Showing papers in "European Journal of Marketing in 2015"
TL;DR: In this article, the authors further examined the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion.
Abstract: Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach – An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships. Findings – Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty. Originality/value – This research extends previous studies on t...
166 citations
TL;DR: In this article, the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity was examined.
Abstract: Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. Practical implications – This research demonstrates how markers of masculinity and feminini...
146 citations
TL;DR: In this paper, the authors contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies that are used to achieve success and failure.
Abstract: Purpose - The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies ...
133 citations
TL;DR: In this paper, the authors examined the decision-making process for entrepreneurial firms when entering foreign markets and how and why they entered those markets and found that entrepreneurs differentiate between foreign market selection and foreign market entry during their internationalization process.
Abstract: Purpose - The purpose of this study is to examine the decision-making process for entrepreneurial firms when entering foreign markets and how and why they entered those markets. Design/methodology/approach - A nascent theory in entrepreneurship called effectuation is combined with internationalization process theory as the conceptual framework to study decision-making under uncertainty. The central concept in both these theories is relationships and how they can be used to gain knowledge and thus reduce uncertainty and in the case of effectuation to co-create opportunities to enter foreign markets. The research design involves a multiple case study of software firms from Finland and New Zealand. Findings - It was found that entrepreneurs differentiate between foreign market selection and foreign market entry during their internationalization process, potentially using different decision-making processes in them. They tend to interweave effectuation and causation logics as substitutes in their decision-making. Uncertainty during foreign market entry is not always a barrier because it can provide opportunities depending on the logic used. In addition, there is evidence that entrepreneurs who have existing relationships in foreign markets tend to use effectuation to select and enter foreign markets. Originality/value - This paper transposes effectuation from its original field of entrepreneurship research to the context of internationalizing entrepreneurial firms. Consequently, it contributes toward understanding the decision-making process for selecting and entering foreign markets.
118 citations
TL;DR: In this article, the authors studied the effect of brand equity, marketing investment and product differentiation on price in small and medium enterprises (SMEs), multinational companies (MNCs) and retailers (private labels), and found that the premium price is significantly associated with product differentiation based on innovation and company type.
Abstract: Purpose – This paper aims to show the effect of brand equity, marketing investment and product differentiation on price in small and medium enterprises (SMEs), multinational companies (MNCs) and retailers (private labels). Academics have been researching brand equity, return on investment and effects of product differentiation for many years, but there has been little work that has taken a holistic view. Design/methodology/approach – The author studied an aggregate data set for 735 fast-moving consumer goods (FMCG) brands, taken from Nielsen (10,282 households). Regression analysis was used in the first step, a cluster analysis in the second step of modeling procedure. Findings – The study suggests that brand equity, marketing investment and product differentiation are closely associated with price. Using a cluster analysis, the authors found that the premium price is significantly associated with product differentiation based on innovation and company type. Practical implications – The managerial implica...
84 citations
TL;DR: In this paper, the authors investigated how attributes associated with local food (intrinsic product quality; local support) motivate purchase behavior and found that shoppers purchase local food more frequently as a consequence of local support rather than intrinsic product quality.
Abstract: Purpose This study investigates how attributes associated with local food (intrinsic product quality; local support) motivate purchase behaviour. Previous research assumes heterogeneity in consumer motivation, but this has never been formally assessed. As such, the influence of local food attributes in motivating product use is integrated into a model in which consumer values and personal characteristics/situational variables are specified as moderators. Design/methodology/approach Eight hypotheses are tested using data collected from a quota sample of respondents recruited via an online panel of 1223 shoppers. A three-stage analysis is employed using structural equation modelling (SEM). Moderation effects are tested using both latent interactions and multiple-group analysis. Findings Shoppers purchase local food more frequently as a consequence of local support rather than intrinsic product quality. Unpicking these relationships reveal that local support has an amplified effect when local identity is higher, and when the shopper is female or of an older age (55yrs+). Surprisingly, the influence of intrinsic product quality is equivalent by gender, age and location (rural/urban). Practical implications Marketers promoting locally produced foods should focus on both the intrinsic attributes of local food as well as the role it plays within the local community. The latter is more likely to be successful with communications aimed at women and older consumers. Originality/value With previous studies focusing on how local food attributes influence favourable consumer behaviours, the current study unpicks these relationships by examining heterogeneity in responses. This is the first study to concurrently use attributes, values and personal characteristics/situational variables in explaining shopping behaviour for local food.
81 citations
TL;DR: In this paper, a parsimonious framework for self-congruity, albeit in the context of luxury branding, is proposed and tested, and the model is further applied to explain how self-congruity may motivate future experiences with the luxury brand, mainly by influencing self-perception.
Abstract: Purpose – This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how self-congruity may motivate future experiences with the luxury brand, mainly by influencing self-perception. Although a substantive marketing literature on self-congruity currently exists, there is a lack of an integrated framework, a gap that the current work addresses. Design/methodology/approach – A paper and pencil survey was conducted among female subjects only, and structural path relationships were tested using AMOS. Findings – Consumers’ self-congruity with a luxury brand (non-luxury brand) is positively (negatively) influenced by its antecedents: social desirability, need for uniqueness and status consumption. Self-congruity with a luxury (non-luxury) brand is found to enhance (undermine) consumers’ self-perce...
80 citations
TL;DR: An analysis of the ontological and semantic foundations of consumer-dominant value creation is provided to clarify the extent to which the call for a distinct consumer-Dominant logic (CDL) is justified.
Abstract: Purpose – The purpose of this paper is to provide an analysis of the ontological and semantic foundations of consumer-dominant value creation to clarify the extent to which the call for a distinct consumer-dominant logic (CDL) is justified. This paper discusses consumer-driven value creation (value-in-use) across three different marketing logics: product-dominant logic (PDL), service-dominant logic (SDL) and CDL. PDL conceptualises value as created by firms and delivered to consumers through products. SDL frames consumer value as a function of direct provider-consumer interaction, or consumer-driven chains of action indirectly facilitated by the provider. Recently, the research focus has been turning to consumer-dominant value creation. While there is agreement on the significance of this phenomenon, there is disagreement over whether consumer-dominant value creation is an extension of SDL or calls for a distinct CDL. Design/methodology/approach – This is a conceptual paper, which is informed by five case...
79 citations
TL;DR: In this paper, a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and a measure for CPBI was developed and validated in three quantitative studies.
Abstract: Purpose – This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI. Design/methodology/approach – Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies. Findings – The results indicate that innovative brands are related with several interesting core and secondary associations that have not been adequately addressed in previous research. CPBI is conceptualized as a unidimensional construct. Altogether six studies show that the proposed CPBI measure is vali...
70 citations
TL;DR: In this article, eye-tracking and electrodermal response measurements were set to predict choices of hedonic vs utilitarian cause-related vs unrelated products in a simulated shopping environment.
Abstract: Purpose – The purpose of this study is to explain how cognitive and emotional responses may influence decisions to purchase cause-related products. Design/methodology/approach – An experimental design clarifies how autonomic reactions determine altruistic choices in a simulated shopping environment. Eye-tracking and electrodermal response measurements were set to predict choices of hedonic vs utilitarian cause-related vs unrelated products. Findings – Emotional arousal, pleasure and attention to the cause-related bundle are associated with altruistic behaviour in hedonic choices. When facing utilitarian choices, customers focus on brand logo and donation amount while experiencing pleasure, but emotional arousal does not increase marketing effectiveness in this case. Research limitations/implications – The experiment may be replicated in the real-world shopping environment, but spurious influences will be difficult to control. Distracting cues such as background music and scents used to increase positive e...
68 citations
TL;DR: In this paper, the effects that features of mobile phone location-based advertising (MLBA) services (customisation, permission and intrusiveness) have on attitudes and purchase intentions, using the theory of interactive advertising.
Abstract: Purpose – This paper aims to empirically test a conceptual model, analysing the effects that features of mobile phone location-based advertising (MLBA) services (customisation, permission and intrusiveness) have on attitudes and purchase intentions, using the theory of interactive advertising. In addition, the moderating effect of receiving such messages at point of purchase (POP) is assessed. Design/methodology/approach – Scenario-based online surveys were used, which manipulated the timing and levels of customisation of the message. Responses were received from 422 “net generation” consumers. Findings – Customisation, permission and intrusiveness all have a direct effect on consumer attitudes towards MLBA messages, and subsequently purchase intention. In addition, receiving such messages at POP strengthens the relationships between intrusiveness and attitudes, but surprisingly weakens the effect of customisation on attitudes. Research limitations/implications – Future research could consider more widesp...
TL;DR: In this article, the authors introduce the theory of corporate heritage stewardship by focussing on the nascent corporate heritage identity domain and explore managers' collective understanding of their organisation's corporate heritage and how the latter is marshalled, and strategically represented, by them.
Abstract: Purpose – The purpose of this empirical study was to introduce the theory of corporate heritage stewardship by focussing on the nascent corporate heritage identity domain. In particular, the research explores managers’ collective understanding of their organisation’s corporate heritage and how the latter is marshalled, and strategically represented, by them. The case study was undertaken in Great Britain’s oldest extant brewery. Established in 1698, Shepherd Neame is one of UK’s oldest companies. Design/methodology/approach – Empirical research informed by a theory-building, case study using qualitative data. This study draws on multiple sources of data generated through semi-structured interviews, the analysis of documents and non-participant observations. The analysis of data was facilitated by a multi-stage coding process and a prolonged hermeneutic interaction between data, emerging concepts and extant literature. Findings – Corporate heritage identity stewardship theory argues that the strategic enac...
TL;DR: In this article, the authors explored the scope of consumers' defective co-creation behavior in professional service encounters and identified two new forms of consumer misbehaviour: underparticipation and overparticipation.
Abstract: – This study aims to explore the scope of consumers’ defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant logic (Vargo and Lusch, 2004, 2008) is that consumers co-create the value they derive from service encounters. In practice, however, dysfunctional consumer behaviour can obstruct value co-creation. Extant research has not yet investigated consumers’ defective co-creation behaviour in highly relational services, such as professional services, that are heavily reliant on co-creation. , – To investigate defective co-creation in professional services, 164 critical incidents were collected from 38 health-care and financial service providers using the critical incident technique within semi-structured, in-depth interviews. Thematic coding was used to identify emergent themes and patterns of consumer behaviour. , – Thematic coding resulted in a comprehensive typology of consumers’ defective co-creation behaviour that both confirms the prevalence of previously identified dysfunctional behaviours (e.g. verbal abuse and physical aggression) and identifies two new forms of consumer misbehaviour: underparticipation and overparticipation. Further, these behaviours can vary, escalate and co-occur during service encounters. , – Both underparticipation and overparticipation are newly identified forms of defective co-creation that need to be examined within the broader framework of service-dominant logic (SDL).
TL;DR: In this paper, the authors study front-line employees' contribution to service innovation, when they contribute and how they are involved in service innovation and reveal that early and active frontline employee involvement in the service innovation process creates conditions for a positive contribution.
Abstract: Purpose - This paper aims to study front-line employees' contribution to service innovation, when they contribute and how they are involved in service innovation. Design/methodology/approach - The paper draws on a multiple-case study on service innovation in four organizations with extensive front-line employee involvement. The main data collection methods are interviews and observations. Findings - The paper suggests that front-line employees contribute customer knowledge, product knowledge and practice knowledge during five phases of the service innovation process - project formation, idea generation, service design, testing and implementation - and that front-line employee involvement ranges from active to passive. Research limitations/implications - Statistical generalization of the results is needed. Practical implications - The paper reveals that early and active front-line employee involvement in the service innovation process creates conditions for a positive contribution to service innovation. Originality/value - The paper suggests that early and active knowledge contributions by front-line employees to the service innovation process are associated with the creation of attractive value propositions.
TL;DR: In this article, the authors contribute to the growing marketing literature that investigates markets as "configurations", i.e., networks of market actors engaged in market-shaping prac...
Abstract: Purpose – The purpose of this paper is to contribute to the growing marketing literature that investigates markets as “configurations”, i.e. networks of market actors engaged in market-shaping prac ...
TL;DR: In this paper, the authors examine how the motivation and ability of individual employees to sell influences their units' capability to align their service delivery with sales in a way that satisfies customers, and the potential influence of employees' confidence in their supervisor's ability to sell, such that they predict a joint influence of personal and proxy agency.
Abstract: – This paper aims to examine how the motivation and ability of individual employees to sell influences their units’ capability to align their service delivery with sales in a way that satisfies customers. It also addresses the potential influence of employees’ confidence in their supervisor’s ability to sell, such that they predict a joint influence of personal and proxy agency. , – This study uses hierarchical linear modeling to address the research issues. , – Employees’ learning orientation has a positive influence on service-sales ambidexterity, but the impact of a performance-avoidance goal orientation is negative, and a performance-prove orientation has no influence. Proxy efficacy enhances the positive impact of learning orientations due to the manager’s ability to lead by example, facilitate knowledge sharing and provide advice. However, it attenuates the impact of self-efficacy on service-sales ambidexterity, because skilled supervisors tend to take over and eliminate opportunities for employees to build their own skills. It also confirms the positive influence of service-sales ambidexterity on branch performance. , – To examine the emerging service-sales ambidexterity issues raised in frontline service units, this study adopts a motivation and capability paradigm. It is among the first studies to address service-sales ambidexterity issues by considering both individual and branch contextual factors.
TL;DR: In this article, the authors examined the way different motivational types from Self-Determination Theory (SDT) influence antecedents of customer satisfaction and found that motives associated with higher levels of autonomy were consistently stronger predictors of positive emotions and service quality.
Abstract: Purpose – The purpose of the study is to examine the way different motivational types from Self-Determination Theory (SDT) influence antecedents of customer satisfaction. Design/methodology/approach – The findings in this study were generated with a quantitative design using path analysis on data collected at two stages during an extended service encounter. Findings – Each motivation type played a unique and important role in influencing the antecedents of satisfaction, namely, positive and negative emotions and perceptions of service quality. As hypothesised, motives associated with higher levels of autonomy were consistently stronger predictors of positive emotions and service quality. The influence of motives on the antecedents did not change significantly over time, whereas significant differences were noted between all antecedents and satisfaction. The model explained 54 and 63 per cent of the variance in satisfaction in times one and two, respectively. Originality/value – This is the first time that...
TL;DR: In this article, the authors examined whether shopping orientation (experiential vs task-focused) influences how consumers react toward non-monetary and monetary promotions and predicted that promotions are more effective if the promotional benefits are congruent with consumers' shopping orientation.
Abstract: Purpose – This research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was predicted that promotions are more effective if the promotional benefits are congruent with consumers’ shopping orientation. Moreover, consumers’ financial budget was assumed to moderate the influence of shopping orientation on promotion effectiveness. Design/methodology/approach – The hypotheses were tested in three experiments. Study 1 used a measure of shopping orientation as a consumer disposition and examined its influence on promotion attractiveness. Two further studies used an experimental manipulation of shopping orientation and examined its influence on promotions attractiveness and retailer choice. Findings – The results supported the hypotheses. Task-focused shoppers evaluated monetary promotions as more attractive than nonmonetary promotions. Experiential shoppers evaluated both types of promotions as comparably at...
TL;DR: In this paper, the authors investigated the role that brands play in influencing the behavior and purchase decisions of compulsive buyers and whether this role differs for non-compulsive buyers, resulting in four research propositions.
Abstract: Purpose – This article investigates the role that brands play in influencing the behavior and purchase decisions of compulsive buyers and whether this role differs for noncompulsive buyers, resulting in four research propositions. Design/methodology/approach – In-depth interviews, conducted with ten compulsive and ten noncompulsive buyers, reveal several interesting differences between the groups. Findings – The findings reveal several interesting differences between compulsive buyers and noncompulsive buyers. Noncompulsive buyers seem to appreciate and focus mainly on functional benefits of branded products and avoid buying unbranded products, whereas compulsive buyers value emotional and social benefits but often decide to buy “more and cheaper” items to achieve variety in their purchases. Noncompulsive buyers develop brand trust in, attachment to and higher willingness to pay for their favorite brand than for other brands, whereas compulsive buyers even struggle to name a favorite brand. Furthermore, c...
TL;DR: In this paper, the authors analyzed the impact of brand experiential value over brand functional value in generating brand equity, consumer-brand identification and positive word-of-mouth (WOM).
Abstract: Purpose – The purpose of this study is to analyze the relative higher impact of brand experiential value over brand functional value in generating brand equity, consumer–brand identification and positive word-of-mouth (WOM). It also analyzes whether the impact of these brand values in building brand outcomes depends on consumers’ age. Design/methodology/approach – Information was collected from a sample of 332 consumers by personal interviews. Respondents provide information about their consumption experiences with a specific brand from a stated list of 14 experiential and non-experiential brands. Findings – Results suggest that the effect of brand experiential value on brand equity and consumer-brand identification was higher than that of brand functional value. By contrast, positive WOM was more influenced by brand functional value. Furthermore, the results also confirm that as consumers age, brand experiential value exhibits a significant higher effect than brand functional value on brand outcomes. Res...
Abstract: Purpose – The purpose of this study is to understand the occurrence, formation and magnitude of negative effects for sponsors of rival sports teams and to identify means to counteract negative sponsorship effects. Design/methodology/approach – Surveys measure fans’ identification with their team as well as attitudes toward rival teams and their sponsors in a soccer context. An experiment introduces sponsorship communication activities that aim at mitigating negative sponsorship effects by shifting the focus of the sponsorship. Findings – Results from surveys and experiments demonstrate that identification with a sports team negatively affects perceptions of a rival team, negative perceptions of a rival team negatively affect perceptions of its sponsors, this effect is stronger for fans with higher levels of team identification, companies can improve perceptions of rival team sponsors by shifting the focus of sponsorship-linked communication activities, but attenuating negative sponsorship effects is more ...
TL;DR: In this paper, the authors empirically investigate the effects of an loyalty program (LP) introduction and termination, accounting for simultaneous effects of LP designs, cross-customer effects and competition effects.
Abstract: Purpose – The goal of this paper is to empirically investigate the effects of an loyalty program (LP) introduction and termination, accounting for simultaneous effects of LP designs, cross-customer effects and competition effects. Despite firms across the globe spend billions of dollars on LPs, it is not clear: whether these programs enhance customer loyalty, what happens if a program is terminated and which LP design elements enhance effectiveness of LPs. Design/methodology/approach – The authors empirically investigate to what extent the effects of introducing and terminating a LP depend on: its monetary and non-monetary design elements, customer characteristics and competition. The empirical evidence is based on a bivariate hierarchical linear model, using a large-scale dataset involving 9,783 consumers rating 24 different LPs across eight industries. Findings – While the characteristics of LP are more important in influencing customer behavior when they join the LP, the competitive environment and the...
TL;DR: In this article, a qualitative and longitudinal case study research design is adopted to understand how small to medium-sized enterprise (SME) retailers adopt and implement a loyalty card program as a marketing management decision-making tool.
Abstract: Purpose – The purpose of this paper is to understand how small to medium-sized enterprise (SME) retailers adopt and implement a loyalty card programme as a marketing management decision-making tool. Design/methodology/approach – A qualitative and longitudinal case study research design is adopted. Data were collected from multiple sources, incorporating semi-structured interviews and analysis of company documents and observation within a retail SME. Findings – The findings presented focus on the loyalty card adoption process to reflect both the organisational issues and impact upon marketing management decision-making. Research limitations/implications – This research is restricted to one region within the UK, investigating loyalty card adoption within a specific industry sector. Practical implications – SME retailers operate in an industry environment whereby there is a competitive demand for loyalty card programmes. SME retailers need to carefully consider how to match the firm’s characteristics with cu...
TL;DR: In this article, the authors examined the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using Latent Growth Modeling (LGM) to disentangle the static and dynamic components of brand affect.
Abstract: Purpose – This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust Design/methodology/approach – An online panel of UK participants reported their perceptions of a French sponsor at three successive points (before, during and at the end of the 2012 London Olympics) Of the 903 respondents at T1, 694 remained at T2 (768 per cent) and 577 (639 per cent) remained at T3 Another 302 respondents only at T3 controlled for potential mere measurement effects The data were analysed using LGM techniques Findings – Due to sponsorship effects, brand affect and brand trust increased linearly over time However, consumer ethnocentrism and animosity negatively moderated these increases Cosmopolitanism enhanced brand affect but not brand trust Research limitations/implications – As market globalisa
TL;DR: In this paper, the situation (in this case, Facebook) is positioned as the antecedent stimulus for the activation of context-relevant psychological dispositions that facilitate behavioural prediction (i.e. Facebook usage/non-usage).
Abstract: Purpose – This paper aims to adopt a novel approach to the study of individuals’ psychological dispositions that predict Facebook usage/non-usage. Given the historically disappointing results associated with studies that treat personality traits/dispositions as enduring and invariant, contemporary thought accepts that it is the interaction between dispositions and situations that influence behaviour. In this study, the situation (in this case, Facebook) is positioned as the antecedent stimulus for the activation of context-relevant psychological dispositions that, subsequently, facilitate behavioural prediction (i.e. Facebook usage/non-usage). Moreover, Facebook (the stimulus) is examined through its perceived psychological, rather than normative, features to identify context-relevant dispositions. Design/methodology/approach – This two-study project adopts a research framework developed through the integration of communication theories and theoretical frameworks and psychological processing theories. Stu...
TL;DR: In this article, the authors apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time.
Abstract: Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.
TL;DR: In this paper, the authors found that customer orientation strengthened the relationship between organizational identification and service workers' job performance, and it enhances the mediating effect of organizational identification on the relationship among service workers.
Abstract: Purpose – This paper aims to advance the literature by testing the boundary of this relationship with reference to a key construct in employee performance in the service domain: employee customer orientation. Organizational identification refers to employees’ perceived oneness and belongingness to their work organization, and has been argued to be associated with higher employee performance. Design/methodology/approach – Data were collected based on a sample of call center service workers. Employees rated their organizational identification, customer orientation and personality traits. Supervisors independently rated their subordinates’ performance. Variables statistic tools were used to analyze the data and test a series of hypotheses. Findings – It was found that customer orientation strengthens the relationship between organizational identification and service workers’ job performance, and it enhances the mediating effect of organizational identification on the relationship between service workers’ per...
TL;DR: In this article, the authors investigate the effects of two types of expertise (self-service technology and service type) on the disconfirmation of customers' expectations and the use-related outcomes of technology-based self-service (TBSS).
Abstract: Purpose – This study aims to investigate the effects of two types of expertise (self-service technology and service type) on the disconfirmation of customers’ expectations and the use-related outcomes of technology-based self-service (TBSS). Design/methodology/approach – This empirical study pertains to the mandatory use of a national public transport chip card in The Netherlands based on a sample of 267 users of this TBSS. Findings – The findings show that technology experts experienced a less positive disconfirmation of expectations and reported less positive evaluations of the new self-service than technology novices. Technology experts also showed lower intentions to engage in positive word-of-mouth than technology novices. The evaluation of the self-service by technology novices is more positive for those that are service experts as compared to service novices, while the evaluation by technology experts is more negative for those that are service experts as compared to service novices. Research limit...
TL;DR: In this paper, the authors identify and classify consumers' goals associated with the consumption of environmentally sustainable products, and the applicability of such goals to the positioning of environmental products is also tested.
Abstract: Purpose – This paper aims to identify and classify consumers’ goals associated with the consumption of environmentally sustainable products. The applicability of such goals to the positioning of environmental products is also tested. Design/methodology/approach – Study 1 used 62 laddering interviews to identify a hierarchical map of adoption related goals. Study 2 used a survey design (N = 152 students) to test the effects of construal-goal fit on evaluations of environmental product attributes of a hybrid car. Study 3 involved an online experiment (N = 125 consumer panellists) to test the effects of construal-goal fit on consumers’ willingness to pay a price premium (WTPP) for energy-efficient light bulbs. Findings – A hierarchical goal map displays consumption goals attainable through environmentally sustainable products. Consumers with a chronic, high-level construal placed more importance on product attributes associated with abstract goals than those with chronic, low-level construal. This effect was...
TL;DR: Wang et al. as discussed by the authors examined the importance and concept of idol attachment, model its antecedents and moderators and assess its influence on human brand loyalty, and found that achievement vanity, variety seeking and peer norms have a positive impact on the phenomenon of idols attachment.
Abstract: Purpose – This paper aims to examine the importance and concept of idol attachment, model its antecedents and moderators and assess its influence on human brand loyalty. Design/methodology/approach – This paper includes two studies. In Study 1, survey questionnaires were distributed by mall intercept to quasi-random samples across Australia and Taiwan for completion and return. The return yielded 1,135 and 736 usable questionnaires, respectively, from which the data were analysed using LISREL structural equation modelling software. In Study 2, an experiment was used to examine whether idol attractiveness is likely to positively moderate the relationship between vanity traits and attachment. Findings – The results suggest that achievement vanity, variety seeking and peer norms have a positive impact on the phenomenon of idol attachment, which in turn positively affects human brand loyalty. Contradicting previous studies, the physical appearance of vanity was not found to be associated with idol attachment....