Antecedents and Consequences of Consumer Hope for the Brand of Hydroderm with the Moderating role of Brand Charisma

IF 1.6 Q3 BUSINESS Central European Business Review Pub Date : 2021-12-17 DOI:10.18267/j.cebr.293
A. Rastgar, G. Taheri, Hooshmand Bagheri Garbollagh, Omid Solati Nejad
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Abstract

With the expansion of different brands in similar classes of products and the close competition of brand owners in attracting and retaining more customers, the production of ethical brands that are subject to ethical principles in all stages of the process of supply, production, presentation, and sale of products has become one of the most important factors in creating superiority and brand differentiation in expanding customer communication and interaction with the brand. Given the importance of the role of brand ethical value in establishing effective customer relationships with the brand, this study aimed at investigating the predictions and consequences of consumer hope for the brand of Hydroderm with the role of brand charisma. The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study included 327 consumers of Hydroderm cosmetics brands; they were selected using the available sampling method. Information was collected using a Likert-point questionnaire, and data analysis was performed by structural equation modelling. The findings showed that the perceived ethical value of the brand on the obsessive brand passion and harmonious brand passion on consumer hope for the brand had a positive and significant effect. Moreover, obsessive brand passion did not have a significant effect on consumer hope for the brand. In addition, brand charisma mediated the effect of the perceived ethical value of the brand on the harmonious brand passion and obsessive brand passion. Finally, a positive and significant effect was found between consumer hope for brand and brand-customer interaction. Implications for Central European audience: Since most Central European countries seek to use the social media space to introduce and sell their brands to all parts of the world, including Asian countries, identifying and understanding how the perceived ethical value of the brand affects consumers interaction of with the brand can be a good practical guide to improve their activities with Asian countries that are subject to Islamic and ethical values. The recommendations obtained from the results show that the behavioural, personality, operational values of the brand as well as its responsibility can increase
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消费者对润肤霜品牌希望的前因后果与品牌魅力的调节作用
随着同类产品中不同品牌的扩张和品牌所有者为吸引和留住更多顾客的激烈竞争,在产品的供应、生产、展示和销售过程的各个阶段都遵循道德原则的道德品牌的生产,已成为扩大客户与品牌的沟通和互动,创造优势和品牌差异化的最重要因素之一。鉴于品牌伦理价值在与品牌建立有效的客户关系中所起的重要作用,本研究旨在通过品牌魅力的作用调查消费者对Hydroderm品牌的期望的预测和后果。本研究采用调查法收集资料,采用相关法分析资料。本研究的统计人群包括327名Hydroderm化妆品品牌消费者;他们是通过可用的抽样方法选择的。资料收集采用李克特点问卷,数据分析采用结构方程模型。研究发现,品牌伦理价值感知对强迫性品牌激情和和谐型品牌激情对消费者对品牌的希望有显著的正向影响。此外,强迫性品牌激情对消费者对品牌的期望没有显著影响。此外,品牌魅力在品牌伦理价值感知对和谐型品牌激情和强迫性品牌激情的影响中起中介作用。最后,消费者对品牌的期望与品牌-顾客互动之间存在显著的正向影响。对中欧受众的影响:由于大多数中欧国家寻求利用社交媒体空间向世界各地(包括亚洲国家)介绍和销售其品牌,因此确定和理解品牌的感知道德价值如何影响消费者与品牌的互动,可以成为改善他们与受伊斯兰和道德价值观约束的亚洲国家的活动的良好实践指南。从结果中得到的建议表明,品牌的行为、个性、经营价值以及责任都可以增加
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来源期刊
Central European Business Review
Central European Business Review Business, Management and Accounting-Business and International Management
CiteScore
3.10
自引率
7.70%
发文量
27
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