A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention

Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

In today’s competitive landscape, organizations are progressively searching for valuable practices to create strong consumer-based brand equity. Managers must remain vigilant and receptive to factors that influence brand equity. Accordingly, this paper addresses this issue. Specifically, the paper empirically investigates the mediating roles of three drivers of brand equity in the brand image—consumer-based brand equity relationship and explores the moderating roles of product type and word of mouth (WOM) on the linkages between brand image and brand equity. In order to understand these relationships, a questionnaire survey was administered among brand consumers, yielding a total of 321 responses. Confirmatory factor analysis and Cronbach’s alpha were utilized to estimate the validity and reliability of the measures. Structural equation modeling with maximum likelihood estimation was employed to test the hypotheses. The authors find that brand image positively affects brand attachment, brand attitude, and brand awareness. Brand attachment and attitude positively influence consumer-based brand equity. The findings show that brand attachment and brand attitude partially mediate the relationship between brand image and brand equity. Product type and WOM have a significant moderating effect on the relationships among brand image, drivers of brand equity, and brand equity. The authors discuss the limitations of the study and provide future research directions.

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness

When developing new products, most firms use cross-functional teams, but research on the effect of functional diversity on new product performance returns heterogeneous results. We propose a measure of competence diversity that is more comprehensive than the common functional diversity proxy. Empirical findings, based on a survey of 142 product and sales managers, support the improved predictive validity of our scale. We further observe a mediating effect of the instrumental use of information in the competence diversity–new product performance relationship. Finally, we discuss the moderating effect of familiarity among team members on the relationship between competence diversity and the instrumental use of information.

Familiarity and competence diversity in new product development teams: Effects on new product performance

Social networking sites (SNSs) have assumed an increasingly central role in the passage of electronic word-of-mouth (eWOM) among cosmetics users However, the mechanism by which Customer to Customer (C2C) eWOM in SNSs influences consumer purchase intention has yet to be fully understood This study develops a comprehensive research framework that focuses on the influence of C2C eWOM using information persuasion in reference to purchase decision making This study collected data from a sample of 314 Taiwanese respondents, using paper-based questionnaires The programs SPSS and Smart PLS were used to analyze the collected data The results show that perceived persuasiveness, perceived informativeness, and source expertise are adequate predictors of the usefulness of eWOM Additionally, perceived persuasiveness, source expertise, and source trustworthiness significantly predict the believability of eWOM with regard to SNSs It was found that perceived usefulness and credibility together increase the likelihood of the adoption of an eWOM message, and eWOM adoption has a strong mediating role in the influence of eWOM credibility and usefulness on consumer purchase intention toward products recommended on SNSs Since few previous studies have explored the mediating role of eWOM adoption on the influence of antecedents on consumer purchase intention, this study confirms the key mediating role exerted by eWOM adoption on the relationship between the usefulness and credibility of eWOM and purchase intention This empirical study can enable managers to better understand the effects of C2C eWOM from SNSs on consumer purchase behavior Our results should also encourage marketers to work with SNSs to develop viral marketing campaigns, encouraging customers to spread useful and credible C2C eWOM to improve purchase intentions

Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites

Many researchers have investigated the effects of brand personality on brand equity; however, the antecedent factors contributing to the development of brand personality have been largely ignored. We aimed to bridge this research gap by integrating cognitive, experiential, and marketing factors as antecedents to explore the effect of brand personality on the relationship between these antecedents and brand equity. Participants were 292 cosmetics users in Taiwan, who were asked to identify the cosmetic brands they favored, then interviewed about their perception of a brand they had mentioned. Results indicated that cognitive, experiential, and marketing factors all had significant effects on brand equity, and that brand personality served as a key mediator increasing the influence of these antecedents on brand equity. Our findings offer a reference point for academics to conduct further empirical validation studies, and for professionals to develop appropriate branding strategies in the cosmetics marketplace.

Cognitive, Experiential, and Marketing Factors Mediate the Effect of Brand Personality on Brand Equity

Despite the important influence of team reflexivity on new product development (NPD) success, a thorough analysis of its key antecedents, mediators, and moderators is lacking in the literature. Usi...

Ying-Kai Liao

Papers

Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites

Cognitive, Experiential, and Marketing Factors Mediate the Effect of Brand Personality on Brand Equity

Influential Factors for Team Reflexivity and New Product Development