scholarly journals How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes

2021 ◽  
Vol 13 (12) ◽  
pp. 6775
Author(s):  
Taemin Kim ◽  
Jeesun Kim
Keyword(s):  
Consumer Attitudes ◽  
Spatial Distance ◽  
Corporate Management ◽  
Moderating Variables ◽  
Mediating Role ◽  
Message Strategy ◽  
Cause Related Marketing ◽  
The Impact ◽  
Do So

Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how to do so effectively. The role of cause proximity has been examined as an important factor that determines the effectiveness of CRM messages. Limited research, however, has considered moderating variables in the context of cause proximity. This study aimed to investigate the effect of the interplay between cause proximity and message strategy on attitudes toward the ad and ad believability. Based on an experimental design, this study applies construal level theory to demonstrate the effect of a construal fit between the spatial distance of the cause and how the message is presented on consumer attitudes toward ads and ad believability. Results show that the effects of message strategy mattered only for the global CRM cause. Furthermore, the findings show a mediating role of ad believability between cause proximity and message strategy on attitude toward the ad. This study provides empirical evidence for the advantage of using abstract messages in maximizing consumer reactions such as attitudes and believability when addressing global causes in CRM ad campaigns. Specifically, it offers insights on the impact of a matched condition between the spatial distance of the cause and language abstractness in CRM advertising.

scholarly journals Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand

2016 ◽  
Vol 11 (2) ◽  
pp. 470-483 ◽  
Author(s):  
Majid Esmaeilpour ◽  
Farshad Aram
Keyword(s):  
Risk Taking ◽  
Source Credibility ◽  
Consumer Attitudes ◽  
Viral Marketing ◽  
Equation Modeling ◽  
Mediating Role ◽  
Message Source ◽  
The Impact ◽  
The Relationship

Abstract Due to the rapid growth of the Internet and use of e-commerce in the recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on consumers’ attitude with mediating role of intellectual involvement of consumers and their risk taking level. The aim of this study was to examine the impact of appeal and message source credibility on consumers’ attitude with mediating role of consumers’ intellectual involvement and their risk taking level. The population of this study includes consumers of mobile phones (Samsung, Sony, Nokia, LG and iPhone) in the Bushehr city (Iran). As the population of the study is unlimited, 430 questionnaires were distributed using available sampling method, and 391 questionnaires were collected and analyzed. Using structural equation modeling, we analysed the data through smart PLS software. The results show that the appeal and credibility of the message source impact the consumer attitudes toward the brand. We also found that the intellectual involvement of consumers plays the mediating role in the relationship between message appeal and consumer attitudes toward brands. In the relationship between message source credibility and customer attitude towards the brand, the level of risk taking of people has no mediating role.

The effect of workplace bullying on burnout: the mediating role of affective well-being

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Neuza Ribeiro ◽  
Ana Suzete Semedo ◽  
Daniel Gomes ◽  
Rita Bernardino ◽  
Sharda Singh
Keyword(s):  
Workplace Bullying ◽  
Well Being ◽  
Mediating Effect ◽  
Content Type ◽  
Moderating Variables ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

Purpose This study aims to examine the impact of workplace bullying on employees’ burnout by investigating the mediating effect of affective well-being (AWB). Design/methodology/approach Data of 532 employees from diverse organizations in Portugal were collected. These data were collected using anonymously completed structured questionnaires available online. Findings The results support the research hypotheses proposed, confirming that workplace bullying is related to both AWB and burnout. Moreover, affective workplace bullying partially mediates the relationship between workplace bullying and burnout, indicating that the victims have their AWB reduced, and, consequently, increase their burnout levels. Practical implications The findings suggest that organizations can foster employees’ AWB and reduce the level of burnout by encouraging organizations to develop preventive policies and practices to safeguard against bullying at work. Originality/value To this date, only a few studies have examined mediating and moderating variables (Nielsen and Einersen, 2018) and none include AWB as a mediator of the relationship between workplace bullying and burnout. This study answers the call for further empirical research from those who have argued that more information is needed to understand the workplace bullying phenomenon and contributes to the growing debate on this topic and its effects on employees.

Organizational Justice and Employee Sustainability: The Mediating Role of Organizational Commitment

2020 ◽  
Vol 3 (3) ◽  
pp. 12-22
Author(s):  
Mehreen Fatima ◽  
Zeeshan Izhar ◽  
Zaheer Abbas Kazmi
Keyword(s):  
Organizational Commitment ◽  
Organizational Justice ◽  
Developing Country ◽  
Design Methodology ◽  
Direct Relationship ◽  
Banking Sector ◽  
Mediating Role ◽  
Research Gap ◽  
The Impact

Purpose- The primary purpose of the study is to determine the impact of organizational justice (OJ) on employee sustainability. Along with that, it also describes how organizational commitment mediates this direct relationship. This study includes all dimensions of OJ which are distributive, procedural and interactional (interpersonal & informational) within the context of a developing country (Pakistan). Design/Methodology- This study has considered employees working in the banking sector of Pakistan. Two hundred ten questionnaires were received back from employees. Regression analysis was used to analyze direct relationships between variables, while smart partial least squares (PLS) were used for mediation analysis. Findings- Results demonstrated that all hypothesis were accepted and it was also confirmed that organizational commitment (OC) mediates the direct relationship between OJ and employee sustainability (ES). Originality/value- Multidimensional construct of organizational justice was tested in this study, in the context of a developing country (Pakistan), to address the research gap.

The Role of Career Self-Efficacy on the Effect of Parental Career Behaviors on Career Exploration: A Study on School of Tourism and Hotel Management’ Students

2016 ◽  
Vol 3 (1) ◽  
pp. 143 ◽  
Author(s):  
Selahattin Kanten ◽  
Pelin Kanten ◽  
Murat Yeşiltaş
Keyword(s):  
Undergraduate Students ◽  
Self Efficacy ◽  
Structural Equation ◽  
Career Exploration ◽  
Equation Modeling ◽  
Survey Method ◽  
Hotel Management ◽  
Mediating Role ◽  
The Impact

This study aims to investigate the impact of parental career behaviors on undergraduate student’s career exploration and the mediating role of career self-efficacy. In the literature it is suggested that some social and individual factors facilitate students’ career exploration. Therefore, parental career behaviors and career self-efficacy is considered as predictors of student’s career exploration attitudes within the scope of the study. In this respect, data which are collected from 405 undergraduate students having an education on tourism and hotel management field by the survey method are analyzed by using the structural equation modeling. The results of the study indicate that parental career behaviors which are addressed support; interference and lack of engagement have a significant effect on student’s career exploration behaviors such as intended-systematic exploration, environment exploration and self-exploration. In addition, it has been found that one of the dimensions of parental career behaviors addressed as a lack of engagement has a significant effect on career self-efficacy levels of students. However, research results indicate that student’s career self-efficacy has a significant effect on only the self-exploration dimension. On the other hand, career self-efficacy has a partial mediating role between lack of engagement attitudes of parents and career exploration behaviors of students.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

Service Quality and Repeat Purchase: The Moderating Effect of Perceived Value, and Satisfaction

2020 ◽  
Vol 11 (1) ◽  
pp. 5-5
Author(s):  
Aprihatiningrum Hidayati ◽  
Agus W. Soehadi ◽  
Aji Hermawan ◽  
Hartoyo Hartoyo
Keyword(s):  
Service Quality ◽  
Direct Effect ◽  
Purchase Intention ◽  
Perceived Value ◽  
Moderating Variables ◽  
Mediating Role ◽  
Prior Literature ◽  
Repeat Purchase ◽  
Purchase Satisfaction

The purpose of this study is to examine the direct and indirect effect of these determinants on repeat purchase. Competitive training industries impose pressure on managers to increase repeat purchase. Even though service quality and repeat purchase are well studied in prior literature, their determinants such as perceived value and satisfaction have not been fully investigated together as moderating variables. Most of literature stated both of perceived value and satisfaction as independent variables. Besides, most of literature consider purchase as an attitudinal (namely purchase intention), while this study focus on behavioural (namely repeat purchase). Data from a survey of 300 customers of public training are used to empirically evaluate the model. Results indicate that perceived value and the satisfaction have no direct effect on repeat purchase. However, these constructs indirectly influence repeat purchase through the mediating role of service quality. Satisfaction and perceived value play a major role in enhancing service quality, but do not directly impact repeat purchase. Interestingly, the direct effect on repeat purchases stems from service quality while recent researches suggest satisfaction is the antecedent. The findings suggest that training companies should invest more resources aimed at enhancing service quality through service delivery training for their employees. Even though prior research has considered the concepts studied here, this study aims to empirically evaluate a variety of antecedent factors that potentially affect repeat purchase. Relationships are established utilizing data collected in Indonesia (an increasingly important consumer market) which adds value to extant knowledge in this area. Keywords: path analysis, perceived value, repeat purchase, satisfaction, service quali

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