Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention

Role of brand experience in shaping brand love

The advancement in wireless sensor and information technology has offered enormous healthcare opportunities for wearable healthcare devices and has changed the way of health monitoring. Despite the importance of this technology, limited studies have paid attention for predicting individuals’ influential factors for adoption of wearable healthcare devices. The proposed research aimed at determining the key factors which impact an individual's intention for adopting wearable healthcare devices. The extended technology acceptance model with several external variables was incorporated to propose the research model. A multi-analytical approach, structural equation modelling-neural network, was considered for testing the proposed model. The results obtained from the structural equation modelling showed that the initial trust is considered as the most determinant and influencing factor in the decision of wearable health device adoption followed by health interest, consumer innovativeness, and so on. Moreover, the results obtained from the structural equation modelling applied as an input to the neural network indicated that the perceived ease of use is one of the predictors that are significant for adoption of wearable health devices by consumers. The proposed study explains the wearable health device implementation along with test adoption model, and their outcome will help providers in the manufacturing unit for increasing actual users’ continuous adoption intention and potential users’ intention to use wearable devices.

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An Integrated SEM-Neural Network Approach for Predicting Determinants of Adoption of Wearable Healthcare Devices

Purpose




The purpose of this paper is to extent the theory of planned behaviour (TPB), when extended by self-identity and religious commitment (RC), and is able to predict Muslim consumers’ willingness to pay (WP) for certified halal food.




Design/methodology/approach




A survey of 277 Muslim consumers in Malaysia was conducted and the cross-sectional data were analysed using the partial least squares technique.




Findings




Attitude (ATT) and religious self-identity (RSI) were found to have a positive impact on WP for certified halal food. Additionally, RC has a positive effect on ATT and RSI and has a positive moderating effect on the relationship between perceived behavioural control and WP.




Practical implications




The findings can benefit halal food companies by offering an insight into the willingness of Muslim consumers to pay for certified halal food.




Originality/value




The findings contribute to the research on halal foods by illustrating the factors that determine Muslim consumers’ WP for certified halal food. This study also extends the understanding of the TPB to the halal food context.

Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour

In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20) were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.

Brand Equity of a Tourist Destination

The purpose of this paper is to review the existing state of research on “Halal” branding and to propose and empirically test the framework for understanding the purchase intention for “Halal” branded products in Indian context,The research design is cross-sectional in nature; convenience sampling and snowball sampling is done, and completely filled 288 questionnaires are considered for testing the conceptual framework Structural equation modeling is used to assess the fit of framework The study has incorporated attitude as a mediating variable in relation to purchase intention for “Halal” branded products The originality of the research is based on responses collected from the respondents in the form of online and offline questionnaires,Findings of the direct and indirect effects in the study show that attitude has a full mediation effect on purchase intention, ie in the presence of attitude as a mediation variable the direct effect of subjective norm and religiosity is insignificant and the effect caused through attitude is significant,In a country like India, which enjoys a sufficiently good percentage of Muslim population (142 per cent), an understanding of attitude provides enough scope for marketers to strategize techniques to reduce dissonance of non-availability of “Halal” brands,Research is atypical, as it has focused on the mediation effects of attitude toward “Halal” branded products with the help of cosmetic range of products

Purchase intention of “Halal” brands in India: the mediating effect of attitude

Tourists regularly make use of their smartphones while staying at tourist destinations. Several studies have studied the outcomes of smartphone use at travel destinations. The current paper believes tourists’ use of their smartphone or its apps because of their contact with tour friends, social loneliness-related concerns or its aesthetic scope. The purpose of this paper is to identify the factors of continued use of smartphone apps via travelers during their stay at a tourism destination, framed within the UTAUT2 model (unified theory of acceptance and use of technology), given intrinsic user attributes (innovativeness), tourism destination aspect (aesthetic scope and social loneliness) and one of the key characteristics of mobile devices (portability).,The sample consists of 357 smartphone users who travelled to some tourist destinations and used some mobile apps during their stay. Data was analyzed using the structural equation modeling approach.,The findings of the study show that the UTAUT2 model can effectively explain the use of smartphone apps at tourism destinations and characteristics of the user and mobile device, does affect behaviour outcomes (smartphone, intention to reuse app, satisfaction towards trip and loyalty towards app).,This paper is mainly important due to its emphasis on smartphone apps’ use during the travel stay, as the majority of the existing literature focusses on prior steps ( service booking).

Examining the factors influencing smartphone apps use at tourism destinations: a UTAUT model perspective

Brand extension as a strategy is used by corporates for increasing profits. It is an approach for new product development. Brand extensions have already been studied in the past few years, ...

An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry

Brand polarity has gained considerable attention among researchers all over the world. Brands are trapped in a dilemma of love and hate experienced by their users. They are trying hard to place the...

Richa Joshi

Papers

Purchase intention of “Halal” brands in India: the mediating effect of attitude

Role of brand experience in shaping brand love

Examining the factors influencing smartphone apps use at tourism destinations: a UTAUT model perspective

An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry

Captivating Brand Hate Using Contemporary Metrics: A Structural Equation Modelling Approach: