The customers’ brand identification with luxury hotels : a social identity perspective

This study explores the relationships between the consumer-brand identification (CBI) construct and the customers’ satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that assessed the reliability and validity of previous tried and tested measures in marketing sciences. This study has supported the scales' content validity. A two-step structural equation modelling approach was used to analyze the relationships among the latent and observed constructs. The findings have reported a satisfactory fit for this study's research model. The empirical results shed light on the direct and indirect effects on brand loyalty. This contribution implies that brand trust had the highest effect on brand loyalty, and this was followed my other determinants, including; consumer-brand identification, consumer satisfaction and commitment. In conclusion, this paper identifies its research limitations and puts forward possible research avenues.peer-reviewe

Enriched digital catalogues: a multi-studies approach

Facing digitalization and ecological considerations, catalogues are at a crossroad. Technology now allows digital versions of catalogues that can be enriched thanks to videos, pictures or Rich Media tools. As literature highlight the similarity between websites and digital catalogues, what is the point to develop both and to display an online version of the catalogue along the website? What is the point for consumers in using one or the other? What is the utility and experience offered by the digitalized catalogue, as compared to the website? What is the effect of enriching online catalogues? This research deals with understanding stakes of the digital version of a paper catalogue, especially when enriched, as compared to a website and adopts a dual perspective tackling utilitarian and experiential elements and outcomes. Two experimental studies were conducted in order to examine the potential adoption determinants for the digital catalogue and then to examine differences between website and digital catalogues in terms of utilitarian and hedonic values, their impact on behavioural intentions and the potential impact of types of enrichments. Results mainly highlight potential differences between websites and digital catalogues, whether enriched or not, in adoption determinants as well as in values driving behavioural intentions

Nostalgia evoked by brands: a first step towards scale development and validation

Nostalgia evoked by brands is at the forefront of contemporary marketing theory and practice. To date, scales have been developed to measure the propensity to be nostalgic as an individual difference but little attention has been paid to measure consumers’ perceptions of the nostalgia aroused by brands. Moreover, prior research has focused on personal nostalgia even though brands are likely to evoke both personal and historical memories. This article outlines a research project designed to conceptualize, develop, and validate a new 14-item scale to measure brand nostalgia. Results from our studies show that this construct comprises three inter-related dimensions: personal memories and feelings, perceived brand oldness and historical memories. Results indicate that our multi-dimensional scale is valid and shows a high degree of reliability and validity

Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Service loyalty with its final effect on repurchasing by customers appears to have received relatively little attention. This study starts by first delineating the concept of service loyalty and proceeds to distinguish between service quality and service satisfaction. A mediational model that links service quality to loyalty via satisfaction is proposed. Appropriate measures are identified and a postal survey is undertaken among one thousand retail banking customers. A response rate of 20.5% is obtained. Results indicate that satisfaction does play a mediating role in the effect of service quality on loyalty. The effect of a number of demographic indicators on service loyalty is also reported. Implications are discussed, limitations of the study are noted and possible areas for further research are indicated.peer-reviewe

Co-creators endorsing their winning product idea in ads: dealing with brand audiences’ skepticism

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Proceedings of the 1999 Academy of Marketing Science (AMS) annual conference. Developments in marketing science : proceedings of the academy of marketing science

Multinational marketers are increasingly realizing the importance of personal relationships when dealing with Chinese enterprises, so much so that an appreciation of guanxi is now considered essential for success throughout most of Asia. By juxtapositioning elements of relationship marketing theory, buyer/seller interaction models and Chinese cultural factors, we explore the benefits of guanxi from the perspective of Singaporean firms trading with the Peoples' Republic. Specifically, we identify various dimensions of guanxi and examine their effect on select outcome variables. Findings suggest that guanxi has a positive direct and indirect impact on business performance for firms who successfully cultivate social and business networks in China. Limitations are discussed and directions for future research are offered.peer-reviewe

Consumers’ Non-Participation in Creative Crowdsourcing: Exploration through the Lenses of Meaning of Work

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