 – 10 of over 1000