70,274 research outputs found

    Critical review of the e-loyalty literature: a purchase-centred framework

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    Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

    Generating global brand equity through corporate social responsibility to key stakeholders

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    In this paper we argue that socially responsible policies have positive short-term and long-term impact on equity of global brands. We find that corporate social responsibility towards all stakeholders, whether primary (customers, shareholders, employees and suppliers) or secondary (community), have positive effects on brand equity value, where the secondary stakeholders are even more important than primary stakeholders. In addition, policies aimed at satisfying community interests act as a mechanism to reinforce trust that gives further credibility to social responsible polices with other stakeholders. The result is a decrease in conflicts among stakeholders and greater stakeholder willingness to provide intangible resources that enhance brand equity. We provide support of our theoretical contentions using a panel data composed of 57 global brands, originating from 10 countries (USA, Japan, South Korea, France, the UK, Italy, Germany, Finland, Switzerland and the Netherlands) for the period 2002 to 2007. We use detailed information on brand equity obtained from Interbrand and on corporate social responsibility provided by the Sustainalytics Global Profile (SGB) database, as compiled by Sustainalytics.Global brands, Brand equity, Corporate Social Responsibility, Stakeholders

    A meta-analysis of the factors affecting eWOM providing behaviour

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    Purpose- Numerous studies have examined factors influencing eWOM providing behaviour. The volume of extant research and inconsistency in some of the findings makes it useful to develop an all-encompassing model synthesising results. Therefore, the aim of this study is to synthesise findings from existing studies on eWOM by employing meta-analysis, which will help to reconcile conflicting findings of factors affecting consumers’ intention to engage in eWOM communications.Design/methodology/approach- The findings from 51 studies were used for meta-analysis, which was undertaken using Comprehensive Meta-Analysis software.Findings- Factors affecting eWOM providing behaviour were divided into four groups: personal conditions, social conditions, perceptual conditions, and consumption-based conditions. The results of meta-analysis showed that out of 20 identified relationships, 16 were found to be significant (opinion seeking, information usefulness, trust in web eWOM services, economic incentive, customer satisfaction, loyalty, brand attitude, altruism, affective commitment, normative commitment, opinion leadership, self-enhancement, information influence, tie strength, homophily, and community identity).Originality/value- Applying meta-analysis helped reconciliation of conflicting findings, enabled investigation of the strengths of the relationships between motivations and eWOM providing behaviour, and offered a consolidated view. The results of this study facilitate the advancement of current knowledge of information dissemination on the Internet, which can influence consumer purchase intention and loyalty

    Co-experience Network Dynamics: Lessons from the Dance Floor.

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    Experience and socialization are key factors in determining customer commitment and renewal decisions in the service sector. To analyse the combined effect of experience and socialization, in this paper we introduce the concept of co-experience networks. A new methodological approach, originally applied in the field of social ethology, is devised to study reality-mined co-experience networks. By analysing a network of health club members over four years, we find that long-experienced clients have a lower chance to renew their contracts. On the other hand, central members in the co-experience network are stable and tend to renew their memberships. Further, since the members of the same reference group align their levels of commitment, renewal decisions are clustered in a small-world network. These findings contribute to our understanding of social dynamics and localized conformity in customer decision-making that can be used to plan marketing strategies to improve customer retention.

    Antecedents of Behavioral Intention of Virtual Community Participation: An Empirical Study

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    Virtual communities (VCs) have emerged as a new form of business model in the electronic business field. Understanding the motivations behind members’ participation is essential for VC organizers. VC participation behavioral intention is a major factor to shape VC participation behavior and it is very important to investigate factors influencing VC behavioral intention. Using the Triandis model of interpersonal behavior, this paper investigated antecedents of behavioral intention to participate in VCs. The results showed that affect, social factors, and perceived consequences are effective in explaining the behavioral intention to participate in VCs. The result also raised the issue of different types of communities’ interaction effects on different strength of relationships

    Semantic discovery and reuse of business process patterns

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    Patterns currently play an important role in modern information systems (IS) development and their use has mainly been restricted to the design and implementation phases of the development lifecycle. Given the increasing significance of business modelling in IS development, patterns have the potential of providing a viable solution for promoting reusability of recurrent generalized models in the very early stages of development. As a statement of research-in-progress this paper focuses on business process patterns and proposes an initial methodological framework for the discovery and reuse of business process patterns within the IS development lifecycle. The framework borrows ideas from the domain engineering literature and proposes the use of semantics to drive both the discovery of patterns as well as their reuse

    Building the dream online: Does participation in luxury brand's social media affect brand experience, brand affect, brand trust, and brand loyalty?

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    The global market for luxury goods has witnessed a phenomenal growth over the past decades. Along with the increasing demand that stems from increased purchasing power, emerging markets, and new wider consumer groups, traditional luxury brands have faced a fierce competition caused by new forms of luxury such as masstige and luxurious fashion. Likewise, the rapid growth of social networks and social media has fundamentally transformed the business environment, and the whole society. Digital networks have facilitated companies and consumers to build online consumption communities, which supports the recent shift of marketing focus on relationships and co-creation of value. Consequently, luxury brands have started to use social media for advertising and relationship marketing. Due to the dynamic and interactive digital environment the importance of brand stories has become even more apparent. While brand communities and online communities are widely studied, luxury brands and social media based brand communities (SMBBCs) have not received yet much academic attention. This study takes the approach of SMBBCs to investigate the influence of consumers' participation in luxury brand's social media on brand experience, and on key dependent variables in consumer behavior research: brand affect, brand trust, and brand loyalty. The purpose of this study is to examine the effectiveness of social media, and to contribute to the research on social media brand communities and brand-consumer relationships, as well as luxury brands. The study proposes a theoretical framework that combines two empirically developed constructs: brand experience, and brand affect/trust-brand loyalty constructs, and tests the model within a social media based luxury brand community context. The data were collected as an online survey from various social media, which resulted in 333 valid responses from consumers who follow a luxury brand's social media. The study is quantitative by nature, and uses structural equation modeling (SEM) as the main method of analysis. To further examine the influence of participation on the focal construct, brand experience, analysis of variance (ANOVA) was also conducted. The results support the reasoning that participation in luxury brand's social media affect consumer behavior. Social media following influences brand experience that accumulates in the long run, but participation affects also rapidly consumers new to the brand. Further, active participation and passive participation appear to have equal influence on brand experience. The findings reveal the chain of effects from brand related stimuli to brand affect, brand trust, and brand loyalty, and confirm the importance of affect in building brand loyalty
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