scholarly journals Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

2021 ◽  
Vol 13 (20) ◽  
pp. 11413
Author(s):  
Heather Markham Kim ◽  
Kisang Ryu
Keyword(s):  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Attitude ◽  
Social Self ◽  
Ideal Self ◽  
Brand Attachment ◽  
Self Image ◽  
Image Congruence ◽  
Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

Restaurant Innovativeness and Brand Attachment: The Role of Memorable Brand Experience

2021 ◽  
pp. 109634802110420
Author(s):  
Hsiu-Yu Teng ◽  
Chien-Yu Chen
Keyword(s):  
Positive Influence ◽  
Survey Method ◽  
Brand Experience ◽  
Brand Attachment ◽  
Four Dimensions ◽  
Mediating Role ◽  
Restaurant Managers ◽  
Coffee Shops

The rise in restaurant failures suggests that a strong customer-brand attachment is essential for long-term viability. For restaurant managers, enhancing customer attachment to the restaurant brand is critical. However, few studies have examined the drivers of customer brand attachment. Our research investigated the association between innovativeness and brand attachment and the mediating role of memorable brand experience. A self-administered questionnaire survey method was adopted. Data were gathered from customers of coffee shops in Taiwan. The results revealed that out of four dimensions of restaurant innovativeness, menu innovativeness and experiential innovativeness exerted a positive influence on brand attachment through the creation of a memorable experience. Experiential innovativeness also exerted a direct positive influence on brand attachment. Few studies have explored the development of brand attachment from the perspective of innovativeness. Hence, our study may be the first to offer a framework that connects innovativeness, memorable brand experience, and brand attachment.

scholarly journals The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement

2021 ◽  
Vol 3 (4) ◽  
pp. 306-329
Author(s):  
İlkin Yaran Ögel
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Influence ◽  
Customer Engagement ◽  
Brand Attachment ◽  
Mediating Role ◽  
Independent Variable ◽  
Mediator Variable

As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while brand image is determined as independent variable; customer engagement is specified as the mediator variable which mediates the link between brand image and brand attachment. Data were gathered from 428 participants through convenience sampling method. To examine the links between the variables in the suggested model, structural equation modelling was utilized. The results regarding the study bring out that brand image for green brands significantly influences customer engagement and brand attachment in a positive way; customer engagement has also a significant positive influence on brand attachment for green brands; and brand attachment for green brands significantly affects brand loyalty toward these brands in a positive way. In addition, partial mediating influence of customer engagement on the link between brand image for green brands and brand attachment was found significant. These findings also ensure applicable insights to practitioners, who are responsible for promotion of green brands, by emphasizing the importance of increasing brand image, customer engagement and customer attachment to generate loyal green customers.

scholarly journals Brand Loyalty Mediation in Brand Attachment and Customer Digital Experience towards Smartphone Repurchase Intentions

2020 ◽  
Vol 5 (2) ◽  
pp. 145-157
Author(s):  
Verina Cornelia ◽  
Yusepaldo Pasharibu
Keyword(s):  
Market Share ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Positive Influence ◽  
Online Questionnaire ◽  
Brand Attachment ◽  
Repurchase Intentions ◽  
The Impact ◽  
Significant Positive Influence

Brand loyalty is one of the most essential component that incumbent company to retain their customers, particularly in order to win the market share. The main reason is that incumbent firms need to maintain their market share and then upscale their market when they have a thorough understanding of the segmentation. Brand loyalty in this study is utilized as a mediating variable to confirm the impact of brand attachment and customer digital experience for the repurchase intention creation of smartphone users.  An online questionnaire was distributed to 100 respondents using a purposive sampling technique. The criteria of respondents in this study are those who are using Samsung smartphone for at least a year, and experience searching the brand using a digital platform. The statistical analysis showed that brand attachment and customer digital experience have a significant positive influence on brand loyalty. Furthermore, brand attachment shows direct and indirect effects to repurchase intentions indicating partial mediation existence of brand loyalty.  Customer digital experience indirectly affects repurchase intentions through brand loyalty. These results highlight the role of brand attachment and customer digital experience has to secure repurchase intentions of customers by utilizing brand loyalty.

scholarly journals The Role of Consumer’s Self-Congruence in the Formation of Brand Attitude

2018 ◽  
Vol 2 (1) ◽  
pp. 11
Author(s):  
Ali Mohamad Rezza
Keyword(s):  
Structural Equation ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Self Image ◽  
Equation Modelling ◽  
Image Congruence ◽  
Modelling Approach

this study examines the brand attitudes of smartphone user. In particular, it examines how users self-image congruence can affect their brand attitudes towards smartphone products. Previous research indicates that self-congruence can facilitate positive behavior and attitude towards products. This research used cross-sectional survey explanatory method and structural equation modelling approach to test the hypothesis. A questionnaire was sent to 200 smartphone users in Bandung. Results indicate that self–congruence was a good predictor of user's brand attitude.

scholarly journals Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector

2021 ◽  
Vol 123 (13) ◽  
pp. 221-240
Author(s):  
Pantea Foroudi ◽  
Maria Palazzo ◽  
Asfia Sultana
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Partial Least Square ◽  
Least Square ◽  
Social Self ◽  
Brand Attachment ◽  
Content Type ◽  
Restaurant Managers ◽  
Revisit Intentions

PurposeFollowing the planned behaviour theory, the aim of the paper is to analyse the role played by brand attachment, brand characteristics and congruence in enhancing brand attitude while leading to revisit intentions and word-of-mouth (WOM) in the restaurant sector.Design/methodology/approachThe study is based on the quantitative method and considered 464 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square–structural equation modelling (PLS-SEM).FindingsThis study expands the literature about WOM and revisit intentions. The paper states that brand attitude positively influenced revisit intentions and WOM. Besides, findings highlighted that analysed concepts were positively correlated and that they played an important role in impacting revisit intentions and WOM, apart from one factor: social self-congruity, which was not significantly related to brand attitude.Practical implicationsThe results of this paper show practitioners how to develop suitable strategies that set the bases for developing customer loyalty and repeat business. By putting into practice these suggestions in the restaurant sector, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.Originality/valueThe study offers a conceptual framework to explore the significance of several factors, including revisit intentions and WOM. In practice, taking into account the proposed framework, it is suggested that restaurant managers should assess these two items using several factors including congruence, brand characteristics and brand attachment.

Brand attachment and oppositional loyalty: The moderating role of moral identity

2021 ◽  
Vol 49 (10) ◽  
pp. 1-18
Author(s):  
Guo Cheng ◽  
Weiping Yu
Keyword(s):  
Brand Loyalty ◽  
Moral Identity ◽  
Customer Relationships ◽  
Dimensional Structure ◽  
Brand Attachment ◽  
Corporate Managers ◽  
The Impact ◽  
Positive Effect ◽  
Moderating Role

Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.

The Relationship Between Teacher Non-Verbal Communication and Student Behavior: A Cross-National Perspective

2020 ◽  
pp. 019685992097712
Author(s):  
Maja Šerić
Keyword(s):  
Student Behavior ◽  
Verbal Communication ◽  
Self Concept ◽  
Self Image ◽  
Personal Appearance ◽  
Image Congruence ◽  
National Perspective ◽  
The Relationship ◽  
Cross National

This paper aims at providing insights on the role of non-verbal communication (NVC) in classroom by examining the relationship between teacher NVC cues and student behavior. Student behavior is considered in terms of perceptions of the match between the teacher and the student self-concept (i.e. self-image congruence), attention, and learning. Hypotheses are tested on a sample of students coming from Spain and Italy. Findings indicate that the student self-concept has the strongest relationship with teacher personal appearance, attention with paralinguistics, and learning with kinesics. Some differences are found in the strength of the examined relationships between Spanish and Italian students.

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