Facebook: Investigating the influence on consumer purchase intention

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Customer Experience Memorability: Effect of Customer Participation and Environmental Relationship

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Memory and brand recall role in experiences

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'Word-of-Mouse' in China: In-Depth Interviews

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Marketing, Tourism, and International Business Journal Rankings 2014: The Vox Populi Approach

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Decoding service brand image through user-generated images

© 2020, Emerald Publishing Limited. Purpose: Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the visual form of UGC, on brand image in services is limited. The purpose of this paper is to introduce the concept and a comprehensive framework of image word of mouth (IWOM), which identifies UGI as visual articulations of service experiences that result in consumer judgment of service brand image. The framework takes a consumer-focussed approach and covers key branding issues relevant to services marketers such as identifying and linking valued services dimensions, made evident through IWOM, to ideas and thoughts inferred by consumers (viewers) of the brand image and consequent consumer intentions. Design/methodology/approach: The paper reviews and synthesises current services, marketing and branding literature surrounding electronic word of mouth (WOM) and UGC, where it highlights the need to consider interpretations of UGI as persuasive forms of visual WOM or IWOM, as well as a critical stimuli of brand image. Findings: The paper illuminates the importance of adopting a visual perspective that applies constructs developed in cognitive psychology, to decode how viewers (consumers) interact and form associations of brand image via IWOM. Originality/value: The paper examines, integrates and adds to extant literature surrounding WOM, UGC, visual images and brand image within services

The Impact of Country of Brand Image on Symbolic Value of Luxury Brands

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CB-SEM latent interaction: Unconstrained and orthogonalized approaches

© 2020 Australian and New Zealand Marketing Academy Covariance Based – Structural Equation Modelling (CB-SEM) is often used to investigate moderation and latent interaction effects. This study illustrates and compares the application of constrained, unconstrained and orthogonalized CB-SEM approaches to latent variable interaction analysis using AMOS. Although all three techniques provided similar parameter estimates, the orthogonalized approach provided reduced standard errors resulting in identifying a significant latent interaction, suggesting the orthogonalized approach may be better suited for exploratory research. The illustrated example demonstrates three CB-SEM techniques, and the simplicity of the three approaches to test for interaction effects. The three approaches can be comfortably implemented in available software programs. Guidelines and recommendations for the use of the three approaches are identified with a step-wise process of assessing the latent interaction effect in CB-SEM. As far as we are aware this is the first investigation comparing and recommending specific CB-SEM latent variable moderation analysis techniques in marketing research

Chinese social capital in a business context: the impact of business ethics, business etiquette and business orientation on relationship building and performance

This research explores the extent to which business ethics and etiquette influence relationship performance across the business relationship lifecycle. Based on a survey from 583 business people from several major Chinese business hubs, this research finds that business ethics and etiquette significantly influence relationship performance success. Dimensions of business ethics such as relationship fairness and relationship stability are found to be significantly associated with relationship performance at the growth and maintenance stages, respectively. Commitment/loyalty business etiquette protocols are found to be important at all stages of the business relationship lifecycle. Additionally, the study found that goal-oriented males and females are more likely to use business ethics and etiquette in comparison to apathy-driven males and females to build successful relationship performance

Sales Promotion: The Role of Equity Sensitivity

Purpose – This paper explores how consumer psychographics impact responses to sales promotions, and specifically whether equity sensitivity (ES) moderates attitudes towards sales promotion in retail purchase experiences. Design/methodology/approach – The study examines data from a survey of 284 Hong Kong consumers, using a shopping mall-intercept method. Every third person walking past the researchers was asked to participate in the survey. After obtaining their permission, those agreeing to take part in the study were surveyed either inside or outside of the shopping complex. The face-to-face intercept surveying method also increases confidence in sample and response reliability. Findings – The study finds that equity sensitivity has a significant positive relationship with evaluations of the retail purchase experience. Consumers identified as ‘Benevolents’ were significantly more positive towards sales promotions and reported significantly higher satisfaction with the purchase experience. In contrast, consumers identified as ‘Entitled’ were less positive towards sales promotion, and less satisfied with the purchase experience. In addition, non-cash sales promotions significantly positively influenced Benevolents’ purchase experience. Research limitations/implications – The current study extends and expands equity theory, and equity sensitivity research, by applying these concepts to consumer sales promotions. The study is limited to an examination of common consumer purchases, across different product categories and sales promotion types. While this allows us to examine the relationship between sales promotion attitudes, equity sensitivity, and purchase satisfaction, future comparisonsbetween individual sales promotion techniques and specific consumer profiles are recommended. Practical implications – From a retail perspective, it is important to understand individual differences and what influences and motivates the consumers’ retail purchase experience. Retail managers are advised to track customer purchases and satisfaction levels linked to sales promotions as this would allow for the identification of which customers are more likely to fit the Entitled or Benevolent psychological profiles, and predict their likely responses to sales promotion offers. Originality/value – To date there has been little research on individual psychological differences between consumers when offered sales promotions at retail stores. The current study contributes to the marketing literature by extending the price fairness equity model to the retail purchase experience, thereby addressing a prominent gap in the literature