Asia Pacific Journal of Marketing and Logistics最新文献

Purpose

The present study, underpinned by the stimulus-organism-response (SOR) theory, aims to examine the impact of packaging semiotics on brand image, perceived brand quality, brand loyalty and purchase intention of well-established food brands.

Design/methodology/approach

A self-administered questionnaire was disseminated to participants residing in the Lucknow region of India. We conducted an experiment in which 374 participants evaluated the factors on a stimulus (chips packaging) using an online survey. Collected data were analysed through structural equation modelling (SEM).

Findings

The result suggests that packaging semiotics exhibits a positive influence on brand image and perceived brand quality of consumers. The brand image significantly impacts brand loyalty and consumers’ purchase intention. In addition, the perceived brand quality has a positive significant impact on brand loyalty, but a negative and insignificant influence on purchase intention. The results show that both brand image and perceived brand quality significantly mediate the relation between packaging semiotics and brand loyalty. Brand image significantly mediates but perceived brand quality does not mediate the relation between packaging semiotics and purchase intention.

Practical implications

The results of the study will assist food brands in determining how to utilise semiotics in packaging to positively influence brand image, perceived brand quality, brand loyalty and consumers’ intent to purchase.

Originality/value

The study is unique in the sense that it assesses the role of packaging semiotics as antecedent in mapping of brand loyalty and purchase intention through brand image and perceived product quality. This study takes a lead as these constructs have been less explored relatively from the lens of packaging semiotics in an emerging Asian market.

Purpose

Configuring strategies to ensure a health service provider’s resilience when extreme disruptions occur is not simple. Optimal configuration in such circumstances is rare. Therefore, this research has relied on the dynamic capability view (DCV) to develop a decision-support framework for configuring resilience strategies that will mitigate the worst challenges and improve the performance of health service providers during “extreme” disruptive events.

Design/methodology/approach

The research adopted a multi-study, multi-method approach comprising interviews, quality function deployment (QFD), and fuzzy set qualitative comparative analysis (fsQCA).

Findings

The findings reveal that, during a crisis, standalone resilience strategies are not enough. To guarantee performance, healthcare services require a combination of resilience strategies and a negation of challenges.

Originality/value

This research extends our current knowledge of healthcare operational management by offering optimal configurations of resilience strategies to manage performance during extreme disruptions. Thus, it offers strategic insights into how health-service managers can be more resilient during a crisis.

Purpose

User value co-creation behaviors are crucial for the sustainable development of Virtual Brand Communities. This research, grounded in social exchange theory, investigates the impact of community satisfaction and identification on customer value co-creation behaviors and further explores how the reciprocity norm moderates these relationships.

Design/methodology/approach

Our research data were collected from users across multiple brand communities, totaling 481 survey responses. Structural equation modeling was performed to test the research hypotheses.

Findings

These results provide in-depth insights into the nexus between user-community relationships and customer value co-creation behaviors. While community satisfaction and identification positively influence co-creation, their effects vary across different value co-creation behaviors. Notably, the reciprocity norm within the community dampens the relationship between community satisfaction and value co-creation behaviors.

Originality/value

Unlike previous studies focusing on customer value co-creation behaviors, our research emphasizes social exchange, unveiling the mechanisms behind customer value co-creation. Our findings not only enrich the body of knowledge on customer value co-creation but also deepen our understanding of online collective behavior and knowledge sharing, offering valuable insights for the development of virtual communities.

Purpose

This study aims to explore the determinants influencing consumer purchase intentions towards electric vehicles (EVs) within the Asian market. It specifically examines how perceived value and perceived risk interact with the moderating effects of environmental, policy, and social factors to shape consumer behaviors towards EV adoption. The purpose is to delineate the intricate mechanisms driving consumer intentions in the context of sustainable mobility solutions.

Design/methodology/approach

Adopting a quantitative research design, this investigation collected data via a survey targeting consumers across various Asian countries. The study utilized Structural Equation Modeling (SEM) to analyze the responses, enabling a robust examination of the relationships between perceived value, perceived risk, and the potential moderating roles of external factors on consumer purchase intentions towards EVs.

Findings

The analysis revealed that both perceived value and perceived risk significantly influence consumers' intentions to purchase EVs. It was also found that environmental factors effectively moderate the relationship between perceived risk and purchase intentions, while social factors moderate the relationship between perceived risk and purchase intentions, highlighting the complex influence of external elements on consumer decisions. Contrarily, policy factors did not exhibit a significant moderating impact on the relationships examined.

Originality/value

This research enriches the domain of sustainable technology adoption by providing nuanced insights into the factors driving consumer intentions towards EVs in the Asian context. It underscores the critical roles of perceived value and risk, along with the distinct moderating effects of environmental and social factors, offering strategic implications for stakeholders within the EV ecosystem. The study's findings contribute to the broader discourse on consumer behavior in green technology adoption, laying groundwork for future investigations across diverse settings.

Purpose

This research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.

Design/methodology/approach

Three studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.

Findings

BSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.

Practical implications

For BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.

Originality/value

In the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.

Purpose

This study investigated how sources of information across social media platforms influence fantasy users’ sport consumption and enhance their performance expectancy. Specifically, we examined the effects of social media-related motivation on fantasy users’ playing skills, sense of competition and performance expectancy based on the uses and gratifications theory.

Design/methodology/approach

Data were collected from 453 fantasy sport users on social media platforms. We conducted confirmatory factor analysis to assess a measurement model and used serial mediation techniques to examine the relationship between social media-related motivation and fantasy sport users’ performance expectancy.

Findings

Results showed that social media-related motivation had significant and positive impacts on fantasy users’ playing skills, sense of competition and performance expectancy. Additionally, we found that fantasy users’ playing skills increased their sense of competition and performance expectancy. A sense of competition was found to positively affect fantasy users’ performance expectancy.

Originality/value

This study provided a valuable contribution to the existing body of knowledge on social media by investigating the influence of social media-related motivation on fantasy sport users. The findings reveal that sharing content-based information on social media platforms plays a vital role in attracting and motivating individuals to engage in fantasy sports. The updated information enhances the playing skills of fantasy users, fosters a sense of competition and improves performance in virtual sport.

Purpose

Digital voice assistants (DVAs) are revolutionising consumers’ interactions with technology and businesses. Whilst research on the adoption of these devices is rapidly expanding, few have explored post-adoption behaviour. To fill this gap, we investigate how functionality and human-like features shape customers’ emotions, engagement and loyalty towards DVAs.

Design/methodology/approach

The data were collected through a self-administered online survey from 509 DVA users. Structural equation modelling was employed for data analysis.

Findings

The results reveal that distinct human-like and functional factors of DVA independently explain customers’ positive emotions and engagement with DVAs. Positive emotions and engagement significantly impact customer loyalty to DVAs. The study shows that localisation of DVAs has a significant positive moderating influence on the service experience-customer engagement relationship but a negative moderating influence on the anthropomorphism-customer engagement relationship.

Originality/value

Unlike previous research, this study contributes to the literature by delving into post-adoption phenomena. It explains how DVAs’ human-like and functional attributes drive customers’ positive emotional responses, engagement and loyalty towards DVAs. The findings not only unveil new insights into the moderating role of localisation but also provide a crucial understanding regarding the boundary conditions of the influence of anthropomorphism and service experience on customer engagement.