Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment : Empirical analysis in reference to Mexico

The brand equity is built around brand personality as one of the core dimensions. The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. This paper attempts to explore the mechanism that builds brand personality through media communication like advertising and word of mouth. The discussions in the paper integrate advertising variability concepts with brand personality and present viable propositions as managerial implication for building the brand personality considering the variables of marketing communication. The hypotheses set within the integrated framework lead to the construct of advertising model cohesive to the brand personality measures. In building this framework analysis of the concepts of brand equity and advertising, communication, personality and loyalty have been critically examined and tested on the basis of two separate studies conducted in Mexico.Brand personality, Brand Relationship, Adverstising impact

Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment : Empirical analysis in reference to Mexico

The brand equity is built around brand personality as one of the core dimensions. The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. This paper attempts to explore the mechanism that builds brand personality through media communication like advertising and word of mouth. The discussions in the paper integrate advertising variability concepts with brand personality and present viable propositions as managerial implication for building the brand personality considering the variables of marketing communication. The hypotheses set within the integrated framework lead to the construct of advertising model cohesive to the brand personality measures. In building this framework analysis of the concepts of brand equity and advertising, communication, personality and loyalty have been critically examined and tested on the basis of two separate studies conducted in Mexico.Brand Personality, Brand Relationship, Advertising Impact

The role of co-creation activities, trust and gender on higher education marketing performance

This study attempts to analyze the effect of co-creation activities on satisfaction and its impact on loyalty, and to investigate the mediating role of co-creation value and trust, as well as the moderating role of personality traits and gender in higher education. This study took the sample from graduate students of master’s degree in management program or Master of Business Administration (MBA). There were 18 universities from 10 cities in Indonesia involved in this study. The survey comprised of 590 responses from students. The essential finding in this study confirms the effect of student co-creation activities on satisfaction and its impact on loyalty. Co-creation value and trust are found to be a partial mediation on the relationship between the co-creation and satisfaction. Moreover, gender is the moderating factor of the relationship between co-creation activities and trust, yet personality trait is not as a moderating variable in the relationship. The findings imply that higher education needs to encourage co-creation activities and adapt the activities based on student gender.peer-reviewe

Ethnic Employees’ Behaviour Vis-a-Vis Customers in the Service Sector

Our age is the age of migration. The socio-economic position of ethnic groups in a globally mobile society has extensively been studied in recent years, from the perspective of their skills, language abilities, adjustment behaviour, and so forth. This study investigates the social and economic performance of ethnic groups in cities by addressing the question whether these groups have a higher or lower reputation or esteem on the labour market than their indigenous equals, seen from the perspective of the customer’s perception and satisfaction. There is a popular feeling that ethnic employees in the service sector are less client-centered than indigenous employees. Sometimes, stigmatization is mentioned as a factor that acts as a negative predictor for someone’s position on the job market. This phenomenon calls for a careful and critical assessment, as it may also rest on an unjustified stigma. Therefore, it is an interesting research question whether workers of ethnic origin, e.g., in the service sector are more or less client-friendly than others. How do others judge their social or economic performance? After an extensive literature review, we formulate several hypotheses on the actual behaviour of ethnic employees and test these on the basis of empirical fieldwork in the service sector – notably in the retail sector – in the city of Amsterdam. Our conclusion is that in general there is no ethnic bias in the behaviour of these employees, although our findings suggest that gender bias does occur.

Drivers of customer satisfaction in the hotel and hospitality sectors in Sydney

This study investigates the influence of service quality and personality factors on customer satisfaction and reuse intentions in the hotel industry. It aims to develop and empirically test a theoretical model that measures the effects of the various dimensions of service quality and personality on customer satisfaction. To this end, a quantitative survey approach was employed to collect primary data from the respondents (hotel guests/customers) by administering a structured questionnaire through an online survey. More precisely, this research evaluates how service quality and personality factors influence customer satisfaction and reuse intentions in the hotel industry in Sydney. The target population included individuals older than 18 years old and stayed in Sydney hotels. Six dimensions of service quality (i.e., tangibility, location, responsiveness, reliability, assurance, and empathy) and the Big Five personality factors (i.e., openness, conscientiousness, extraversion, agreeableness, and neuroticism) were identified as having the potential to influence customer satisfaction and reuse intentions. This study further investigates the association between customer satisfaction and reuse intentions in the hotel sector in Sydney using a structural equation model (SEM) approach. Moreover, this study also examines the difference between international and domestic visitors in terms of the effects of service quality and personality factors on their satisfaction, and extends the analysis conducted by previous studies. The study's findings confirm that the five constructs of service quality and three constructs of personality factors influence customer satisfaction. Finally, the results reveal that customer satisfaction is a significant predictor of reuse intention. The implications of the study are explained, and some suggestions for further research are provided to generalize these relationships to other sectors/contexts

Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?

This study’s main objective is to explore the antecedents of consumer switching behaviour in the mobile industry’s context. At the same time, this study gives a closer focus on the roles that brand personality (BP) and perceived product quality play in customer satisfaction, consumer brand identification, and switching behaviour. Using a self-structured questionnaire, 381 usable responses were recorded for data analysis. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis, and Structural Equation Modelling were employed to analyse the data. The EFA outcome reveals that excitement, competence, and sophistication are the most significant qualities predicting BP in the mobile industry’s context. The result demonstrates that BP, indirectly through consumer brand identification and customer satisfaction, has a negative effect on consumer’s switching behaviour intention. Perceived product quality has a direct and indirect relationship with switching behaviour intention. Finally, it is revealed that BP has high impact on perceived product quality’s evaluation as well

Why are Chinese and North American guests satisfied or dissatisfied with hotels? An application of big data analysis

Purpose The paper aims to identify the emergent themes of hotel guests’ satisfaction, to compare the distribution of the attributes of the themes between Chinese and North American guests and to compare the importance of the themes for different satisfaction levels between Chinese and North American guests from a cross-cultural perspective. Design/methodology/approach By adopting Python (a computer language), the word-frequency method was used to identify emergent themes of hotel guests’ satisfaction. Topic modeling was adopted to compare the attributes distribution of each theme and the features of satisfaction between Chinese and North American guests. Findings First, three themes were identified including functionality, staff and price. Functionality can be further categorized into five subthemes, namely, room, travel, food, environment and hotel facility. Second, the distribution of the attributes of the themes between Chinese and North American guests was compared from a cross-cultural perspective. Chinese guests tend to mention both lifestyles- and social norms–related attributes and expect personalized service, while North American guests mainly prefer to describe lifestyle-related attributes and prefer standardized service. Third, the study compared the changing importance of the themes (functionality, staff and price) for different satisfaction levels between Chinese and North American guests. As the satisfaction level decreases, the importance of functionality decreases, that of staff increases and that of price remain stable for Chinese guests. In contrast, the importance of each theme has fluctuated mildly from the high to the low satisfaction level for North American guests. Practical implications Proposed managerial implications are to highlight lifestyle- and social norms-related attributes, as well as personalized service for Chinese guests. However, lifestyle-related attributes and standardized service should be facilitated for North American guests. Specific suggestions were made to help improve hotel performance such as the good performance of functional-related attributes, which could enhance satisfaction and better staff performance, which would reduce dissatisfaction. Originality/value By mining big data, this study investigated hotel guests’ satisfaction from a dynamic instead of a static perspective. This study provides some rare insights into differences in key attributes influencing satisfaction levels of Chinese versus North American guests staying in luxury hotels in China. This study also takes a novel approach to examine the dynamics of the importance of the various themes at different satisfaction levels, and contrast these dynamics between Chinese and North American guests. The findings offer valuable insight into market segmentation and management in the hospitality industry

Influence of Brand Name in Variety Seeking Behavior of Consumers: An Empirical Analysis

The variety-seeking behavior and the brand choice among the consumers have been discussed extensively in the previous research contributions from the stochastic point of view. This study argues that although consumers are seeking novelty and unexpectedness in a brand that they have not bought before, their purchase will be selective, in reference to the empirical investigation. The study has been conducted in Mexican retail business environment with a focus to explore the tendency of decision making of consumers towards buying unfamiliar brands in considering the importance of brand name. The discussions in the paper have been woven around the issues of perceived risk, perceived brand difference, association of brand name and customer values as major influencing factors in making buying decisions towards unfamiliar brands. The study reveals that the perceptions on brand name in reference to brand risk and brand differences have been the prime factors in making buying decision for new brands among the consumers. Consumers also ascertain the brand name associated with the unfamiliar brands as they feel high risk averse and entangle in decision making with perceived brand differences.Cognitive behavior, personality traits, brand loyalty, brand perceptions, decision making, customer value

General Considerations on Leadership in the Hospitality Industry. Conceptual Analysis and Practical Studies

Leadership in the hospitality industry is still an open research field especially in describing the effects of leadership style on hotel employees. The purpose of the paper is to present and analyze the following concepts: leadership and leadership style, hospitality industry; the practical aspects of leadership in the hospitality industry and to identify relevant studies regarding the importance of leadership styles applied in this industry. The research methodology consists of analyzing the foreign and Romanian specific literature regarding the hospitality industry and leadership, highlighting the current state of leadership in hospitality emphasizing both theoretical and practical studies. The results are focused on clarifying the current leadership concepts and practices in the hospitality industry by pointing out the best approaches.leadership and leadership style, management, hospitality, hotel industry, hospitality leadership, performance