An introduction to behavioral economics

\nPurpose\nThe purpose of this paper is to explore the factors influencing customers’ willingness to participate in virtual brand community’s value co-creation and help companies better operating the virtual brand community.\n\n\nDesign/methodology/approach\nBased on social cognitive theory and the features of the virtual brand community, this paper constructed a model of factors influencing customers’ willingness to participate in virtual brand community’s value co-creation. Then this paper quantitatively analyzed the mediating effect and the moderating effect.\n\n\nFindings\nThe empirical analysis came to the following conclusions: first, in virtual brand communities, customers’ willingness to participate in value co-creation would be influenced by subject factors, environment factors, brand factors and perceived value factor. Second, customer involvement is an important moderator. The more involved the customer is, the more he/she will rely on the virtual brand community. Particularly, customer involvement has a positive moderating effect on the influence of subject factors, while it has a negative moderating effect on the influence of community experience and community trust. Third, perceived value plays a significant mediating role between subject factors and customers’ willingness to participate in value co-creation.\n\n\nPractical implications\nThe results of this study can help companies better understand the influence of external factors like environment and brand so that they can better operate the virtual brand community and encourage customers to contribute to the development of the community and the brand.\n\n\nOriginality/value\nMost of the existing studies focused on the formation of virtual brand communities and customers’ participation behaviors, but there is limited research focusing on what contributes to customers’ participation in value co-creation of virtual brand communities. This study, therefore, attempts to bridge the research gap.\n

Factors Influencing Customers' Willingness to Participate in Virtual Brand Community's Value Co-Creation: The Moderating Effect of Customer Involvement

Abstract Green innovation performance deals with the strengthening of the organizations for their competence in enhancement of their green image. Current research examines the role of corporate social responsibility (CSR) in improving sustainable purchase intentions. In addition, it explores the mediating roles of brand trust and brand loyalty. It also reveals that how CSR is crucial for green innovation performance in Pakistan. This research uses the structural equation model (SEM) analysis technique to investigate the linkage between constructs in the complex research model. This uses a self-administrated survey-based questionnaire and a convenience sampling technique for data collection. The unit of analysis is buyers from textile and clothing brands consisting 373 respondents. The findings revealed that corporate social responsibility had a beneficial impact on Pakistani purchasers' long-term purchase intentions. Green innovation performance can also be improved by improving CSR. The link between CSR, sustainable buying intentions, and green innovation technology is partially mediated by brand loyalty. Brand trust was identified as a possible link between CSR and brand loyalty. Brand trust and loyalty, interestingly, modulate the link between CSR and sustainable purchase intentions as well as CSR and green innovation performance in a sequential manner. The article's findings will be useful for academics, specialists, and policymakers as these provide glimpse into textile, clothing, and fashion brands with a focus on CSR to improve green innovation performance, as well as highlighting the most relevant studies on the topic and showcasing trends in research and gaps in the field.

https://www.tandfonline.com/doi/pdf/10.1080/1331677X.2021.2016465?needAccess=true

Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty

Green innovation performance deals with the strengthening of the organizations for their competence in enhancement of their green image. Current research examines the role of corporate social responsibility (CSR) in improving sustainable purchase intentions. In addition, it explores the mediating roles of brand trust and brand loyalty. It also reveals that how CSR is crucial for green innovation performance in Pakistan. This research uses the structural equation model (SEM) analysis technique to investigate the linkage between constructs in the complex research model. This uses a self-administrated survey-based questionnaire and a convenience sampling technique for data collection. The unit of analysis is buyers from textile and clothing brands consisting 373 respondents. The findings revealed that corporate social responsibility had a beneficial impact on Pakistani purchasers' long-term purchase intentions. Green innovation performance can also be improved by improving CSR. The link between CSR, sustainable buying intentions, and green innovation technology is partially mediated by brand loyalty. Brand trust was identified as a possible link between CSR and brand loyalty. Brand trust and loyalty, interestingly, modulate the link between CSR and sustainable purchase intentions as well as CSR and green innovation performance in a sequential manner. The article's findings will be useful for academics, specialists, and policymakers as these provide glimpse into textile, clothing, and fashion brands with a focus on CSR to improve green innovation performance, as well as highlighting the most relevant studies on the topic and showcasing trends in research and gaps in the field. 

/pdf/an-international-perspective-on-the-pandemic-s-impact-on-3pxvoarona.pdf

An international perspective on the pandemic's impact on Japanese theatre: J-Pest September 2020 Roundtable

Brand resonance is a marketing concept under-explored in the performing arts context. This paper responds by analysing focus group findings from a large Opera group, "Big Opera([1])" (For research integrity and anonymity requirements of focus group research, the company pseudonym is Big Opera) on how decision-makers can enhance brand resonance. Opera patronage was dwindling before the COVID-19 pandemic, which was further crystallized during the pandemic. As the performing arts sector tries to revive, it is useful to understand how brand resonance concepts can be used to reinvigorate patronage at the opera. A qualitative study of four opera focus groups, which included 24 participants with varying levels of attendance was conducted to examine brand resonance. The study reveals that when customers have brand attachment and love, developed through intense experiences at the opera, facilitated by engagement with the brand, and community, then brand loyalty develops for the opera by intention to re-purchase. The paper contributes to the literature by making recommendations on how to enhance brand resonance thereby increasing attendance. Intense experiences at the opera and engagement can be enhanced by offering packaged deals, such as accommodation and dinner, or drinks and canapes packages, backstage access, the development of a social club, social media brand community and loyalty programs to increase brand loyalty.

Emma Hall

Papers

Opera participants' perceptions of brand resonance