Abdul Rehman Kalhoro, N. H. Phulpoto, M. Brohi, Ali Raza Lashari, Asadullah Kehar
Employee deviance is an important issue to be focused on in an organization. Most of the time, positive work behaviors are discussed in the studies but negative behaviors do not get much attention. This research is based on understanding how the negative and deviant behavior of the employees can get affected. This research is based on examining the effect of trust in the manager-employee relationship on employees’ deviance and what would be the impact of job satisfaction by keeping it as the mediator among these variables. This study explored how trust in manager-employee relationships might help the organizations to reduce the employees’ deviance toward their organization, toward their colleagues, and toward their customers, known as organizational deviance, interpersonal deviance, and frontline deviance respectively. To investigate the phenomenon, the employees of private sector banks were taken as a sample for this study. Data was collected through online questionnaires. The results of this study validate that there is a negative impact of trust in the manager-employee relationship on employees’ deviance in the presence of job satisfaction as a mediator. If the employees are satisfied with their jobs and they have trust in their manager, they tend to show less deviant behavior toward the organization, their colleagues, and the customers.
{"title":"Promoting Corporate Culture: Exploring Managerial Trust and Employee Deviance Behavior in Commercial Banks in Pakistan","authors":"Abdul Rehman Kalhoro, N. H. Phulpoto, M. Brohi, Ali Raza Lashari, Asadullah Kehar","doi":"10.52633/jms.v4i1.167","DOIUrl":"https://doi.org/10.52633/jms.v4i1.167","url":null,"abstract":"Employee deviance is an important issue to be focused on in an organization. Most of the time, positive work behaviors are discussed in the studies but negative behaviors do not get much attention. This research is based on understanding how the negative and deviant behavior of the employees can get affected. This research is based on examining the effect of trust in the manager-employee relationship on employees’ deviance and what would be the impact of job satisfaction by keeping it as the mediator among these variables. This study explored how trust in manager-employee relationships might help the organizations to reduce the employees’ deviance toward their organization, toward their colleagues, and toward their customers, known as organizational deviance, interpersonal deviance, and frontline deviance respectively. To investigate the phenomenon, the employees of private sector banks were taken as a sample for this study. Data was collected through online questionnaires. The results of this study validate that there is a negative impact of trust in the manager-employee relationship on employees’ deviance in the presence of job satisfaction as a mediator. If the employees are satisfied with their jobs and they have trust in their manager, they tend to show less deviant behavior toward the organization, their colleagues, and the customers.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116298409","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}
This research finds the impact of Customer Perception, Satisfaction, and Loyalty on Brand Equity with Environmental Turbulence as a moderator. The questionnaire was completed by a total of 253 continental restaurant customers. Data were gathered from continental restaurant consumers related to Karachi, Pakistan and examined through statistical methods (SPSS and Partial Least Square). Results reveal a significant positive relationship between customer loyalty and brand equity. There is no significant positive relationship between customer perception, customer satisfaction, and brand equity. Also, environmental turbulence has a significant moderating effect on the relationship between customer perception and brand equity; and customer loyalty and brand equity. There was no significant moderating effect of environmental turbulence on the relationship between customer satisfaction and brand equity. This research would be helpful for managers, marketers, students, and teachers in understanding the brand equity being impacted by various factors in the environment of Pakistan. This research can be generalized to Asian countries to further elaborate on the impact. These outcomes are helpful to organizations and companies for emphasizing every element of brand enactment and, specifically, the three (customer perception, customer loyalty, and customer satisfaction) to get the best out of it.
{"title":"A Theoretical Brand Equity Model for Marketing In Presence of Environmental Turbulence","authors":"Kausar Ikhlaq, S. Raza","doi":"10.52633/jms.v4i1.186","DOIUrl":"https://doi.org/10.52633/jms.v4i1.186","url":null,"abstract":"This research finds the impact of Customer Perception, Satisfaction, and Loyalty on Brand Equity with Environmental Turbulence as a moderator. The questionnaire was completed by a total of 253 continental restaurant customers. Data were gathered from continental restaurant consumers related to Karachi, Pakistan and examined through statistical methods (SPSS and Partial Least Square). Results reveal a significant positive relationship between customer loyalty and brand equity. There is no significant positive relationship between customer perception, customer satisfaction, and brand equity. Also, environmental turbulence has a significant moderating effect on the relationship between customer perception and brand equity; and customer loyalty and brand equity. There was no significant moderating effect of environmental turbulence on the relationship between customer satisfaction and brand equity. This research would be helpful for managers, marketers, students, and teachers in understanding the brand equity being impacted by various factors in the environment of Pakistan. This research can be generalized to Asian countries to further elaborate on the impact. These outcomes are helpful to organizations and companies for emphasizing every element of brand enactment and, specifically, the three (customer perception, customer loyalty, and customer satisfaction) to get the best out of it.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"72 2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128017862","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}
Entrepreneurial orientation (EO) plays a key role in a firm’s success, particularly in the context of globalization. Thus, EO has gained prompt attention because of an increasing trend of globalized markets and economies. This article expands the understanding of Entrepreneurial Orientation as it studies EO to assess Small and Medium Enterprise (SMEs) global performance. The study extends the knowledge of SMEs entering global markets by considering firms’ marketing strategy and technological orientation as mediators. Through these mechanisms, corporate EO leads to cross-border excellence. The findings of this study, through a sample of 155 international SMEs in Pakistan, support the impact of EO on global performance whereas the marketing strategy and technological orientation serve as the mediators in this core relationship. The data were analyzed using a variance-based structural equation model (SEM) in Smart PLS software. The findings validate that SMEs, more concentrating on EO, are more able to explore new opportunities in global markets, but their small size, inadequate access to different resources and limited experience in operating in international markets prevents them from taking full advantage of arising opportunities. Hence the findings confirm the significance of EO in the globalization of SMEs however, it was also observed that although the marketing strategy and technological orientation may reduce the direct impact of EO on international performance, these mechanisms accelerate the indirect impact of EO as a tangible and intangible resource.
{"title":"Role of Entrepreneurial Orientation in SMEs Global Performance: Testing Marketing Strategies and Technological Orientation as Mediators","authors":"S. Aslam, M. Shahid, Faisal Aftab","doi":"10.52633/jms.v4i1.157","DOIUrl":"https://doi.org/10.52633/jms.v4i1.157","url":null,"abstract":"Entrepreneurial orientation (EO) plays a key role in a firm’s success, particularly in the context of globalization. Thus, EO has gained prompt attention because of an increasing trend of globalized markets and economies. This article expands the understanding of Entrepreneurial Orientation as it studies EO to assess Small and Medium Enterprise (SMEs) global performance. The study extends the knowledge of SMEs entering global markets by considering firms’ marketing strategy and technological orientation as mediators. Through these mechanisms, corporate EO leads to cross-border excellence. The findings of this study, through a sample of 155 international SMEs in Pakistan, support the impact of EO on global performance whereas the marketing strategy and technological orientation serve as the mediators in this core relationship. The data were analyzed using a variance-based structural equation model (SEM) in Smart PLS software. The findings validate that SMEs, more concentrating on EO, are more able to explore new opportunities in global markets, but their small size, inadequate access to different resources and limited experience in operating in international markets prevents them from taking full advantage of arising opportunities. Hence the findings confirm the significance of EO in the globalization of SMEs however, it was also observed that although the marketing strategy and technological orientation may reduce the direct impact of EO on international performance, these mechanisms accelerate the indirect impact of EO as a tangible and intangible resource. ","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"80 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132718731","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}
Sayma Zia, A. Khan, M. Tufail, Jacqueline Ismat, Abdullah Idrees
This research paper explains the impact of social media marketing on the dimensions of Consumer-Based Brand Equity (CBBE) in fast-food restaurants. This relationship is tested between dimensions of social media marketing and brand loyalty, moreover, the relationship is also tested through the mediating effects of brand awareness and brand image. The study consisted of 312 social media users as survey respondents. Most of the respondents were from the age bracket of 21-30 since people of this age are most active on social media platforms. The study provides empirical evidence and proof regarding the impact of social media marketing on brand loyalty with brand awareness and brand image as mediating variables. It has been identified that investing efficiently in these variables would help the firms to increase customer loyalty. Each variable was found to have a positive impact on brand loyalty; however, the User-Generated Content (UGC) and Firm-Generated Content (FGC) were found to have an insignificant impact on brand loyalty directly. The findings of this research indicated that exploiting these variables effectively might provide fruitful and productive marketing results for the firms. A brand needs to be active on social media or should hire an agency on its behalf to manage its social media network in order to create awareness among the customers about its presence. Firms should take into account the social media communication of the brand as part of their marketing plan as it has become essential in today’s era.
{"title":"Impact of Social Media Marketing on Consumer-Based Brand Equity","authors":"Sayma Zia, A. Khan, M. Tufail, Jacqueline Ismat, Abdullah Idrees","doi":"10.52633/jms.v4i1.188","DOIUrl":"https://doi.org/10.52633/jms.v4i1.188","url":null,"abstract":"This research paper explains the impact of social media marketing on the dimensions of Consumer-Based Brand Equity (CBBE) in fast-food restaurants. This relationship is tested between dimensions of social media marketing and brand loyalty, moreover, the relationship is also tested through the mediating effects of brand awareness and brand image. The study consisted of 312 social media users as survey respondents. Most of the respondents were from the age bracket of 21-30 since people of this age are most active on social media platforms. The study provides empirical evidence and proof regarding the impact of social media marketing on brand loyalty with brand awareness and brand image as mediating variables. It has been identified that investing efficiently in these variables would help the firms to increase customer loyalty. Each variable was found to have a positive impact on brand loyalty; however, the User-Generated Content (UGC) and Firm-Generated Content (FGC) were found to have an insignificant impact on brand loyalty directly. The findings of this research indicated that exploiting these variables effectively might provide fruitful and productive marketing results for the firms. A brand needs to be active on social media or should hire an agency on its behalf to manage its social media network in order to create awareness among the customers about its presence. Firms should take into account the social media communication of the brand as part of their marketing plan as it has become essential in today’s era.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123840536","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}
This study has applied the claims of the S-O-R model regarding consumer purchase behavior and investigates the impact of marketing stimuli on the purchase behavior of Smartphone users. To add value to the concept; researchers have conceptualized consumer involvement as a mediator in the relationship between marketing stimuli and consumer purchase behavior. Marketing stimuli are external marketing components and include factors such as product characteristics, pricing, processes, personnel, tangible evidence, and promotion. In this connection, a quantitative and deductive approach has been employed to conduct cross-sectional primary data. To underline the phenomenon, a sample of 425 smartphone users has responded through a self-administered questionnaire. Based on theory and prior literature, hypotheses are generated in order to test through AMOS. In this regard, a measurement model was established while setting all the thresholds of the model. Finally, a structural model was then tested with the aim to test the hypotheses. The findings of the study revealed that marketing stimuli have a positive impact on both consumer involvement and purchase behavior. Whereas consumer involvement does mediate the relationship between marketing stimuli and consumer purchase behavior. This research provides a deep insight into the use of marketing stimuli in studying consumers’ purchase behavior. Further research can be conducted by observing the impact of various social-culture aspects on customer behavior, also, different marketing factors, such as promotion, people, venue, and procedures, could be used as dimensions of marketing stimuli to increase the study's exposure and yield diverse outcomes.
{"title":"Mediating Role of Consumer Involvement in the Relationship between Marketing Stimuli and Consumer Purchase Behavior","authors":"A. Khan, M. Ullah, Faiza Faiz Malik","doi":"10.52633/jms.v4i1.185","DOIUrl":"https://doi.org/10.52633/jms.v4i1.185","url":null,"abstract":"This study has applied the claims of the S-O-R model regarding consumer purchase behavior and investigates the impact of marketing stimuli on the purchase behavior of Smartphone users. To add value to the concept; researchers have conceptualized consumer involvement as a mediator in the relationship between marketing stimuli and consumer purchase behavior. Marketing stimuli are external marketing components and include factors such as product characteristics, pricing, processes, personnel, tangible evidence, and promotion. In this connection, a quantitative and deductive approach has been employed to conduct cross-sectional primary data. To underline the phenomenon, a sample of 425 smartphone users has responded through a self-administered questionnaire. Based on theory and prior literature, hypotheses are generated in order to test through AMOS. In this regard, a measurement model was established while setting all the thresholds of the model. Finally, a structural model was then tested with the aim to test the hypotheses. The findings of the study revealed that marketing stimuli have a positive impact on both consumer involvement and purchase behavior. Whereas consumer involvement does mediate the relationship between marketing stimuli and consumer purchase behavior. This research provides a deep insight into the use of marketing stimuli in studying consumers’ purchase behavior. Further research can be conducted by observing the impact of various social-culture aspects on customer behavior, also, different marketing factors, such as promotion, people, venue, and procedures, could be used as dimensions of marketing stimuli to increase the study's exposure and yield diverse outcomes.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129279776","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}
This review aims to shed light on a very famous book titled “Market Leader,” which is the coursebook for elementary business English. The text is full of practical and interesting knowledge for the faculty of Business English, but it is also an effective source of knowledge for the students learning business English, Marketing, and other courses related to the business field. It has evolved with the economic times and is one of the leading reiterates of business statistics providing an insight into the real world. The book manages incredible knowledge to enhance the conversation capabilities in English, which may also assist readers in a wide range of situations encountered in real-world business enterprises.
{"title":"Book Review: Market Leader","authors":"Shagufta Khurram Siddiqui","doi":"10.52633/jms.v4i1.199","DOIUrl":"https://doi.org/10.52633/jms.v4i1.199","url":null,"abstract":"This review aims to shed light on a very famous book titled “Market Leader,” which is the coursebook for elementary business English. The text is full of practical and interesting knowledge for the faculty of Business English, but it is also an effective source of knowledge for the students learning business English, Marketing, and other courses related to the business field. It has evolved with the economic times and is one of the leading reiterates of business statistics providing an insight into the real world. The book manages incredible knowledge to enhance the conversation capabilities in English, which may also assist readers in a wide range of situations encountered in real-world business enterprises.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"63 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131887172","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}
Rao Muhammad Rashid, Mahrukh Askari, Anita Laila, Qurat ul Ain Rashid
The growing advent of the organic food market requires knowledge about how consumers’ attitudes and lack of uncertainty increase or decrease purchase intention. This study examines the factors influencing consumers’ organic food purchase intention and the moderating role of uncertainty through a cross country comparative analysis conducted in three developing countries, where lack of food safety, environmental security, and health consciousness are considered to be the growing concern towards the success of organic food. To find the factors affecting purchase intention and attitude towards products produced organically, a theoretical model was developed and tested, representing factors of health consciousness, food safety concern, environmental consciousness, and consumers’ attitude, whereas uncertainty was taken as a moderator. Hence, the current study expands the existing literature by analyzing the model to integrate individuals’ organic food usage motives to extend their purchasing intentions. The quantitative data was collected from three countries, including Pakistan (n=287), India (n=256), and China (n=354). The findings revealed that health consciousness is a significant forecaster of shaping consumers’ attitudes toward organic food and influencing their intentions towards organic food purchasing. Moreover, the findings also indicated that consumers with a higher level of uncertainty avoid purchasing organic food. The results of this study will be useful for marketing managers, scholars, and retailers to develop appropriate strategies for marketing organic food.
{"title":"Role of Uncertainty as a Moderator on Consumers’ Purchase Intentions Towards Organic Food: A Comparative Study","authors":"Rao Muhammad Rashid, Mahrukh Askari, Anita Laila, Qurat ul Ain Rashid","doi":"10.52633/jms.v4i1.140","DOIUrl":"https://doi.org/10.52633/jms.v4i1.140","url":null,"abstract":"The growing advent of the organic food market requires knowledge about how consumers’ attitudes and lack of uncertainty increase or decrease purchase intention. This study examines the factors influencing consumers’ organic food purchase intention and the moderating role of uncertainty through a cross country comparative analysis conducted in three developing countries, where lack of food safety, environmental security, and health consciousness are considered to be the growing concern towards the success of organic food. To find the factors affecting purchase intention and attitude towards products produced organically, a theoretical model was developed and tested, representing factors of health consciousness, food safety concern, environmental consciousness, and consumers’ attitude, whereas uncertainty was taken as a moderator. Hence, the current study expands the existing literature by analyzing the model to integrate individuals’ organic food usage motives to extend their purchasing intentions. The quantitative data was collected from three countries, including Pakistan (n=287), India (n=256), and China (n=354). The findings revealed that health consciousness is a significant forecaster of shaping consumers’ attitudes toward organic food and influencing their intentions towards organic food purchasing. Moreover, the findings also indicated that consumers with a higher level of uncertainty avoid purchasing organic food. The results of this study will be useful for marketing managers, scholars, and retailers to develop appropriate strategies for marketing organic food.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117102615","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}
Despite the increasing number of firms pursuing the export market, little is known about the moderating role of industry competition in the marketing strategy and export performance link. The majority of the studies have focused solely on the direct relationships between two variables at a time and overlooked potential moderating factors that could influence export performance. To address this gap in the literature, this study solicited responses from 100 fresh produce export firms. Primary data was collected using a structured questionnaire. The overall objective of the study was to determine the influence of industry competition on the relationship between marketing strategies and the export performance of fresh produce firms in Kenya. The specific objectives were to establish the influence of product strategies on export performance of fresh produce firms; assess the effect of price strategies on export performance of fresh produce firms; examine the effect of promotion strategies on export performance of fresh produce firms; examine the influence of place strategies on export performance and to determine the moderating role of industry competition on the relationship between marketing strategies and export performance of fresh produce firms. The study outcome revealed that industry competition influenced export performance through marketing strategies. Findings from the study build on the industrial organization economic theory which postulates that the long-term profitability and attractiveness of an industry can be explained by the strength of all five forces together. Likewise, empirical findings recommend that managers should identify opportunities and threats within the industry and subsequently use this information to formulate marketing strategies.
{"title":"Marketing Strategies, Industry Competition and Export Performance of Fresh Produce Firms in Kenya","authors":"Anne Njonjo, Winnie Njeru, F. Kibera, J. Owino","doi":"10.52633/jms.v4i1.136","DOIUrl":"https://doi.org/10.52633/jms.v4i1.136","url":null,"abstract":"Despite the increasing number of firms pursuing the export market, little is known about the moderating role of industry competition in the marketing strategy and export performance link. The majority of the studies have focused solely on the direct relationships between two variables at a time and overlooked potential moderating factors that could influence export performance. To address this gap in the literature, this study solicited responses from 100 fresh produce export firms. Primary data was collected using a structured questionnaire. The overall objective of the study was to determine the influence of industry competition on the relationship between marketing strategies and the export performance of fresh produce firms in Kenya. The specific objectives were to establish the influence of product strategies on export performance of fresh produce firms; assess the effect of price strategies on export performance of fresh produce firms; examine the effect of promotion strategies on export performance of fresh produce firms; examine the influence of place strategies on export performance and to determine the moderating role of industry competition on the relationship between marketing strategies and export performance of fresh produce firms. The study outcome revealed that industry competition influenced export performance through marketing strategies. Findings from the study build on the industrial organization economic theory which postulates that the long-term profitability and attractiveness of an industry can be explained by the strength of all five forces together. Likewise, empirical findings recommend that managers should identify opportunities and threats within the industry and subsequently use this information to formulate marketing strategies.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"116 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127991420","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}
The main purpose of this study was to examine the impact of eWOM on consumers' selection intention of a café in New Zealand. The factors of eWOM which may affect customers' selection intention have been identified, with a focus on cafes in New Zealand. A quantitative research approach was employed and a survey was conducted to collect data from 234 New Zealand consumers through an online questionnaire. The findings of this study indicate that the quantity, quality, valence and consistency of eWOM have a positive impact on consumers' purchase intentions. The perceived credibility and the perceived usefulness have some indirect effects on eWOM and consumers' purchase intention. Among them, the valence of eWOM is fully intervened by the perceptual credibility, and the quantity, quality and consistency of eWOM are partly influenced by perceptual credibility. The quality and valence of eWOM are partially mediated by the perceived usefulness, while quantity and consistency are not mediated by perceived trust. TAM model was used to study online consumers' purchase intention in the New Zealand café industry. In addition, the modified model of this study explains the mediating effect of customer perceived usefulness and perceived credibility in the sphere of eWOM. Future research may use this theoretical model to investigate other restaurants, and comparison studies can be explored in different types of restaurants. The study also provides some practical implications for café managers, especially in electronic marketing. The results of this study show that the volume, quality, valence and consistency of eWOM have a significant positive impact on consumers' purchase intention. Furthermore, eWOM should be considered by managers as one of the important marketing tools to promote their businesses.
{"title":"Who Decides Where to Go for a Coffee? e-WOM and Consumers' Purchase Intention","authors":"Zarqa Shaheen Ali, Hao Liang Cai","doi":"10.52633/jms.v4i1.141","DOIUrl":"https://doi.org/10.52633/jms.v4i1.141","url":null,"abstract":"The main purpose of this study was to examine the impact of eWOM on consumers' selection intention of a café in New Zealand. The factors of eWOM which may affect customers' selection intention have been identified, with a focus on cafes in New Zealand. A quantitative research approach was employed and a survey was conducted to collect data from 234 New Zealand consumers through an online questionnaire. The findings of this study indicate that the quantity, quality, valence and consistency of eWOM have a positive impact on consumers' purchase intentions. The perceived credibility and the perceived usefulness have some indirect effects on eWOM and consumers' purchase intention. Among them, the valence of eWOM is fully intervened by the perceptual credibility, and the quantity, quality and consistency of eWOM are partly influenced by perceptual credibility. The quality and valence of eWOM are partially mediated by the perceived usefulness, while quantity and consistency are not mediated by perceived trust. TAM model was used to study online consumers' purchase intention in the New Zealand café industry. In addition, the modified model of this study explains the mediating effect of customer perceived usefulness and perceived credibility in the sphere of eWOM. Future research may use this theoretical model to investigate other restaurants, and comparison studies can be explored in different types of restaurants. The study also provides some practical implications for café managers, especially in electronic marketing. The results of this study show that the volume, quality, valence and consistency of eWOM have a significant positive impact on consumers' purchase intention. Furthermore, eWOM should be considered by managers as one of the important marketing tools to promote their businesses.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116855975","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}
Muhammad Hassan, Saqib Zahid, A. Nemati, Cai Yongfeng, Wasmiya Javed
Due to the rapid advancements in digital innovations and technological evolution, the world today has witnessed a drastic upsurge in digital espousal by the masses and tech geeks alike. Advertising agencies and brand managers across the globe have been frantically finding ways to explore prospective markets and retain existing customers. Studies on brand management show that the image and trust of a brand are manifested through various deterministic variables which vary and change over time. This research thus focuses on the investigation of the effect of such pervasive determinants including Advertising Effectiveness, WOM and Brand Image on Brand Trust. The study concentrates its enquiry on brand trust elements related to organizations providing services in the telecommunications sector of Pakistan. For this purpose, data in the form of survey responses were collected through questionnaires with the help of convenient sampling. The respondents were customers using different telecommunications networks in Pakistan. From the results, it has been observed that Advertising Effectiveness, WOM and Brand Image have a strong impact on developing and maintaining Brand Trust. The research validates the impact of study variables in developing trust in a brand. Moreover, managerial implications and directions for future research have been proposed at the end of the study.
{"title":"Impact of WOM, Advertising Effectiveness, and Brand Image on Brand Trust: Evidence from Telecommunication Sector in Pakistan","authors":"Muhammad Hassan, Saqib Zahid, A. Nemati, Cai Yongfeng, Wasmiya Javed","doi":"10.52633/jms.v3i3.125","DOIUrl":"https://doi.org/10.52633/jms.v3i3.125","url":null,"abstract":"Due to the rapid advancements in digital innovations and technological evolution, the world today has witnessed a drastic upsurge in digital espousal by the masses and tech geeks alike. Advertising agencies and brand managers across the globe have been frantically finding ways to explore prospective markets and retain existing customers. Studies on brand management show that the image and trust of a brand are manifested through various deterministic variables which vary and change over time. This research thus focuses on the investigation of the effect of such pervasive determinants including Advertising Effectiveness, WOM and Brand Image on Brand Trust. The study concentrates its enquiry on brand trust elements related to organizations providing services in the telecommunications sector of Pakistan. For this purpose, data in the form of survey responses were collected through questionnaires with the help of convenient sampling. The respondents were customers using different telecommunications networks in Pakistan. From the results, it has been observed that Advertising Effectiveness, WOM and Brand Image have a strong impact on developing and maintaining Brand Trust. The research validates the impact of study variables in developing trust in a brand. Moreover, managerial implications and directions for future research have been proposed at the end of the study.","PeriodicalId":348380,"journal":{"name":"Journal of Marketing Strategies","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116578369","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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