Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner and social self) for the creation of passionate love for a brand. More precisely, it attends to the possible mediating character of identification between the perceived utilitarian or hedonic value and passionate brand love. These effects are analysed in consideration of the moderating effect of relationship duration taking a further-reaching perspective and contributing to the understanding of the transformation of the brand love construct within a long-term consumer–brand relationship. Design/methodology/approach – A survey on universally known brands representing both a hedonic and a utilitarian concept was conducted. The model has been tested using the partial least squares approach to structural equation modelling. Findings – The effects of the antecedents of passio...

Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration

This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in the coffeehouse industry.,Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 309 coffeehouse customers using confirmatory factor analysis and a structural equation modeling, accordingly.,Brand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and attitudinal loyalty. Brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty.,The data were collected from coffeehouse customers in the USA; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige.,To enhance the coffeehouse brand prestige, it is critical to enhance patrons’ experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness.,This study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.

Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty: An empirical analysis of coffeehouse brands

The purpose of this paper is to study the relationships between two distinct value orientations, that is, the terminal and instrumental. The effects of these value orientations on green attitude and green behavioral intentions for green products among young consumers in an emerging market against the backdrop of a value–attitude–behavior cognitive hierarchical framework has also been focused on in this study.,The study espouses a hypo-deductive research design and the measures were conceptualized and advanced based on an inclusive review of the research studies conducted in the past. Anderson and Gerbing’s two-step research approach was used for partial least square structural equation modeling to assess the measurement and structural models with SmartPLS (v 3.2.6).,The findings suggest that the functional value is constantly essential, but not enough by itself, for envisaging green purchase behavior. The results show that both the terminal and instrumental values have a significant impact on green attitude and in turn, green attitude has a significant impact on green behavioral intentions. The instrumental value displays greater impact on both green attitude and green behavioral intentions compared to the terminal value. Additionally, the research also discloses that green attitude acts as a mediator in the relationship between terminal/instrumental value and green behavioral intentions.,This paper describes two broad, yet distinctive, value orientations (i.e. terminal versus instrumental) using cross-sectional data from the state capital of the country. Future research may scrutinize the findings’ (cross-cultural) generalizability using diverse data sets to assess value orientations and customers’ green behavioral intentions among young consumers.,The research findings will enormously help green marketers and practitioners to recognize the roles of terminal and instrumental values in evolving green attitude and green behavioral intentions for green products among the young consumers, thereby helping to develop marketing strategies.,The current research provides evidence that in emerging markets such as India, young consumers exhibit value orientation toward environmental deterioration, holding a sense of responsibility in their consumption pattern. This may pave the way forward for sustainable businesses.,This study is objectively a pioneering one that attempts to explore the relationships between the value orientations in terms of instrumental and terminal values and their effects on green attitude and green behavioral intentions toward green products using Rokeach’s (1973) two-dimensional measure of values among young consumers, which is quite novel to the existing body of knowledge. Moreover, this paper has surveyed these relationships in a different research context, which can expand the knowledge about green consumer behavior in emerging markets.

Value orientation, green attitude and green behavioral intentions: an empirical investigation among young consumers

Rapid population growth together with improving living standards is causing bigger and more rapid consumption of resources in industrial, household and personal consumption areas. Unsustainable consumption patterns are negatively affecting our surroundings. In order to promote sustainable consumption it is important to engage consumers in active and mutual dialogue. This study introduces the construct of consumer engagement into the context of sustainable consumption and aims at revealing the factors influencing consumer engagement in sustainable consumption. Two groups of factors, internal and external, each comprising three determinants (environmental attitude, perceived responsibility and perceived behavioral efficiency; and conditions for sustainable consumption, social environment and promotion of sustainable consumption) were identified as having direct positive impact on consumer engagement in sustainable consumption, which in turn had a positive impact on green product buying. The results revealed an important mediating role of the consumer engagement construct, suggesting that application of the engagement construct in the context of sustainable consumption would allow a deepening understanding of actual consumer behavior related with different contexts of sustainable consumption.

https://www.mdpi.com/2071-1050/12/4/1349/pdf

Internal and external determinants of consumer engagement in sustainable consumption

Purpose Patient loyalty is key to business success for healthcare providers and also for patient health outcomes This study aims to identify determinants influencing patient loyalty to healthcare providers and propose an integrative conceptual model of the influencing factors Data sources PubMed, CINAHL, OVID, ProQuest and Elsevier Science Direct databases were searched Study selection Publications about determinants of patient loyalty to health providers were screened, and 13 articles were included Data extraction Date of publication, location of the research, sample details, objectives and findings/conclusions were extracted for 13 articles Results of data synthesis Thirteen studies explored eight determinants: satisfaction, quality, value, hospital brand image, trust, commitment, organizational citizenship behavior and customer complaints The integrated conceptual model comprising all the determinants demonstrated the significant positive direct impact of quality on satisfaction and value, satisfaction on trust and commitment, trust on commitment and loyalty, and brand image on quality and loyalty Conclusion This review identifies and models the determinants of patient loyalty to healthcare providers Further studies are needed to explore the influence of trust, commitment, and switching barriers on patient loyalty

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Determinants of patient loyalty to healthcare providers: An integrative review.

Determining customer loyalty: Review and model

Most environmental problems are rooted in human behaviour, especially consumption. While not consuming is not an option, it would help if all consumption could be measured for environmental responsibility. This study conceptualizes and operationalizes environmentally responsible consumption (ERC), and develops a standardized scale for measuring the same. Depth interviews, blog data analysis, and customer surveys were conducted to develop a standardized 38‐item ERC scale that captures ten unique behaviours pertaining to acquisition, use, and disposal. The scale is an improvement over available measures and compares favourably on several key parameters. The ERC scale could be potentially used by governmental and non‐governmental bodies, policymakers, and environmental groups, for gaining insights into current consumption behaviours of the general public or specific target groups, identifying specific behaviour/s that need improvement, and targeting and tracking such behaviours over time. It could also be used by businesses for identifying opportunities in green products and/or services. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

Environmentally Responsible Consumption: Construct Definition, Scale Development, and Validation

This study aims to identify environmentally responsible consumption behaviors as practiced by consumers of developing and developed economies. A qualitative approach, using data collected t...

Consuming Responsibly: Exploring Environmentally Responsible Consumption Behaviors

Purpose




This study aims to identify the benefits and costs of participation in small group consumption communities (SGCCs), and understand how benefits and costs experienced in these communities differ from those experienced in large group consumption communities (LGCCs).




Design/methodology/approach




Thematic analysis of data collected through multi-method approach comprising depth-interviews, participant observation of community events and online community forums was used to identify benefits and costs of SGCC participation.




Findings




Eight benefits and three costs of SGCC participation were identified. While some benefits and costs were found to be similar to those identified in LGCCs earlier, their experience and manifestation was found to differ significantly in SGCCs.




Research limitations/implications




Data were collected from SGCCs located in India (collectivist culture). Hence, findings may not be reflective of individualist cultures.




Practical implications




Understanding that benefits and costs of community participation are experienced differently in SGCCs and LGCCs may be useful input for managers wanting to seed/nurture consumption communities. By increasing benefits and reducing costs, managers can transform communities into vibrant social systems, and thereby improve members’ engagement and involvement.




Originality/value




Of the eight benefits identified in the study, two benefits – Escape and Meaningful Engagement are identified for the first time. The study also explores costs of SGCC participation (an area hitherto under explored) in detail. In addition, the study illustrates how some of the benefits despite being seemingly similar in SGCCs and LGCCs are inherently different.

Richa Agrawal

Papers

Determining customer loyalty: Review and model

Environmentally Responsible Consumption: Construct Definition, Scale Development, and Validation

Consuming Responsibly: Exploring Environmentally Responsible Consumption Behaviors

Flocking together – benefits and costs of small group consumption community participation

Threat of a "me too" perception: a case of Café Coffee Day