Athlete brand image influence on the behavioral intentions of Generation Z

2021 ◽  
Vol 49 (2) ◽  
pp. 1-13
Author(s):  
Jin Ho Shin ◽  
Jeong Woo Lee
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
Role Model ◽  
Brand Image ◽  
Equation Modeling ◽  
The Sustainable Development ◽  
Generation Z ◽  
Consumer Segment ◽  
Asian Context ◽  
The Impact

We investigated the effect of athlete brand image (ABI) on Generation Z's behavioral intentions, when controlling for congruency of advertised products. We are the first to apply the relatively new concept of ABI to the intent of behavior in a specific consumer segment in an East Asian context. Data from a survey of 563 Korean respondents were analyzed using structural equation modeling. The results show that congruency acted as a mediator in the conceptual model. The findings also suggest that sportsmanship, role model, and relationship effort appeared to be the most important attributes of ABI. Consequently, athletes and their agents should concentrate on specific attributes to develop stronger brand images. By better understanding the impact of ABI on Generation Z, marketers can effectively target this unique consumer base, which will enable the sustainable development of the advertising market.

Consumer purchase intention of a cosmetic product after the Fukushima nuclear incident

2018 ◽  
Vol 46 (4) ◽  
pp. 551-561 ◽  
Author(s):  
Jae Hoon Hyun ◽  
Suk Bong Choi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Factors Affecting ◽  
The Public ◽  
Cosmetic Product ◽  
Consumer Purchase Intention ◽  
The Impact

We examined the factors affecting consumer purchase intention of a cosmetic product after the Fukushima nuclear incident and the role of distinctiveness in postcrisis recovery. Through a 2-group experiment and structural equation modeling, we found that the incident did not affect the firm's reputation and brand image but it was perceived as a significant threat to health and product safety that consequently negatively affected purchasing intentions. Findings also showed that high distinctiveness is a valid factor in diminishing the impact of crisis. In particular, a firm's reputation and indirect effects on revenue are least affected by, or even positively related to distinctiveness. We have included discussion of the critical implications for firms around the importance of maintaining desirable relationships with the public as preparation for a crisis and for rapid postcrisis recovery.

Connecting the dots between brand logo and brand image

2019 ◽  
Vol 11 (1) ◽  
pp. 68-87
Author(s):  
Harsandaldeep Kaur ◽  
Kanwalroop Kaur
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Brand Personality ◽  
Equation Modeling ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Familiarity ◽  
Sphere Of Influence ◽  
The Impact ◽  
The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

scholarly journals Islamic Law and National Cultures Impact on Modern Funeral Services Buying Ethical Perception and Behavioral Intention

2020 ◽  
Vol 55 (1) ◽  
Author(s):  
Subarsyah Subarsyah ◽  
Florentina Kurniasari
Keyword(s):  
National Culture ◽  
Significant Role ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Islamic Law ◽  
Equation Modeling ◽  
Ethical Perceptions ◽  
National Cultures ◽  
Funeral Services ◽  
The Impact

The purpose of this paper is to analyze the impact of Islamic law and national cultures on the ethical perceptions and behavioral intentions of Muslim Indonesians in buying modern funeral services. A questionnaire was distributed among Muslim respondents who were doing their routine weekly Friday prayers in Sunda Kelapa, one of biggest mosques in Central Jakarta. Based on a total sample of 103 responses, structural equation modeling was used to test the research hypotheses. This research used the theory of reasoned action proposed by Ajzen to analyze behavioral intentions. Since the behavioral intentions were influenced by the ethical perceptions, the Hofstede national culture was deemed to play a significant role. The data analysis further suggested that the behavioral intentions in buying modern funeral services were strongly influenced by Islamic law (MUI Fatwa), Indonesia culture dimensions, and the ethical perceptions among Muslim Indonesians. Both Islamic law and Indonesian national culture (as a collectivist country) play a significant role in creating ethical perceptions and influence Muslim behavioral intentions in regard to buying modern funeral services.

scholarly journals Impact of Social Capital (SC) on Business Performance (BP) of Muslim Women Entrepreneurs (MWEs) in the Eastern Province of Sri Lanka (EPSL)

2019 ◽  
Vol 8 (4) ◽  
pp. 7541-7548
Keyword(s):  
Social Capital ◽  
Sri Lanka ◽  
Women Entrepreneurs ◽  
Structural Equation ◽  
Business Performance ◽  
Role Model ◽  
Muslim Women ◽  
Equation Modeling ◽  
Eastern Province ◽  
The Impact

Social capital (SC) is vital in the form of networks since it acts as an agent for change of information and resources that can enhance the success or continued existence of women owned business entities. This study aims to examine the impact of SC on business performance (BP) of Muslim women entrepreneurs (MWEs) in small and Medium Enterprises (SMEs) in the Eastern Province of Sri Lanka (EPSL). SC was measured with the dimensions of familial affiliation such as parents and or husband if married or support from any other family members, someone who acts as a role model, economic status during childhood and non-familial affiliations such as business associated or trade associations. Structured questionnaire was used as the data collection technique with the sampling frame of 260 respondents using simple random sampling technique. Structural Equation Modeling (SEM) with AMOS as the data analysis technique while employing SPSS 23.0. The analysis of the structural model showed that, non-familial affiliation had a significant and positive relationship with business performance of Muslim women entrepreneurs where as familial affiliation did not significantly influence on business performance of Muslim women entrepreneurs in Sri Lanka. In most of the conservative Islamic families, women are not often allowed go out of their homes and mix with their counter parts independently. This situation can be observed in Sri Lanka Muslim families specially, in the Eastern Province where majority come from rural areas. However, those who can break this situation and were able to make affiliation with the business associates and other related bodies could enhance their business performance. Muslim women entrepreneurs, trade chambers and decision making authorities may use this finding of the study as a template to gain insight in to the factors influencing social capital on business performance of Sri Lankan MWEs.

The effect of brand authenticity on consumer–brand relationships

2019 ◽  
Vol 28 (2) ◽  
pp. 231-241 ◽  
Author(s):  
Hyunjoo Oh ◽  
Paulo Henrique Muller Prado ◽  
Jose Carlos Korelo ◽  
Francielle Frizzo
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
The Self ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Authenticity ◽  
Key Factor ◽  
The Usa ◽  
The Impact ◽  
The Relationship

Purpose This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently influence the brand-self connectedness and consumers’ behavioral intentions. Design/methodology/approach The authors surveyed 347 consumers in the USA and Brazil and used structural equation modeling to test the relationship among brand authenticity, self-reinforcing assets, brand-self connectedness and behavioral intentions. Findings Brand authenticity was found to influence the self-reinforcing assets. In turn, the self-reinforcing assets promoted closeness toward the brand, thereby increasing the behavioral intentions of consumers to buy a product, visit a store/website in the future and recommend the brand to other people. Practical implications Marketing practitioners can use these results to promote better brand positioning by considering brand authenticity as a key factor in how consumers cognitively assess brands. Originality/value This paper shows that brand authenticity is a key antecedent of consumer–brand self-reinforcing assets.

The impact of the student–instructor relationship on student-centric measures

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Matti Haverila ◽  
Kai Christian Haverila
Keyword(s):  
Student Satisfaction ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Business Students ◽  
Perceived Value ◽  
Equation Modeling ◽  
Value For Money ◽  
Content Type ◽  
The Impact ◽  
Student Instructor

PurposeOn the basis of the justice, attachment, social support, self-determination theories, this research paper examines the impact of the student–instructor relationship construct on the customer-centric measures of overall student satisfaction, and perceived value for money and their impact of the behavioral intentions as an endogenous construct. We considered universities as providers of complex services focusing on students' service quality and students as the customers of the higher education institutions.Design/methodology/approachA survey instrument was used to collect data among undergraduate and graduate business students in a medium-sized Canadian university (N = 178). Partial least squares structural equation modeling was used to analyze the strength, significance, and effect sizes of the relationships between the key constructs.FindingsThe results indicate that the student–instructor relationship is significantly related to student satisfaction and value for money perceptions. Also, the student satisfaction and behavioral intentions, value for money and student satisfaction, and value for money and behavioral intentions relationship were significant.Originality/valueThe perceived quality of student–instructor relationship and its relationship to customer-centric measures like satisfaction, value for money and behavioral intentions has received relatively little attention in previous research and was discovered to be an important contributor to the perceived student satisfaction and value for money. The importance of the student–instructor relationship is further emphasized indirectly via the perceived value for money construct to student satisfaction.

scholarly journals Sustainability of Government Microblog in China: Exploring Social Factors on Mobile Government Microblog Continuance

2019 ◽  
Vol 11 (24) ◽  
pp. 6887
Author(s):  
Chenyuan Ni ◽  
Shuiqing Yang ◽  
Yanqin Pan ◽  
Jianrong Yao ◽  
Yixiao Li ◽  
...  
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Path Coefficient ◽  
Perceived Similarity ◽  
The Sustainable Development ◽  
Visual Appearance ◽  
Identity Attractiveness ◽  
Cognitive Involvement ◽  
The Impact ◽  
Affective Involvement

The sustainable development of mobile government social media depends citizens’ continued use. Based on the Stimulus-Organism-Response framework and social response theory, the present study investigated the impacts of perceived similarity and anthropomorphic cues on citizens’ mobile government microblog continuance. A research model of mobile government microblog continuance was developed and empirical tested by using dataset collected from 428 mobile government microblog citizens in China. The results of structural equation modeling demonstrated that perceived similarity (including external similarity and internal similarity), and anthropomorphic cues (including social interaction value, visual appearance, and identity attractiveness), have positive influences on both cognitive and affective involvement, which further determinate mobile government microblog continuance. Considering the path coefficient and significant levels, the impact from affective involvement on mobile government microblog continuance is stronger that from cognitive involvement.

Multiple pathways linking environmental knowledge and awareness to employees’ green behavior

2018 ◽  
Vol 18 (1) ◽  
pp. 81-103 ◽  
Author(s):  
Ali Safari ◽  
Reza Salehzadeh ◽  
Razieh Panahi ◽  
Samaneh Abolghasemian
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
Environmental Knowledge ◽  
Equation Modeling ◽  
Environmental Attitude ◽  
Statistical Population ◽  
Content Type ◽  
Iron And Steel ◽  
Green Behavior ◽  
The Impact

Purpose The purpose of the present research is to investigate the impact of environmental knowledge and awareness on green behavior with respect to behavioral intentions, environmental attitude and green commitment as mediator variables. Design/methodology/approach The statistical population included the managers of Esfahan Mobarakeh Steel Company in Iran. In total, 135 questionnaires were distributed among relevant managers, out of which 120 questionnaires were returned and analyzed using structural equation modeling method. Findings The findings of the study showed that environmental knowledge and awareness has a significant direct effect on managers’ green behavior (β = 0.42). Also, environmental knowledge and awareness has a significant indirect effect on managers’ green behavior through behavioral intentions (β = 0.34), environmental attitude (β = 0.19) and green commitment (β = 0.33). Originality value This study is among the first to simultaneously investigate the multiple pathways from environmental knowledge and awareness to green behavior. The second contribution of the present study is considering green behavior of personnel in the iron and steel industry in a developing country.

The impact of social media activities on brand image and emotional attachment

2020 ◽  
Vol 11 (1) ◽  
pp. 109-135 ◽  
Author(s):  
Albert A. Barreda ◽  
Khaldoon Nusair ◽  
Youcheng Wang ◽  
Fevzi Okumus ◽  
Anil Bilgihan
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Emotional Attachment ◽  
Brand Commitment ◽  
Psychological Benefits ◽  
Content Type ◽  
Social Media Platforms ◽  
The Impact

Purpose The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories. Design/methodology/approach The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling. Findings The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively. Research limitations/implications Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies. Practical implications Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment. Social implications This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors. Originality/value The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

Brand equity and customer behavioral intentions: a mediated moderated model

2018 ◽  
Vol 36 (1) ◽  
pp. 19-40 ◽  
Author(s):  
Meena Rambocas ◽  
Vishnu M. Kirpalani ◽  
Errol Simms
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Management Strategies ◽  
Strong Relationship ◽  
Equation Modeling ◽  
Content Type ◽  
And Gender ◽  
The Impact

Purpose The purpose of this paper is to examine the relationship between brand equity and customer behavioral intentions to repeat purchases, willingness to pay a price premium, switch and provide positive word of mouth. It further explores the mediating role of customer satisfaction and the moderating impact of customer age, education and gender on these relationships. Design/methodology/approach Data were collected from 283 banking customers and analyzed with structural equation modeling. Findings The results supported a strong relationship between brand equity and all four measures of behavioral intent with customer satisfaction partially mediating these relationships. In addition, the results supported the moderating effect of customer age and education on the customer satisfaction-switch relationship. Practical implications The study provides a useful perspective on the impact of brand building investments on consumers’ behavioral intentions, which bank managers can use to monitor and evaluate the outcome of branding initiatives and relationship management strategies. Originality/value The study provides a nuanced understanding of the effect of brand equity on consumer behavioral intentions. It also explains the mediating and moderating effects of customer satisfaction and demographical characteristics.

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