Influence of perceived city brand image on emotional attachment to the city

Purpose - This study examines the influence of perceived city brand image on emotional attachment to the city. The study also compares the effects of perceived brand image of the city on the emotional attachment to the city across two groups: residents and visitors. Design/methodology - A total of 207 usable questionnaires were collected from 107 residents of the city of Bratislava, Slovakia, and 100 visitors to the city. Partial least square structural equation modelling (PLS-SEM) method was used for data analysis. Findings - This study establishes that perceived city brand image significantly influences emotional attachment to the city. The study concludes that affective city image has greater impact on emotional attachment to the city among the residents than visitors. In contrast, the influence of cognitive city image on emotional attachment to the city does not vary across the two categories of residents and visitors to the city. Practical implications - City tourism marketers should focus on improving city brand images to enhance tourists’ emotional attachment to the city to promote repeat visits among visitors. Originality/value - This study contributes to improving understanding of the impact of perceived city brand image on emotional attachment to the city across the two groups, residents and visitors, using social exchange theory. Furthermore, the findings come from a relatively under-researched Central and Eastern European (CEE) region

CSR-related consumer scepticism:a review of the literature and future research directions

Consumer scepticism has attracted increasing scholarly attention in recent years. However, the scientific understanding of the development and consequences of consumer scepticism towards corporate social responsibility (CSR) and related programmes remains fragmented. In response, this paper reviews, synthesises and assesses the CSR-related scepticism literature from more than two decades (1998–2021) within the antecedents–consequences framework. In this paper, 89 studies in the existing literature are synthesised and critically evaluated, and the problems and gaps in the literature are highlighted. This paper also presents an attempt to develop an integrative framework to provide a comprehensive understanding of the antecedents and consequences of CSR-related scepticism. Finally, it offers future research directions based on the current knowledge and gaps in the extant literature

Threshold concepts in teaching and learning undergraduate marketing research

The paper reports on the possibilities and limitations of identifying threshold concepts in the subject of marketing research. Threshold concepts are distinct key concepts of a subject, which, if well understood, can lead to a transformed way of viewing the subject and reality in general. The empirical study focused on evaluating a list of selected key concepts of undergraduate marketing research to determine whether or not any of these concepts could be included in a more structured research project on threshold concepts. The research results show that 15 of the 35 selected concepts possess characteristics that make these concepts potential threshold concepts. Further studies are required to determine whether or not these 15 concepts possess the characteristics of threshold concepts

An attempt to extend means-end theory : an investigation of the linkages between choice behaviour and values

EThOS - Electronic Theses Online ServiceGBUnited Kingdo

Impact of materialism on consumers' ethical evaluation and acceptance of product placement in movies

Purpose Business organisations have been using product placement in movies as a marketing communications tool for a long time. Yet, concerns have been raised about consumers' perceptions of the ethicality and acceptability of product placement. This study investigates the importance of consumer materialism and consumer ethical evaluation of product placement as factors influencing consumer acceptance of product placement in movies. Methodology 250 UK moviegoing adults were surveyed and the resulting data analysed using structural equations modelling. Findings The findings reveal that moviegoers who score higher on materialism find product placement more acceptable than those who score lower. Limitations Further studies are recommended to determine whether or not the incorporation of other variables could improve the model fit and variance explained for endogenous variables. Implications The study concludes that consumers' perceptions about the ethicality of product placement mediate the relationship between materialism and product placement acceptability. Contribution This study suggests that business organisations need to be aware of the important role of materialism in influencing the perception that product placement is broadly ethical and acceptable as a means of market communication