The objective of this study of student-consumers in higher education is to investigate the direct influence of student choice factors on student expectations. The mediating role of perceptions of e...

https://www.tandfonline.com/doi/pdf/10.1080/08841241.2021.1973646

Student satisfaction: the role of expectations in mitigating the pain of paying fees

Endorsers are highly effective in promoting customer–brand engagement. New endorsers are emerging owing to the digital explosion. Who promotes brands better - mega or macro-influencers? Traditional celebrities can represent both types of endorsers (mega and macro) with a strong online presence but varying numbers of followers. This study conducted an online survey to determine the antecedents and consequences of endorsers' participation in marketing and communication strategies. The results of path analysis showed that brand and endorser credibility played a significant role in determining customer brand engagement and brand equity. Endorser credibility impacted brand equity only in the case of mega-influencers. Smaller influencers exhibited higher prowess than celebrities to engage customers, thus suggesting that “less is more.” 

Mega or macro social media influencers: Who endorses brands better?

https://link.springer.com/content/pdf/10.1057/s41262-021-00261-7.pdf

When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions

Abstract Within the context of virtual human influencers, the current study adds to the growing literature examining the impact of a social media–based mix of reality and virtuality on perceived anthropomorphism and authenticity, in addition to the subsequent effects on advertising perceptions and implicit behavior. Through an experimental design with 242 participants, data suggest that while some elements of realism and product engagement levels do increase anthropomorphic and authenticity perceptions, the effects significantly attenuate when the virtual influencer is engaging with too much reality in a single social media post, such as consuming a real-world branded product with a real human. Further, data suggest that presenting virtual influencers within a “mixed” reality social media–based environment can lead to implicit product selection through endorser and brand credibility and attitude toward the brand.

The “Mixed” Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness


Purpose
The purpose of the study is to identify factors influencing the continuance of use of non-halal certified cosmetics among Muslim university students in Malaysia.


Design/methodology/approach
The research framework was developed based on the stimulus–organism–response model. Self-administered questionnaires were distributed using a purposive sampling method among Muslim students in three universities in Malaysia. A total of 501 usable data were collected and analysed using Smart partial least squares.


Findings
The analysis revealed that celebrity endorsement positively influences attitude and brand image. Meanwhile, brand image has a positive effect on attitude and continuance of use of non-halal certified cosmetics. Additionally, attitude has a positive effect on the continuance of use behaviour. Regarding predictive power enhancement, brand image and attitude were found to have a mediation effect and sequential mediation effect on the relationship between celebrity endorsement and the continuance of use behaviour. Attitude weakens the relationship between attitude and the continuance of use of non-halal cosmetics among Muslim university students in Malaysia.


Practical implications
Findings will primarily benefit halal and non-halal cosmetic manufacturers providing stakeholders with fundamental predicting information related to customers’ continuance of use thus resulting in better marketing strategies.


Originality/value
This study is focused on predicting consumer behaviour towards halal products, as well as young Muslim consumers’ perspective towards non-halal cosmetics. Celebrity endorsement is introduced as a stimulus in the context of Muslim university students to predict their continuance of use behaviour of non-halal certified cosmetics. The investigation includes the moderating effect of religiosity for the relationship between attitude and continuance behaviour. Findings reveal the mediating effects of brand image and attitude as a mediator and sequential mediator for the relationship between celebrity endorsement and continuance of use behaviour. Contributions enrich the literature related to non-halal certified contexts.


I love my cosmetics: educated young Muslim’s behaviour of non-halal certified cosmetics

This study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand celebrity (EBC) and transfer of brand image (TBI) as antecedents of CPI.,The purposive sampling technique was used to collect the data from 838 respondents. This study developed a multidimensional construct for SCP. The covariance-based structural equation modeling (SEM) technique was used to examine the relationship between SCP and the endorsed brand. The study used CBC as a mediator and EBC and TBI as partial mediators. The direct and indirect effect of SCP on CPI was investigated using CBC, EBC and TBI as mediators.,This study supports the importance of three antecedents (i.e. CBC, EBC and TBI) on CPI. It finds congruence across SCP and CBC variables, and a positive impact of SCP on EBC and TBI variables. Also, it exhibits a significant direct effect of CBC on EBC and TBI, whereas the direct effect of CBC on CPI is not substantial. The indirect effect of CBC through mediating variables EBC and TBI found to be significant.,This study concludes that sports celebrity endorsement is essential to transfer the positive celebrity image to the endorsed brand image. However, it is not merely sufficient to influence the buyers' purchase conduct; the brand credibility additionally assumes to take a role in changing their behavioral intentions.,This study contributes to the sports marketing literature by its novelty in analyzing the sports celebrity personality at a multidimensional level. It uses SCP's different attributes as one construct and studies its impact on CPI by taking CBC, EBC and TBI as mediators. The results of this study equip sports management professionals with the knowledge to build better long-term relationships with consumers.

Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer

This study explores the dimensionality of customer satisfaction with complaint handling in the service failure and recovery context. It provides evidence of construct validity for a new multi-item measure of e-commerce customer satisfaction. Items for this measure were developed by reviewing the complaint handling and service recovery literature. Confirmatory factor analyses supported a 5-factor structure to this measure: 1) recovery and return; 2) employee dealing and timely response; 3) complaint solution; 4) payment and security; and 5) website-related information. The structural equation also demonstrated predicted validity for the e-commerce customer satisfaction dimensions to complaint handling and service recovery as each of these five factors was verified to have a positive relationship with overall complainant satisfaction. The study concluded that online businesses should develop service recovery strategies that encompass monetary rewards in the context of a solution to the complaint.

Maher N. Itani

Papers

Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer

Scale development of customer satisfaction with complaint handling and service recovery in an e-commerce setting