Pub Date : 2023-07-21DOI: 10.1080/08911762.2023.2235676
P. Ranjan, Jogendra Kumar Nayak
Abstract Although competitor and customer have emerged as strategic components of a market-focused approach for performance enhancement, research on the function of organizational capabilities mechanism remains scarce. This research intends to develop a conceptual framework focusing on how competitor orientation (COMPO) and customer orientation (CUSTO) influence business performance (BP) both directly and indirectly through pricing capability (PC). The interaction effects of COMPO and CUSTO on PC and the moderating function of market turbulence (MT) on the PC-BP link are also studied. Partial least square structural equation modeling was applied to analyze survey data from 227 Indian small and medium-sized enterprises (SMEs) functioning in diverse manufacturing industries. The empirical findings indicate: first, COMPO and CUSTO are positively related to PC. Second, COMPO and CUSTO have a positive interaction influence on PC. Third, COMPO has both indirect and direct impacts on BP through PC. Fourth, MT strengthens the positive relationship between PC and BP. Last, CUSTO has a stronger positive effect on PC than COMPO. These findings inform SME managers about the importance of PC mechanism through which COMPO and CUSTO generate superior BP even in the presence of a high MT.
{"title":"SMEs Combating Turbulence: Examining the Role of Pricing Capability in Mitigating Market Turbulence and Improving Business Performance","authors":"P. Ranjan, Jogendra Kumar Nayak","doi":"10.1080/08911762.2023.2235676","DOIUrl":"https://doi.org/10.1080/08911762.2023.2235676","url":null,"abstract":"Abstract Although competitor and customer have emerged as strategic components of a market-focused approach for performance enhancement, research on the function of organizational capabilities mechanism remains scarce. This research intends to develop a conceptual framework focusing on how competitor orientation (COMPO) and customer orientation (CUSTO) influence business performance (BP) both directly and indirectly through pricing capability (PC). The interaction effects of COMPO and CUSTO on PC and the moderating function of market turbulence (MT) on the PC-BP link are also studied. Partial least square structural equation modeling was applied to analyze survey data from 227 Indian small and medium-sized enterprises (SMEs) functioning in diverse manufacturing industries. The empirical findings indicate: first, COMPO and CUSTO are positively related to PC. Second, COMPO and CUSTO have a positive interaction influence on PC. Third, COMPO has both indirect and direct impacts on BP through PC. Fourth, MT strengthens the positive relationship between PC and BP. Last, CUSTO has a stronger positive effect on PC than COMPO. These findings inform SME managers about the importance of PC mechanism through which COMPO and CUSTO generate superior BP even in the presence of a high MT.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41817939","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-11DOI: 10.1080/08911762.2023.2234320
Abhishek Behl, Kokil Jain
The last two decades have witnessed significant contributions from scholars extending the literature on online brand communities (OBC’s). Built on technology-mediated communication, OBC’s are specialized, non-geographically bound member groups of brand admirers and customers (Muniz & O’guinn, 2001). Symbolic to the fabric of relationships in which the customer is situated, online communities (McAlexander et al., 2002) manifest a high degree of connectedness with fellow members and the brand in question (Algesheimer et al., 2005). Members have diverse motivations to participate in an OBC, leading to conversations around their experiences, interactions, and brand usage, eventually leading to customer-generated value and word-of-mouth publicity. These conversations are somewhere symbolic of the members’ loyalty, trust, and purchase intentions. Acknowledging the same, brands take the online community route to drive customer engagement (Dessart et al., 2015). Since the introduction of the idea of brand community by Muniz & O’guinn (2001), studies have extensively explored and examined the positive perspectives on online brand communities (OBCs). These studies have primarily focused on examining member’s participatory behaviors and motivations to join an online brand community giving limited attention and focus to the dark side of community engagements. Not lovers always, customers are brand haters too. Consumer-owned communities formed by these brand haters are outcomes of retaliatory behaviors, originating from a bad experience with the brand. Such anti-brand communities propagate brand hate through speeches, conversations, derogatory remarks against the targeted brand. A noteworthy contribution in the field of the dark side is from Krishnamurthy and Kucuk (2009), addressing anti-branding and anti-consumption. Kucuk (2016, 2019, 2020) adds credence by exploring online consumer power, brand hate, and reverse (brand)anthropomorphism to advance the investigation. Despite the recent interest, the concept still lacks detailed exploration and a comprehensive examination. A very significant perspective missing in the published work is the role of culture in understanding and explaining the conflicts, rivalries, and schadenfreude amongst community members. The global nature of online-brand communities has been established to initiate a rich exchange of information. Still, this globality can also lead to rivalries emerging out of multi-representations of different cultures and nationalities. Some studies (Chandrasapth et al., 2021; Han & Nam, 2019; Husemann & Luedicke, 2013) have suggested exploring the transgressive conflicts in OBCs through the lens of culture, but there exists no significant work. It is critical to uncover the role of culture in providing answers to dark behaviors like cyber frauds, cyberloafing, over engagements, trolling, to name a few. How culture affects the very nature of the conflicts and what role does it play in how actors involved
在过去的二十年里，学者们在扩展在线品牌社区（OBC）的文献方面做出了重大贡献。OBC建立在以技术为媒介的沟通基础上，是由品牌崇拜者和客户组成的专业、不受地域限制的成员群体（Muniz&O’guinn，2001）。作为客户所处关系结构的象征，在线社区（McAlexander et al.，2002）表现出与其他成员和相关品牌的高度联系（Algesheimer et al.，2005）。会员参与OBC的动机多种多样，从而围绕他们的体验、互动和品牌使用进行对话，最终实现客户创造的价值和口碑宣传。这些对话象征着会员的忠诚、信任和购买意愿。认识到这一点，品牌采取在线社区路线来推动客户参与（Dessart et al.，2015）。自从Muniz&O’guinn（2001）提出品牌社区的概念以来，研究人员对网络品牌社区的积极视角进行了广泛的探索和检验。这些研究主要集中在考察成员的参与行为和加入在线品牌社区的动机，而对社区参与的黑暗面关注和关注有限。并非总是情侣，顾客也是品牌憎恨者。这些品牌仇恨者形成的消费者所有的社区是报复行为的结果，源于对品牌的不良体验。这些反品牌社区通过针对目标品牌的演讲、对话和贬损言论来传播品牌仇恨。Krishnamurthy和Kucuk（2009）在黑暗面领域做出了值得注意的贡献，他们解决了反品牌和反消费问题。Kucuk（201620192020）通过探索在线消费者力量、品牌仇恨和反向（品牌）拟人化来推进调查，从而增加了可信度。尽管最近有人对此感兴趣，但这一概念仍然缺乏详细的探索和全面的审查。出版的作品中缺少的一个非常重要的视角是文化在理解和解释社区成员之间的冲突、对抗和幸灾乐祸方面的作用。全球性质的在线品牌社区已经建立，以启动丰富的信息交流。尽管如此，这种全球化也可能导致不同文化和民族的多重代表性产生的竞争。一些研究（Chandrasapth et al.，2021；Han和Nam，2019；Husemann和Luedicke，2013）建议通过文化的视角来探索OBCs中的越轨冲突，但没有重要的工作。揭示文化在为网络欺诈、网络闲逛、过度参与、网络钓鱼等黑暗行为提供答案方面的作用至关重要。文化如何影响冲突的本质，以及它在相关行为者如何应对这些冲突中发挥了什么作用，这是一个需要质疑和调查的相关而关键的观点。此外，了解文化在
{"title":"The Dark Side of Brand-Based Online Communities: The Role of Culture","authors":"Abhishek Behl, Kokil Jain","doi":"10.1080/08911762.2023.2234320","DOIUrl":"https://doi.org/10.1080/08911762.2023.2234320","url":null,"abstract":"The last two decades have witnessed significant contributions from scholars extending the literature on online brand communities (OBC’s). Built on technology-mediated communication, OBC’s are specialized, non-geographically bound member groups of brand admirers and customers (Muniz & O’guinn, 2001). Symbolic to the fabric of relationships in which the customer is situated, online communities (McAlexander et al., 2002) manifest a high degree of connectedness with fellow members and the brand in question (Algesheimer et al., 2005). Members have diverse motivations to participate in an OBC, leading to conversations around their experiences, interactions, and brand usage, eventually leading to customer-generated value and word-of-mouth publicity. These conversations are somewhere symbolic of the members’ loyalty, trust, and purchase intentions. Acknowledging the same, brands take the online community route to drive customer engagement (Dessart et al., 2015). Since the introduction of the idea of brand community by Muniz & O’guinn (2001), studies have extensively explored and examined the positive perspectives on online brand communities (OBCs). These studies have primarily focused on examining member’s participatory behaviors and motivations to join an online brand community giving limited attention and focus to the dark side of community engagements. Not lovers always, customers are brand haters too. Consumer-owned communities formed by these brand haters are outcomes of retaliatory behaviors, originating from a bad experience with the brand. Such anti-brand communities propagate brand hate through speeches, conversations, derogatory remarks against the targeted brand. A noteworthy contribution in the field of the dark side is from Krishnamurthy and Kucuk (2009), addressing anti-branding and anti-consumption. Kucuk (2016, 2019, 2020) adds credence by exploring online consumer power, brand hate, and reverse (brand)anthropomorphism to advance the investigation. Despite the recent interest, the concept still lacks detailed exploration and a comprehensive examination. A very significant perspective missing in the published work is the role of culture in understanding and explaining the conflicts, rivalries, and schadenfreude amongst community members. The global nature of online-brand communities has been established to initiate a rich exchange of information. Still, this globality can also lead to rivalries emerging out of multi-representations of different cultures and nationalities. Some studies (Chandrasapth et al., 2021; Han & Nam, 2019; Husemann & Luedicke, 2013) have suggested exploring the transgressive conflicts in OBCs through the lens of culture, but there exists no significant work. It is critical to uncover the role of culture in providing answers to dark behaviors like cyber frauds, cyberloafing, over engagements, trolling, to name a few. How culture affects the very nature of the conflicts and what role does it play in how actors involved","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"241 - 244"},"PeriodicalIF":0.0,"publicationDate":"2023-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45097399","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-21DOI: 10.1080/08911762.2023.2225040
F. Chan
Abstract Despite the vast and growing body of literature on brand naming, most theories and principles were developed in Western markets and based on Western languages, and therefore have limited application in a Chinese-speaking context. Building on the psychogeometric theory, this study systematically examined the role of non-accidental visual-spatial properties of ‘symmetry’ and ‘closure’ in Chinese brand names. A content analysis of 15,065 newly registered Chinese brands was first conducted to reveal the pattern of visual spatial properties in Chinese brand names. This is followed by a survey study of 760 non-Chinese speaking participants about their perceptions of the visual spatial properties of the Chinese brand names. It was found that Chinese brand names utilized a high proportion of symmetry but a low proportion of closure, with their distributions varying significantly across product categories. The survey results further indicate that Chinese brand names possessing these two visual properties triggered specific esthetic associations and were believed to be more appropriate for certain product categories. These findings are useful for new brands seeking visual-spatial cues with which to positively influence consumers’ perceptual processing and judgments.
{"title":"A Systematic Analysis of Non-accidental Visual-Spatial Properties in Chinese Brand Names and Their Esthetic Associations","authors":"F. Chan","doi":"10.1080/08911762.2023.2225040","DOIUrl":"https://doi.org/10.1080/08911762.2023.2225040","url":null,"abstract":"Abstract Despite the vast and growing body of literature on brand naming, most theories and principles were developed in Western markets and based on Western languages, and therefore have limited application in a Chinese-speaking context. Building on the psychogeometric theory, this study systematically examined the role of non-accidental visual-spatial properties of ‘symmetry’ and ‘closure’ in Chinese brand names. A content analysis of 15,065 newly registered Chinese brands was first conducted to reveal the pattern of visual spatial properties in Chinese brand names. This is followed by a survey study of 760 non-Chinese speaking participants about their perceptions of the visual spatial properties of the Chinese brand names. It was found that Chinese brand names utilized a high proportion of symmetry but a low proportion of closure, with their distributions varying significantly across product categories. The survey results further indicate that Chinese brand names possessing these two visual properties triggered specific esthetic associations and were believed to be more appropriate for certain product categories. These findings are useful for new brands seeking visual-spatial cues with which to positively influence consumers’ perceptual processing and judgments.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41946927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-03DOI: 10.1080/08911762.2023.2208059
A. Rasheed, Ajith T. Nandukrishna
Abstract Sharing economy-based services are more prevalent in contemporary society, especially after the covid-19 pandemic. However, from the user’s perspective, it is still unclear what factors define the success of sharing economy-based apps. To address this issue, we conducted a study using an integrated theoretical framework that incorporated cognitive load theory, social network theory, and theory of planned behavior. 448 samples were collected from three tourist destinations in India to test the model. The results showed that mobile app user interface, interaction, and social networking would positively impact user satisfaction with sharing economy-based apps. User satisfaction also leads to recommendation and continuance intention. The study findings have several implications and recommendations for future studies on sharing economy apps.
{"title":"Caring the Sharing Apps – Exploration of the Factors Affecting User Satisfaction with Sharing Economy Apps","authors":"A. Rasheed, Ajith T. Nandukrishna","doi":"10.1080/08911762.2023.2208059","DOIUrl":"https://doi.org/10.1080/08911762.2023.2208059","url":null,"abstract":"Abstract Sharing economy-based services are more prevalent in contemporary society, especially after the covid-19 pandemic. However, from the user’s perspective, it is still unclear what factors define the success of sharing economy-based apps. To address this issue, we conducted a study using an integrated theoretical framework that incorporated cognitive load theory, social network theory, and theory of planned behavior. 448 samples were collected from three tourist destinations in India to test the model. The results showed that mobile app user interface, interaction, and social networking would positively impact user satisfaction with sharing economy-based apps. User satisfaction also leads to recommendation and continuance intention. The study findings have several implications and recommendations for future studies on sharing economy apps.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"225 - 239"},"PeriodicalIF":0.0,"publicationDate":"2023-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44577896","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-30DOI: 10.1080/08911762.2023.2186305
Shampy Kamboj, Manika Sharma
Abstract The extant literature on dark side of consumer-brand relationship is still growing. Recently, researchers have given it notable concentration, yet some gaps exist specifically in context of social media brand communities. The present work adds to the understanding of the negative sides of consumer-brand relationship via empirically investigating brand hate in social media based anti-brand communities specifically in an emerging market context of India. This study makes use of survey method to approach 387 users of social media platforms to empirically test an integrated model of precursors and consequents of brand hate in anti-brand social media communities. The data was analyzed using structural equation modeling and its findings confirm positively stronger association of symbolic incongruity and negative past experience with brand hate. Brand hate; in turn, strongly affect non-purchase intention, negative word-of mouth and retaliation. Results have managerial and useful implications for the brand managers.
{"title":"Dark side of consumer-brand relationships: A brand hate perspective in anti-brand social media communities","authors":"Shampy Kamboj, Manika Sharma","doi":"10.1080/08911762.2023.2186305","DOIUrl":"https://doi.org/10.1080/08911762.2023.2186305","url":null,"abstract":"Abstract The extant literature on dark side of consumer-brand relationship is still growing. Recently, researchers have given it notable concentration, yet some gaps exist specifically in context of social media brand communities. The present work adds to the understanding of the negative sides of consumer-brand relationship via empirically investigating brand hate in social media based anti-brand communities specifically in an emerging market context of India. This study makes use of survey method to approach 387 users of social media platforms to empirically test an integrated model of precursors and consequents of brand hate in anti-brand social media communities. The data was analyzed using structural equation modeling and its findings confirm positively stronger association of symbolic incongruity and negative past experience with brand hate. Brand hate; in turn, strongly affect non-purchase intention, negative word-of mouth and retaliation. Results have managerial and useful implications for the brand managers.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"245 - 267"},"PeriodicalIF":0.0,"publicationDate":"2023-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46805869","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-27DOI: 10.1080/08911762.2023.2207072
K. Koay, Chee Wei Cheah, Serena Wooi-U Goon
Abstract This study aims to explain the linkage between perceived social media marketing activities (SMMAs) and purchase intentions through the mediating effects of brand trust, brand experience, and brand love based on the stimulus-organism-response (SOR) theory. The sample consists of 200 social media users who followed a brand’s social media on any platform. The multiple sequential mediation model is tested using partial least squares structural equation modeling. The results reveal that perceived SMMAs have a significant positive influence on brand trust. Furthermore, brand trust also has a significant positive influence on brand experience and brand love. Subsequently, brand experience and brand love positively influence purchase intentions. In addition, the relationship between perceived SMMAs and purchase intentions is sequentially and positively mediated by brand trust and brand experience. This study demonstrates that the influence of SMMAs on purchase intentions is indirect. Instead, when consumers perceive positive SMMAs from a brand, they will develop brand trust, followed by brand experience, thereby increasing the tendency to purchase from the brand.
{"title":"How Do Perceived Social Media Marketing Activities Foster Purchase Intentions? A Multiple Sequential Mediation Model","authors":"K. Koay, Chee Wei Cheah, Serena Wooi-U Goon","doi":"10.1080/08911762.2023.2207072","DOIUrl":"https://doi.org/10.1080/08911762.2023.2207072","url":null,"abstract":"Abstract This study aims to explain the linkage between perceived social media marketing activities (SMMAs) and purchase intentions through the mediating effects of brand trust, brand experience, and brand love based on the stimulus-organism-response (SOR) theory. The sample consists of 200 social media users who followed a brand’s social media on any platform. The multiple sequential mediation model is tested using partial least squares structural equation modeling. The results reveal that perceived SMMAs have a significant positive influence on brand trust. Furthermore, brand trust also has a significant positive influence on brand experience and brand love. Subsequently, brand experience and brand love positively influence purchase intentions. In addition, the relationship between perceived SMMAs and purchase intentions is sequentially and positively mediated by brand trust and brand experience. This study demonstrates that the influence of SMMAs on purchase intentions is indirect. Instead, when consumers perceive positive SMMAs from a brand, they will develop brand trust, followed by brand experience, thereby increasing the tendency to purchase from the brand.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"210 - 224"},"PeriodicalIF":0.0,"publicationDate":"2023-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43204966","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-10DOI: 10.1080/08911762.2023.2198493
Girma Tegene Demessie, Amit Shukla
Abstract This study investigated the effect of green marketing strategy on firm performance. To this end, the study involved 380 manufacturing firms and obtained data from marketing/production managers through structured questionnaire. Structural equation modeling was used to test the hypotheses of the research. The findings revealed that the green marketing strategy positively affects firm performance through competitive advantage. Moreover, green marketing strategy has a direct positive influence on firm performance indicating a partial mediation and lastly, the indirect effect of green marketing strategy on firm performance through competitive advantage is moderated by competitive intensity.
{"title":"The Effect of Green Marketing Strategy on Firm’s Performance in the Context of Developing Country","authors":"Girma Tegene Demessie, Amit Shukla","doi":"10.1080/08911762.2023.2198493","DOIUrl":"https://doi.org/10.1080/08911762.2023.2198493","url":null,"abstract":"Abstract This study investigated the effect of green marketing strategy on firm performance. To this end, the study involved 380 manufacturing firms and obtained data from marketing/production managers through structured questionnaire. Structural equation modeling was used to test the hypotheses of the research. The findings revealed that the green marketing strategy positively affects firm performance through competitive advantage. Moreover, green marketing strategy has a direct positive influence on firm performance indicating a partial mediation and lastly, the indirect effect of green marketing strategy on firm performance through competitive advantage is moderated by competitive intensity.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"193 - 209"},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44931133","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-16DOI: 10.1080/08911762.2023.2188509
P. Tarka, Richard J. Harnish
Abstract We explored materialistic values, hedonistic shopping experiences, neuroticism, extraversion, openness to experience, and compulsive buying using a mediational model. In addition, the current research was conducted in a new socio-economic cultural setting—Poland—where findings were contrasted with prior results from Western countries. Results indicated positive relationships among neuroticism, extraversion, and compulsive buying, which occur via materialistic values. These values in turn triggered individuals’ need to engage in hedonistic shopping experiences, which further affected compulsive buying. Openness to experience was found to be irrelevant across all examined relationships.
{"title":"Toward Better Understanding the Materialism-Hedonism and the Big Five Personality-Compulsive Buying Relationships: A New Consumer Cultural Perspective","authors":"P. Tarka, Richard J. Harnish","doi":"10.1080/08911762.2023.2188509","DOIUrl":"https://doi.org/10.1080/08911762.2023.2188509","url":null,"abstract":"Abstract We explored materialistic values, hedonistic shopping experiences, neuroticism, extraversion, openness to experience, and compulsive buying using a mediational model. In addition, the current research was conducted in a new socio-economic cultural setting—Poland—where findings were contrasted with prior results from Western countries. Results indicated positive relationships among neuroticism, extraversion, and compulsive buying, which occur via materialistic values. These values in turn triggered individuals’ need to engage in hedonistic shopping experiences, which further affected compulsive buying. Openness to experience was found to be irrelevant across all examined relationships.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"165 - 192"},"PeriodicalIF":0.0,"publicationDate":"2023-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46749614","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-15DOI: 10.1080/08911762.2023.2188508
Nidhi Verma, M. Kaur
Abstract This article aims to validate Schmitt’s dimensions of customer experience in multichannel banking (both traditional and electronic banking) contexts. Additionally, the article investigated the relationship of customer experience dimensions with image and trust in a multichannel banking context, and also analyzed if image mediates the relationship between customer experience dimensions and trust. Moreover, the article examined whether these relations differ with the banking channel in use. Thus overall, the study explored a four-dimensional relationship, i.e., customer experience with bank image/branch context, customer experience with trust/branch context, customer experience with bank image/electronic context, and customer experience with trust/electronic context. 834 multichannel banking customers’ data was used to validate the scale by using the double approach of EFA and CFA, as well as tested the model by using PLS-SEM. Several complimentary metrics, such as PLS-Predict and Blindfolding (Q 2) were applied to check the results’ robustness. The findings revealed that customer experience scale is context specific. Additionally, the impact of CE dimensions on image and trust is found to vary with the channel in use. The study also revealed that bank image has the effect of complementary mediation between most of customer experience dimensions and trust in both branch and electronic banking, as per the decision tree of Zhao et al. except for the relation between cognitive dimension and trust, where image has the effect of indirect only mediation in traditional context.
{"title":"Examining the Relationship Among Customer Experience, Bank Image, and Trust: A Multichannel Banking Perspective","authors":"Nidhi Verma, M. Kaur","doi":"10.1080/08911762.2023.2188508","DOIUrl":"https://doi.org/10.1080/08911762.2023.2188508","url":null,"abstract":"Abstract This article aims to validate Schmitt’s dimensions of customer experience in multichannel banking (both traditional and electronic banking) contexts. Additionally, the article investigated the relationship of customer experience dimensions with image and trust in a multichannel banking context, and also analyzed if image mediates the relationship between customer experience dimensions and trust. Moreover, the article examined whether these relations differ with the banking channel in use. Thus overall, the study explored a four-dimensional relationship, i.e., customer experience with bank image/branch context, customer experience with trust/branch context, customer experience with bank image/electronic context, and customer experience with trust/electronic context. 834 multichannel banking customers’ data was used to validate the scale by using the double approach of EFA and CFA, as well as tested the model by using PLS-SEM. Several complimentary metrics, such as PLS-Predict and Blindfolding (Q 2) were applied to check the results’ robustness. The findings revealed that customer experience scale is context specific. Additionally, the impact of CE dimensions on image and trust is found to vary with the channel in use. The study also revealed that bank image has the effect of complementary mediation between most of customer experience dimensions and trust in both branch and electronic banking, as per the decision tree of Zhao et al. except for the relation between cognitive dimension and trust, where image has the effect of indirect only mediation in traditional context.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"141 - 164"},"PeriodicalIF":0.0,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43763582","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-02DOI: 10.1080/08911762.2023.2180789
Rajeev Gupta, Prof Vikas Kumar, A. Kaushik, D. Gupta, Rahul Sindhwani
Abstract Digital platforms develop and offer opportunities in the form of online brand communities (OBCs) to interact and engage customers with the brand, which might lead to brand loyalty over a while. The present study investigates how OBCs influence online customer engagement (OCE) and brand loyalty through a questionnaire survey of 488 social media users. Extant literature is reviewed to identify the unique characteristics (website satisfaction, usefulness, response time, and entertainment) of such digital platforms and examine their influences on OCE and brand loyalty. The moderating role of gender was also tested empirically. Results revealed that characteristics of OBC platforms primarily influence OCE; however, website satisfaction influences both OCE and brand loyalty. Moreover, OCE positively influences brand loyalty. These findings were similar for male and female customers, excluding website satisfaction, which was insignificant for females. The study concludes with crucial theoretical and managerial implications that will help develop the firms’ strategies to encounter issues related to OBCs globally.
{"title":"Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty","authors":"Rajeev Gupta, Prof Vikas Kumar, A. Kaushik, D. Gupta, Rahul Sindhwani","doi":"10.1080/08911762.2023.2180789","DOIUrl":"https://doi.org/10.1080/08911762.2023.2180789","url":null,"abstract":"Abstract Digital platforms develop and offer opportunities in the form of online brand communities (OBCs) to interact and engage customers with the brand, which might lead to brand loyalty over a while. The present study investigates how OBCs influence online customer engagement (OCE) and brand loyalty through a questionnaire survey of 488 social media users. Extant literature is reviewed to identify the unique characteristics (website satisfaction, usefulness, response time, and entertainment) of such digital platforms and examine their influences on OCE and brand loyalty. The moderating role of gender was also tested empirically. Results revealed that characteristics of OBC platforms primarily influence OCE; however, website satisfaction influences both OCE and brand loyalty. Moreover, OCE positively influences brand loyalty. These findings were similar for male and female customers, excluding website satisfaction, which was insignificant for females. The study concludes with crucial theoretical and managerial implications that will help develop the firms’ strategies to encounter issues related to OBCs globally.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"36 1","pages":"319 - 338"},"PeriodicalIF":0.0,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47158826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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