How does corporate association influence consumer brand loyalty? Mediating role of brand identification

2016 ◽  
Vol 25 (7) ◽  
pp. 629-641 ◽  
Author(s):  
Mobin Fatma ◽  
Imran Khan ◽  
Zillur Rahman
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Affective Commitment ◽  
Equation Modeling ◽  
Brand Identification ◽  
Content Type ◽  
Mediating Role ◽  
Corporate Associations ◽  
Corporate Ability ◽  
Managerial Implications

Purpose The aim of this study is to investigate the influence of two types of corporate associations – corporate ability (CA) and corporate social responsibility (CSR) – on consumer brand loyalty in retail banks in India. Design/methodology/approach A survey on 489 banking consumers was carried out. To achieve research objectives, test hypotheses and analyze data, structural equation modeling was used. Findings The findings show that CA and CSR associations were found to have positive and indirect influences on consumer brand loyalty through brand identifications. This indicates that the process of corporate association transforming into loyalty is much more complicated, and there are other factors influencing this process, making brand identification necessary for achieving customer brand loyalty. Research limitations/implications The results presented in this study have important managerial implications for banking companies in India. The findings demonstrate the importance of CA and CSR associations in the present business scenario and highlight the need to successfully implement them in management policies. Originality/value This study contributes to the existing body of literature by highlighting the influence of brand identification on brand loyalty through affective commitment and satisfaction.

The relationship between authentic leaders and employees’ creativity

2018 ◽  
Vol 11 (2) ◽  
pp. 58-73 ◽  
Author(s):  
Ana Suzete Semedo ◽  
Arnaldo Coelho ◽  
Neuza Ribeiro
Keyword(s):  
Structural Equation ◽  
Design Methodology ◽  
Authentic Leadership ◽  
Affective Commitment ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to investigate how authentic leadership (AL) predicts creativity both directly and through the mediating role of affective commitment (AC) and job resourcefulness (JR). Design/methodology/approach Data collected from a questionnaire administered to a sample of 543 employees have been analyzed. The model was tested using structural equation modeling. Findings The findings show that AL predicts AC, JR and creativity. The findings also show that AC and JR predict creativity. In other words, leaders’ authenticity increases employees’ creative spirit and, thus, employees’ ability to overcome obstacles and meet challenges at work and their emotional bond play an important role (mediators) in this relationship. Practical implications The results of this study are conclusive and contribute to a better understanding of AL and its implication for employees’ emotional bond, their ability to overcome obstacles and their ability to introduce new and useful ideas. This study provides evidence that organizations should focus on training leaders with authentic characteristics. Originality/value This study considers both AC and JR as mediators of the relationship between AL and creativity. Therefore, the originality of this study lies in the integration of these four concepts in a single study to provide a model that depicts the chain of effects between AL, AC, JR and an employee’s creativity.

Fostering sustainable relationships in Pakistani cellular service industry through CSR and brand love

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ammar Javed ◽  
Zia Khan
Keyword(s):  
Structural Equation ◽  
Service Industry ◽  
Equation Modeling ◽  
Service Firms ◽  
Brand Love ◽  
Content Type ◽  
Mediating Role ◽  
Corporate Ability ◽  
Corporate Social

PurposeThis study investigates the mediating role of brand love in two important relationships: first, corporate social responsibility (CSR)–word-of-mouth (WoM) intentions and second, corporate ability (CA)–WoM relationships.Design/methodology/approachData were collected with a sample of 359 respondents, and partial least squares-based structural equation modeling was utilized for data analysis.FindingsThe research reveals interesting findings as brand love fully mediates the CSR–WoM relationship, whilst it partially mediates the CA–WoM relationship.Practical implicationsThe results demonstrate that cellular service firms should strive to create brand love. This is because CSR investments can be diligently translated into WoM intentions through brand love.Originality/valueThe proposal and validation of brand love as a mediator in CSR–WoM and CA–WoM relationships in the cellular service context of a South Asian market is the key contribution of this research.

Diners’ loyalty toward luxury restaurants: the moderating role of product knowledge

2015 ◽  
Vol 33 (2) ◽  
pp. 179-196 ◽  
Author(s):  
Norman Peng ◽  
Annie Huiling Chen
Keyword(s):  
Food Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Empirical Support ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Content Type ◽  
Consumption Behavior ◽  
Managerial Implications

Purpose – Consumers dine at luxury restaurants for reasons beyond fulfilling basic needs; however, little is known about the factors that contribute to diners’ loyalty. The purpose of this paper is to examine diners’ luxury restaurant consumption behavior by incorporating product knowledge into a modified Mehrabian-Russell model. Design/methodology/approach – Following exploratory qualitative research, 238 consumers who have dined at Hong Kong’s Michelin-starred luxury restaurants were recruited for the main study. The data were analyzed through structural equation modeling. Findings – The results show that luxury restaurants’ stimuli (i.e. food quality, service quality, and atmospherics) influence diners’ emotions, which in turn affect their brand loyalty. Furthermore, food quality can directly influence diners’ loyalty toward the restaurant. Third, diners’ product knowledge can moderate the relationships between restaurant stimuli and diners’ emotion. Research limitations/implications – This study offers new empirical support for the proposition that product knowledge has a role in building brand loyalty and thereby shades both theoretical and managerial understanding of the luxury restaurant consumption process. Originality/value – This study is one of the first to conceptualize diners’ loyalty toward luxury restaurants by examining the influences of restaurants’ stimuli and diners’ knowledge toward luxury restaurants. In addition, this study puts forth some managerial implications for practitioners.

scholarly journals Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity

2018 ◽  
Vol 22 (3) ◽  
pp. 319-337 ◽  
Author(s):  
Raouf Ahmad Rather ◽  
Shehnaz Tehseen ◽  
Shakir Hussain Parrey
Keyword(s):  
Customer Relationship Management ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Affective Commitment ◽  
Relationship Management ◽  
Customer Relationship ◽  
Brand Identification ◽  
Content Type ◽  
Brand Engagement ◽  
Value Congruity

Purpose On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (CBE), which, in turn, paves the way for advancing consumer relationships with hospitality brands, as measured through brand loyalty. As such, this study serves to enhance existing insight into customer relationship management dynamics, with a particular focus on hospitality brands. Design/methodology/approach The present study develops a theoretical framework that is empirically investigated by using confirmatory factor analysis and structural equation modelling analyses. Data were collected by using a self-administered questionnaire of 340 customers of four- and five-star hotel brands in India. Findings The results suggest value congruity as an important driver of CBI, affective commitment and CBE within hospitality brands. The results also reveal CBI to act as a significant predictor of affective commitment, CBE and brand loyalty. Furthermore, affective commitment and CBE are the significant drivers of loyalty to hospitality brands. Research limitations/implications The research is exploratory in nature and is restricted to four- and five-star hotel customers, thereby reflecting important limitations of this study. Given these issues, ample opportunities exist for further research to further explore and/or validate the reported findings. Practical implications The current research provides new insights for marketing practitioners planning or implementing long-term customer relationship management strategi3es that centre on customer–brand identification, customer–brand engagement and brand loyalty. Originality/value Despite existing insights, empirical investigation into the proposed conceptual relationships remains limited to date, particularly in the hospitality industry. By offering empirical evidence in this area, this study adds to the extant body of knowledge on CBI/CBE-centric customer relationship management.

scholarly journals Impact of psychological capital (PsyCap) on affective commitment: mediating role of affective well-being

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Neuza Ribeiro ◽  
Manish Gupta ◽  
Daniel Gomes ◽  
Nelia Alexandre
Keyword(s):  
Structural Equation ◽  
Affective Commitment ◽  
Psychological Capital ◽  
Emotional Health ◽  
Well Being ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
The Relationship

Purpose The purpose of this study is to examine the mediating role of affective well-being (AWB) in the relationship between psychological capital (PsyCap) and affective commitment. Design/methodology/approach The sample included 226 employees from diverse Portuguese organizations. Based on a survey, respondents reported their perceptions of own PsyCap, AWB and affective commitment to their organization. Findings Results from structural equation modeling suggested presence of mediation by AWB in the relationship between PsyCap and affective commitment. Practical implications Managers are encouraged to gain from this finding by emphasizing more on the emotional health of individuals to increase their attachment with the company. Originality/value Though there are several studies indicating the positive consequences of PsyCap on employees, studies on how PsyCap affects affective commitment through AWB is scarce. These results advance the broaden-and-build theory by suggesting that the relationship between PsyCap and affective commitment is much more complex.

Organizational justice and personal initiative, mediating role of affective commitment

2015 ◽  
Vol 25 (6) ◽  
pp. 854-876 ◽  
Author(s):  
M. Ángeles López-Cabarcos ◽  
Ana Isabel Machado-Lopes-Sampaio-de Pinho ◽  
Paula Vázquez-Rodríguez
Keyword(s):  
Organizational Justice ◽  
Structural Equation ◽  
Affective Commitment ◽  
Hotel Industry ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Personal Initiative ◽  
The Relationship

Purpose – The purpose of this paper is to analyze the mediating role of affective commitment (AC) in the relationship between organizational justice (OJ) and personal initiative (PI). Design/methodology/approach – Data were collected from 321 employees from hotels in northern Portugal. The study required that all hotels be at least four-star establishments operating for over a year. The data and hypotheses were analyzed by using structural equation modeling. Findings – Employee perceptions of justice in relation to rewards, procedures, or interpersonal relationships can only lead to displays of initiative behaviors if employees have developed AC toward their organization. Accordingly, employee perception of justice does not directly bring about initiative behavior; a feeling of AC toward the organization must be created beforehand. Practical implications – Knowing how to increase employee PI could be one of the keys to obtaining successful results within the hotel industry. This study provides evidence of an indirect relationship between OJ and PI via AC. Such knowledge may help to establish a plan of action aimed at improving perceptions of justice within the hotel industry in order to obtain committed and proactive employees. Originality/value – Very few studies carried out within the context of the hotel industry have considered the relationship between the three variables proposed in this research paper. Additionally, this study examines the mediating role of employee AC, which has not been previously confirmed.

Knowledge strategy, sharing behavior and performance

2018 ◽  
Vol 41 (3) ◽  
pp. 395-411 ◽  
Author(s):  
Pooja K. Singh
Keyword(s):  
Structural Equation ◽  
Positive Influence ◽  
Mediation Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Knowledge Strategy ◽  
Managerial Implications ◽  
And Performance ◽  
Sharing Behavior

Purpose The study aims to examine the effect of knowledge management strategy (KMS) on knowledge-sharing behavior (KSB) and its subsequent effect on knowledge performance (KP). It also throws light on the mediating role of KM enablers (KMEs) and KSB. Design/methodology/approach In purview of previous literature, several hypotheses were framed. Structural equation modeling (SEM) using SPSS 20, PROCESS macro and AMOS 20 was used to examine the research hypotheses in a sample of empirical data collected from 350 employees of information technology (IT) service provider firms. Findings This paper empirically proves the existence of mediation effect of the proposed mediators (KME, KSB) between predictors (KMS, KSB) and outcomes (KSB, KP) in different hypothesized relationships. Result provides empirical evidence toward the positive influence of KMS dimensions (internal-oriented KMS, external-oriented KMS) on KSB and also confirms the influence of KSB on KP. Research limitations/implications This study examines the effect of KMS and KSB on KP with reference to the IT sector, thereby limiting generalization to other sectors. Practical and managerial implications have been discussed in the later sections of the study. Originality/value This study adds value to the existing KM literature by adjoining the links among knowledge strategy, sharing behavior and performance.

Organizational Empowerment and Turnover intensions:A mediation of Job Satisfaction and Affective Commitment. A Case of Hattar industries, Pakistan

2019 ◽  
Vol 6 (2) ◽  
pp. 1-6
Author(s):  
Mehwish Iftikhar ◽  
Sheraz Khan
Keyword(s):  
Job Satisfaction ◽  
Structural Equation ◽  
Affective Commitment ◽  
Middle Level ◽  
Primary Data ◽  
Equation Modeling ◽  
Clear Understanding ◽  
Complex Process ◽  
Managerial Implications ◽  
Organizational Empowerment

Empowerment has never been something handed from one person to another or passed from employer to employee but it is a complex process, which needs a vivid vision and clear understanding for managers and employees. It is a technique and tool for the retention of employees.This quantitative study is done to examine the affect of organisational empowerment on turnover intensions by way of mediation of job satisfaction and affective commitment.Direct and indirect affects of variables are examined while conducting the study among employees of Hattar industries located in Punjab, Pakistan.Cross sectional design is addopted and primary data is collected through standardised questionnaires on five point likert scale. A total of 220 employees working at middle level management of Hattar industries, were chosen randomly. Correlation is applied in order to findout the strength of relationship between variables.The data was analysed on the basis of SEM (structural equation modeling) technique by using AMOS. Findings depicted the positive relationship between organizational empowerment with the variables job satisfaction and affective commitment. The result also indicates that there is a significant mediating influence of job satisfaction and affective commitment in the relationship between organizational empowerment and turnover intensions. Practical/managerial implications of this study revealed that organizations should foster to give empowerment to their workers if they want to retain them so that, they will be satisfied enough, will remain committed to work and will have lower intensions to leave the job that will better contribute in boosting up the overall performance of the organization.

Relation between Chinese consumers’ ethical perceptions and purchase intentions

2019 ◽  
Vol 31 (3) ◽  
pp. 670-690 ◽  
Author(s):  
Muhammad Kashif Javed ◽  
Ma Degong ◽  
Talat Qadeer
Keyword(s):  
Structural Equation ◽  
Developing Economies ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Brand Trust ◽  
Ethical Perceptions ◽  
Chinese Consumers ◽  
Content Type ◽  
Highly Educated ◽  
Mediating Role

Purpose Most business-related studies on ethics focus on consumers in developed western economies but ignore developing economies. Therefore, to fill this void in the literature and address the concerns of prior studies, the purpose of this paper is to examine the ethical perceptions of Chinese consumers as an example of effective and efficient management of company/brand strategies in an economy experiencing rapid socioeconomic growth. Design/methodology/approach This study examines 328 Chinese consumers’ purchase intentions based on their ethical perceptions toward Apple and P&G through mediating (i.e. consumer–corporate identification (CCI) and brand trust) and moderating (i.e. consumer gender, age, education and residence) effects. Structural equation modeling is used to analyze the constructs and overall model. Findings The ethical perceptions of consumers translate into purchase intentions, both at the corporate and product brand levels. Similarly, a significant direct relationship between CCI and brand trust reveals that corporate-level ethical identification is a trivial matter to customers, although these perceptions do apply to product brands under a corporate umbrella. Furthermore, to identify target groups of Chinese consumers who are receptive to ethical appeals, moderating variables were found to be useful. Originality/value The results confirm that the mediating role of CCI is more influential in the context of Chinese consumers’ ethical perceptions, followed by brand trust. In relation to demographics, ethical perceptions affect CCI and brand trust more positively in females and highly educated consumers in China. Similarly, the relationship between consumers’ ethical perception and their trust in brand is revealed more influential in urban residents than they do in rural. This broadens the applications and contexts of this research model. The results provide managerial guidance on enhancing potential ethical perceptions.

Examination of customer-centric measures among different types of customers in the context of major Canadian ski resort

2018 ◽  
Vol 30 (2) ◽  
pp. 438-459
Author(s):  
Matti J. Haverila ◽  
Kai Christian Haverila
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
A Priori ◽  
Equation Modeling ◽  
Marketing Practice ◽  
Content Type ◽  
Ski Resort ◽  
Different Types ◽  
Managerial Implications ◽  
Satisfaction Model

Purpose Customer-centric measures such as customer satisfaction and repurchase intent are important indicators of performance. The purpose of this paper is to examine what is the strength and significance of the path coefficients in a customer satisfaction model consisting of various customer-centric measures for different types of ski resort customer (i.e. day, weekend and ski holiday visitors as well as season pass holders) in a ski resort in Canada. Design/methodology/approach The results were analyzed using the partial least squares structural equation modeling approach for the four different types ski resort visitors. Findings There appeared to differences in the strength and significance in the customer satisfaction model relationships for the four types of ski resort visitors indicating that the a priori managerial classification of the ski resort visitors is warranted. Originality/value The research pinpoints differences in the strength and significance in the relationships between customer-centric measures for four different types ski resort visitors, i.e. day, weekend and ski holiday visitors as well as season pass holders, which have significant managerial implications for the marketing practice of the ski resort.

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