Abstract
Purpose – The purpose of this paper is to investigate the impact of social media marketi... more Abstract Purpose – The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach – A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings – The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value – This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty. Keywords Brand consciousness, Brand loyalty, Social media marketing, Value consciousness Paper type Research paper
This study investigates the relationship between ethical ideologies, Machia-vellianism, perceived... more This study investigates the relationship between ethical ideologies, Machia-vellianism, perceived ethical problem, gender and ethical intention. The results from a survey of students in marketing classes from an Australian university branch campus in Malaysia revealed that relativism and Machiavellianism have negative impact on ethical intention of students. However, idealism and perceived ethical problems have positive impacts on their ethical intention. Moreover, the study found that gender is not a determinant of the ethical intentions of students. This study is attempting to improve our understanding of the ethical issues existing in one of the emergent markets (i.e. Malaysia). Additionally, it offers some implications for marketing educators.
This paper aims to identify the ranking of importance of work values as perceived by marketing st... more This paper aims to identify the ranking of importance of work values as perceived by marketing students, and to explore the underlying dimensions of work values in the Malaysian context. It also aims to determine whether there are differences of work values between marketing students in Malaysia and US. Previously validated Super's Work Values Inventory (SWVI) containing 15 dimensions was completed by business students undertaking Marketing and other majors in Malaysia and USA. Factor analysis is employed to examine the underlying structure of work values. The study confirms the two-factor structure (intrinsic and extrinsic) of work values and shows that marketing students value the work that allows them to fulfill their potential in terms of creativity (M = 4.23) and intellectual stimulation (M = 3.99) in Malaysia. Moreover, the results showed that significant differences in work values exist between Malaysia and US students with respect to economic return, way of life, altruism, prestige, management and variety. This article contributes to the worldwide knowledge on work values by highlighting the importance of understanding potential marketing professionals' work values in the two different countries. Respondents selected from two countries will limit the generalizability of the study.
This study seeks to test a research framework designed to explain the direct
effects of fashion b... more This study seeks to test a research framework designed to explain the direct effects of fashion brand love, image and excitement upon word of mouth in two different contexts. Using data collected from two different countries (the United Kingdom and Switzerland), the survey instrument was tested for reliability and validity using confirmatory factor analysis. Hypotheses were then developed related to the consumer-brand relationship across the two countries, which were then tested using structural equation modeling. The findings showed that there is a significant relationship between excitement and brand image, brand love and word of mouth. This is particularly true in both samples. The impact of brand image on word of mouth was not found to be significant in the two countries in the study. The primary limitation of the study is that the two sampled countries were European. Additionally, the results of the study present a preliminary investigation that can only be validated through further research. The study explains the relationships among different branding constructs to maximize word of mouth in a wide range of market environments. Although aspects of consumer – brand relationships have been heavily studied in the US market, much less research exists across markets in a non-US context. This paper redresses this imbalance.
This research was designed in order to explore the subculture differences
in Malaysian consumers’... more This research was designed in order to explore the subculture differences in Malaysian consumers’ responses to sex appeal advertising. This study employs a 2 × 2 × 2 full factorial between subjects design. There are two levels of model gender (male/female), two levels of sex appeal (high/low), and two levels of religion of the subjects (Muslim/non-Muslim). When comparing Muslims and non-Muslims in the responses to the ads, it was generally found that Muslim subjects’ attitudes were significantly lower than non- Muslims attitudes toward the same ads. Future research should adopt a more representative sample and test different product categories.
The concept of customer experience is evolving to an ever more imperative area
of study within th... more The concept of customer experience is evolving to an ever more imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains vague and a thorough theoretical foundation is lacking. This paper addresses this gap in the literature facilitating a brand-management understanding of the concept of customer experience and its antecedents and consequences. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literature. In addition, twelve propositions describe and explain the antecedents of customer experience and impacts upon brand loyalty within a service-centred marketing logic. This paper contributes a novel customer-brand experience perspective and conceptual tools relevant for further theory development and for effectively managing customer-brand relationships
Customer experience theory, research, and practice represent an
evolving area of study within the... more Customer experience theory, research, and practice represent an evolving area of study within the marketing discipline. Despite its importance, the customer experience concept remains vague and lacks a thorough theoretical foundation. This study addresses this gap in the literature and examines the antecedents and consequences of customer experience from customer perspectives. The study provides a conceptual framework building from a qualitative study and the existing literature. This article includes a formal test of the framework using a large-scale survey to examine the experience of British customers with resort hotel brands. The results show that price perception, core services, and word of mouth have a direct impact on how customers interpret their experiences with resort hotel brands; perceived service quality plays a mediatory role in the relationship between servicescape, core service, and customer experience. Measuring the validation strength of customer experience upon brand loyalty by best fit in combination with cross-sample predictive validity models is a valuable contribution of this study.
Purpose – The interest in customer experience has increased at a phenomenal rate. However,
resear... more Purpose – The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. Therefore, this study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience. Design/methodology/approach – The netnography method is utilized to validate a priori concepts that have been identified in the literature within the tourist industry in Egypt. Findings – The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and beauty, which are consistent with major studies on experience. Research limitations/implications – The focus of the study was on customer reviews that were written in English and posted online. Therefore, care should be taken when interpreting these findings. Practical implications – This study attempted to gain a meaningful degree of understanding of customer experience construct. The results suggest a number of implications for service, marketing and brand managers. The knowledge of customer experience and the challenge of creating great customer experience are of utmost importance. Many marketers acknowledge the importance of customer experience, but they have very little knowledge of what the components are of customer experience. Originality/value – Netnography has not been widely used as a marketing research technique. Keywords Customer experience, Experiential brands, Tourism industry, Netnography, Tourism management, Egypt Paper type Research paper
Purpose – Fashion brand love is a central concept in the consumer-brand relationship domain. Bran... more Purpose – Fashion brand love is a central concept in the consumer-brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald’s “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand personality and brand image on brand love has not been investigated in any empirical research. This paper aims to address this gap by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate the relationships among them. Design/methodology/approach – Data were collected using a survey method and usable questionnaires were completed by 250 undergraduate students. Path analysis was used to test the hypotheses using AMOS 16.0. Findings – Results revealed that only brand image is considered as a determinant of brand love that affects WOM along with brand personality. Practical implications – Results provide detailed implications and a platform on which future research can be built. Originality/value – The extant love research seems to be solely in the US context. To the best of the author’s knowledge, this is the first study to investigate the concept of brand love outside the USA. Keywords Brand love, Brand image, Brand personality, Word of mouth, Fashion brands, Brand identity Paper type Research paper
The purpose of this study is to examine how innovation attributes, social influence,
and perceive... more The purpose of this study is to examine how innovation attributes, social influence, and perceived risk can affect technology brand adoption. The impact of innovation attributes, social influence, and perceived risk on iPhone adoption has been tested through series of tests (i.e., reliability, exploratory factor analysis, confirmatory factor analysis, correlations, multiple regression analysis, and moderation effect of gender). The sample consists of 134 Malaysian students. Results revealed the importance of relative advantage, trialability, and social influence as key constructs in adoption intention. The study also showed that gender of the consumer has no moderating effect on the adoption intention. Practical guidelines are provided to marketing managers on how to use those factors to increase the adoption of new brands among customers.
Abstract
Purpose – The purpose of this paper is to investigate the impact of social media marketi... more Abstract Purpose – The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach – A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings – The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value – This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty. Keywords Brand consciousness, Brand loyalty, Social media marketing, Value consciousness Paper type Research paper
This study investigates the relationship between ethical ideologies, Machia-vellianism, perceived... more This study investigates the relationship between ethical ideologies, Machia-vellianism, perceived ethical problem, gender and ethical intention. The results from a survey of students in marketing classes from an Australian university branch campus in Malaysia revealed that relativism and Machiavellianism have negative impact on ethical intention of students. However, idealism and perceived ethical problems have positive impacts on their ethical intention. Moreover, the study found that gender is not a determinant of the ethical intentions of students. This study is attempting to improve our understanding of the ethical issues existing in one of the emergent markets (i.e. Malaysia). Additionally, it offers some implications for marketing educators.
This paper aims to identify the ranking of importance of work values as perceived by marketing st... more This paper aims to identify the ranking of importance of work values as perceived by marketing students, and to explore the underlying dimensions of work values in the Malaysian context. It also aims to determine whether there are differences of work values between marketing students in Malaysia and US. Previously validated Super's Work Values Inventory (SWVI) containing 15 dimensions was completed by business students undertaking Marketing and other majors in Malaysia and USA. Factor analysis is employed to examine the underlying structure of work values. The study confirms the two-factor structure (intrinsic and extrinsic) of work values and shows that marketing students value the work that allows them to fulfill their potential in terms of creativity (M = 4.23) and intellectual stimulation (M = 3.99) in Malaysia. Moreover, the results showed that significant differences in work values exist between Malaysia and US students with respect to economic return, way of life, altruism, prestige, management and variety. This article contributes to the worldwide knowledge on work values by highlighting the importance of understanding potential marketing professionals' work values in the two different countries. Respondents selected from two countries will limit the generalizability of the study.
This study seeks to test a research framework designed to explain the direct
effects of fashion b... more This study seeks to test a research framework designed to explain the direct effects of fashion brand love, image and excitement upon word of mouth in two different contexts. Using data collected from two different countries (the United Kingdom and Switzerland), the survey instrument was tested for reliability and validity using confirmatory factor analysis. Hypotheses were then developed related to the consumer-brand relationship across the two countries, which were then tested using structural equation modeling. The findings showed that there is a significant relationship between excitement and brand image, brand love and word of mouth. This is particularly true in both samples. The impact of brand image on word of mouth was not found to be significant in the two countries in the study. The primary limitation of the study is that the two sampled countries were European. Additionally, the results of the study present a preliminary investigation that can only be validated through further research. The study explains the relationships among different branding constructs to maximize word of mouth in a wide range of market environments. Although aspects of consumer – brand relationships have been heavily studied in the US market, much less research exists across markets in a non-US context. This paper redresses this imbalance.
This research was designed in order to explore the subculture differences
in Malaysian consumers’... more This research was designed in order to explore the subculture differences in Malaysian consumers’ responses to sex appeal advertising. This study employs a 2 × 2 × 2 full factorial between subjects design. There are two levels of model gender (male/female), two levels of sex appeal (high/low), and two levels of religion of the subjects (Muslim/non-Muslim). When comparing Muslims and non-Muslims in the responses to the ads, it was generally found that Muslim subjects’ attitudes were significantly lower than non- Muslims attitudes toward the same ads. Future research should adopt a more representative sample and test different product categories.
The concept of customer experience is evolving to an ever more imperative area
of study within th... more The concept of customer experience is evolving to an ever more imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains vague and a thorough theoretical foundation is lacking. This paper addresses this gap in the literature facilitating a brand-management understanding of the concept of customer experience and its antecedents and consequences. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literature. In addition, twelve propositions describe and explain the antecedents of customer experience and impacts upon brand loyalty within a service-centred marketing logic. This paper contributes a novel customer-brand experience perspective and conceptual tools relevant for further theory development and for effectively managing customer-brand relationships
Customer experience theory, research, and practice represent an
evolving area of study within the... more Customer experience theory, research, and practice represent an evolving area of study within the marketing discipline. Despite its importance, the customer experience concept remains vague and lacks a thorough theoretical foundation. This study addresses this gap in the literature and examines the antecedents and consequences of customer experience from customer perspectives. The study provides a conceptual framework building from a qualitative study and the existing literature. This article includes a formal test of the framework using a large-scale survey to examine the experience of British customers with resort hotel brands. The results show that price perception, core services, and word of mouth have a direct impact on how customers interpret their experiences with resort hotel brands; perceived service quality plays a mediatory role in the relationship between servicescape, core service, and customer experience. Measuring the validation strength of customer experience upon brand loyalty by best fit in combination with cross-sample predictive validity models is a valuable contribution of this study.
Purpose – The interest in customer experience has increased at a phenomenal rate. However,
resear... more Purpose – The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. Therefore, this study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience. Design/methodology/approach – The netnography method is utilized to validate a priori concepts that have been identified in the literature within the tourist industry in Egypt. Findings – The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and beauty, which are consistent with major studies on experience. Research limitations/implications – The focus of the study was on customer reviews that were written in English and posted online. Therefore, care should be taken when interpreting these findings. Practical implications – This study attempted to gain a meaningful degree of understanding of customer experience construct. The results suggest a number of implications for service, marketing and brand managers. The knowledge of customer experience and the challenge of creating great customer experience are of utmost importance. Many marketers acknowledge the importance of customer experience, but they have very little knowledge of what the components are of customer experience. Originality/value – Netnography has not been widely used as a marketing research technique. Keywords Customer experience, Experiential brands, Tourism industry, Netnography, Tourism management, Egypt Paper type Research paper
Purpose – Fashion brand love is a central concept in the consumer-brand relationship domain. Bran... more Purpose – Fashion brand love is a central concept in the consumer-brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald’s “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand personality and brand image on brand love has not been investigated in any empirical research. This paper aims to address this gap by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate the relationships among them. Design/methodology/approach – Data were collected using a survey method and usable questionnaires were completed by 250 undergraduate students. Path analysis was used to test the hypotheses using AMOS 16.0. Findings – Results revealed that only brand image is considered as a determinant of brand love that affects WOM along with brand personality. Practical implications – Results provide detailed implications and a platform on which future research can be built. Originality/value – The extant love research seems to be solely in the US context. To the best of the author’s knowledge, this is the first study to investigate the concept of brand love outside the USA. Keywords Brand love, Brand image, Brand personality, Word of mouth, Fashion brands, Brand identity Paper type Research paper
The purpose of this study is to examine how innovation attributes, social influence,
and perceive... more The purpose of this study is to examine how innovation attributes, social influence, and perceived risk can affect technology brand adoption. The impact of innovation attributes, social influence, and perceived risk on iPhone adoption has been tested through series of tests (i.e., reliability, exploratory factor analysis, confirmatory factor analysis, correlations, multiple regression analysis, and moderation effect of gender). The sample consists of 134 Malaysian students. Results revealed the importance of relative advantage, trialability, and social influence as key constructs in adoption intention. The study also showed that gender of the consumer has no moderating effect on the adoption intention. Practical guidelines are provided to marketing managers on how to use those factors to increase the adoption of new brands among customers.
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Purpose – The purpose of this paper is to investigate the impact of social media marketing activities on
brand loyalty, value consciousness and brand consciousness.
Design/methodology/approach – A self-administered questionnaire was developed and administered to a
convenience sample of 346 undergraduate students
Findings – The findings of this research indicated that social media marketing has a significant effect on
brand loyalty; brand consciousness and value consciousness mediate the relationship between social media
marketing and brand loyalty.
Originality/value – This study confirms the growing importance of social media marketing. It also provides
insights for marketers on envisioning brand loyalty.
Keywords Brand consciousness, Brand loyalty, Social media marketing, Value consciousness
Paper type Research paper
effects of fashion brand love, image and excitement upon word of mouth in two
different contexts. Using data collected from two different countries (the United
Kingdom and Switzerland), the survey instrument was tested for reliability and
validity using confirmatory factor analysis. Hypotheses were then developed related
to the consumer-brand relationship across the two countries, which were then tested
using structural equation modeling. The findings showed that there is a significant
relationship between excitement and brand image, brand love and word of mouth. This
is particularly true in both samples. The impact of brand image on word of mouth was
not found to be significant in the two countries in the study. The primary limitation of
the study is that the two sampled countries were European. Additionally, the results of
the study present a preliminary investigation that can only be validated through further
research. The study explains the relationships among different branding constructs
to maximize word of mouth in a wide range of market environments. Although aspects
of consumer – brand relationships have been heavily studied in the US market, much
less research exists across markets in a non-US context. This paper redresses this
imbalance.
in Malaysian consumers’ responses to sex appeal advertising.
This study employs a 2 × 2 × 2 full factorial between subjects
design. There are two levels of model gender (male/female),
two levels of sex appeal (high/low), and two levels of religion of
the subjects (Muslim/non-Muslim). When comparing Muslims and
non-Muslims in the responses to the ads, it was generally found
that Muslim subjects’ attitudes were significantly lower than non-
Muslims attitudes toward the same ads. Future research should
adopt a more representative sample and test different product categories.
of study within the marketing discipline. Despite its importance and the positive
attention this concept is receiving in the literature, the explanation of customer
experiences remains vague and a thorough theoretical foundation is lacking.
This paper addresses this gap in the literature facilitating a brand-management
understanding of the concept of customer experience and its antecedents and
consequences. The paper examines the impact of customer experience on brand
loyalty via a comprehensive review of existing literature on the concept of customer
experience and service brand literature. In addition, twelve propositions describe
and explain the antecedents of customer experience and impacts upon brand
loyalty within a service-centred marketing logic. This paper contributes a novel
customer-brand experience perspective and conceptual tools relevant for further
theory development and for effectively managing customer-brand relationships
evolving area of study within the marketing discipline. Despite its
importance, the customer experience concept remains vague and
lacks a thorough theoretical foundation. This study addresses this
gap in the literature and examines the antecedents and consequences
of customer experience from customer perspectives. The
study provides a conceptual framework building from a qualitative
study and the existing literature. This article includes a formal test
of the framework using a large-scale survey to examine the experience
of British customers with resort hotel brands. The results show
that price perception, core services, and word of mouth have a direct
impact on how customers interpret their experiences with resort
hotel brands; perceived service quality plays a mediatory role in the
relationship between servicescape, core service, and customer experience.
Measuring the validation strength of customer experience
upon brand loyalty by best fit in combination with cross-sample
predictive validity models is a valuable contribution of this study.
research to capture the true meaning of the concept is limited. Therefore, this study aims to address the
question of what are the underlying dimensions that constitute the construct of customer experience.
Design/methodology/approach – The netnography method is utilized to validate a priori concepts
that have been identified in the literature within the tourist industry in Egypt.
Findings – The results identified eight dimensions; comfort, educational, hedonic, novelty,
recognition, relational, safety and beauty, which are consistent with major studies on experience.
Research limitations/implications – The focus of the study was on customer reviews that
were written in English and posted online. Therefore, care should be taken when interpreting these
findings.
Practical implications – This study attempted to gain a meaningful degree of understanding of
customer experience construct. The results suggest a number of implications for service, marketing
and brand managers. The knowledge of customer experience and the challenge of creating great
customer experience are of utmost importance. Many marketers acknowledge the importance of
customer experience, but they have very little knowledge of what the components are of customer
experience.
Originality/value – Netnography has not been widely used as a marketing research technique.
Keywords Customer experience, Experiential brands, Tourism industry, Netnography,
Tourism management, Egypt
Paper type Research paper
managers tend to create more lovable brands, e.g. McDonald’s “I’m lovin it”. However, the importance
of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand
personality and brand image on brand love has not been investigated in any empirical research. This
paper aims to address this gap by developing a causal model incorporating brand love, brand
personality, brand image and word of mouth (WOM) to investigate the relationships among them.
Design/methodology/approach – Data were collected using a survey method and usable
questionnaires were completed by 250 undergraduate students. Path analysis was used to test the
hypotheses using AMOS 16.0.
Findings – Results revealed that only brand image is considered as a determinant of brand love that
affects WOM along with brand personality.
Practical implications – Results provide detailed implications and a platform on which future
research can be built.
Originality/value – The extant love research seems to be solely in the US context. To the best of the
author’s knowledge, this is the first study to investigate the concept of brand love outside the USA.
Keywords Brand love, Brand image, Brand personality, Word of mouth, Fashion brands,
Brand identity
Paper type Research paper
and perceived risk can affect technology brand adoption. The impact of innovation attributes, social
influence, and perceived risk on iPhone adoption has been tested through series of tests (i.e., reliability,
exploratory factor analysis, confirmatory factor analysis, correlations, multiple regression analysis,
and moderation effect of gender). The sample consists of 134 Malaysian students. Results revealed
the importance of relative advantage, trialability, and social influence as key constructs in adoption
intention. The study also showed that gender of the consumer has no moderating effect on the adoption
intention. Practical guidelines are provided to marketing managers on how to use those factors to
increase the adoption of new brands among customers.
Purpose – The purpose of this paper is to investigate the impact of social media marketing activities on
brand loyalty, value consciousness and brand consciousness.
Design/methodology/approach – A self-administered questionnaire was developed and administered to a
convenience sample of 346 undergraduate students
Findings – The findings of this research indicated that social media marketing has a significant effect on
brand loyalty; brand consciousness and value consciousness mediate the relationship between social media
marketing and brand loyalty.
Originality/value – This study confirms the growing importance of social media marketing. It also provides
insights for marketers on envisioning brand loyalty.
Keywords Brand consciousness, Brand loyalty, Social media marketing, Value consciousness
Paper type Research paper
effects of fashion brand love, image and excitement upon word of mouth in two
different contexts. Using data collected from two different countries (the United
Kingdom and Switzerland), the survey instrument was tested for reliability and
validity using confirmatory factor analysis. Hypotheses were then developed related
to the consumer-brand relationship across the two countries, which were then tested
using structural equation modeling. The findings showed that there is a significant
relationship between excitement and brand image, brand love and word of mouth. This
is particularly true in both samples. The impact of brand image on word of mouth was
not found to be significant in the two countries in the study. The primary limitation of
the study is that the two sampled countries were European. Additionally, the results of
the study present a preliminary investigation that can only be validated through further
research. The study explains the relationships among different branding constructs
to maximize word of mouth in a wide range of market environments. Although aspects
of consumer – brand relationships have been heavily studied in the US market, much
less research exists across markets in a non-US context. This paper redresses this
imbalance.
in Malaysian consumers’ responses to sex appeal advertising.
This study employs a 2 × 2 × 2 full factorial between subjects
design. There are two levels of model gender (male/female),
two levels of sex appeal (high/low), and two levels of religion of
the subjects (Muslim/non-Muslim). When comparing Muslims and
non-Muslims in the responses to the ads, it was generally found
that Muslim subjects’ attitudes were significantly lower than non-
Muslims attitudes toward the same ads. Future research should
adopt a more representative sample and test different product categories.
of study within the marketing discipline. Despite its importance and the positive
attention this concept is receiving in the literature, the explanation of customer
experiences remains vague and a thorough theoretical foundation is lacking.
This paper addresses this gap in the literature facilitating a brand-management
understanding of the concept of customer experience and its antecedents and
consequences. The paper examines the impact of customer experience on brand
loyalty via a comprehensive review of existing literature on the concept of customer
experience and service brand literature. In addition, twelve propositions describe
and explain the antecedents of customer experience and impacts upon brand
loyalty within a service-centred marketing logic. This paper contributes a novel
customer-brand experience perspective and conceptual tools relevant for further
theory development and for effectively managing customer-brand relationships
evolving area of study within the marketing discipline. Despite its
importance, the customer experience concept remains vague and
lacks a thorough theoretical foundation. This study addresses this
gap in the literature and examines the antecedents and consequences
of customer experience from customer perspectives. The
study provides a conceptual framework building from a qualitative
study and the existing literature. This article includes a formal test
of the framework using a large-scale survey to examine the experience
of British customers with resort hotel brands. The results show
that price perception, core services, and word of mouth have a direct
impact on how customers interpret their experiences with resort
hotel brands; perceived service quality plays a mediatory role in the
relationship between servicescape, core service, and customer experience.
Measuring the validation strength of customer experience
upon brand loyalty by best fit in combination with cross-sample
predictive validity models is a valuable contribution of this study.
research to capture the true meaning of the concept is limited. Therefore, this study aims to address the
question of what are the underlying dimensions that constitute the construct of customer experience.
Design/methodology/approach – The netnography method is utilized to validate a priori concepts
that have been identified in the literature within the tourist industry in Egypt.
Findings – The results identified eight dimensions; comfort, educational, hedonic, novelty,
recognition, relational, safety and beauty, which are consistent with major studies on experience.
Research limitations/implications – The focus of the study was on customer reviews that
were written in English and posted online. Therefore, care should be taken when interpreting these
findings.
Practical implications – This study attempted to gain a meaningful degree of understanding of
customer experience construct. The results suggest a number of implications for service, marketing
and brand managers. The knowledge of customer experience and the challenge of creating great
customer experience are of utmost importance. Many marketers acknowledge the importance of
customer experience, but they have very little knowledge of what the components are of customer
experience.
Originality/value – Netnography has not been widely used as a marketing research technique.
Keywords Customer experience, Experiential brands, Tourism industry, Netnography,
Tourism management, Egypt
Paper type Research paper
managers tend to create more lovable brands, e.g. McDonald’s “I’m lovin it”. However, the importance
of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand
personality and brand image on brand love has not been investigated in any empirical research. This
paper aims to address this gap by developing a causal model incorporating brand love, brand
personality, brand image and word of mouth (WOM) to investigate the relationships among them.
Design/methodology/approach – Data were collected using a survey method and usable
questionnaires were completed by 250 undergraduate students. Path analysis was used to test the
hypotheses using AMOS 16.0.
Findings – Results revealed that only brand image is considered as a determinant of brand love that
affects WOM along with brand personality.
Practical implications – Results provide detailed implications and a platform on which future
research can be built.
Originality/value – The extant love research seems to be solely in the US context. To the best of the
author’s knowledge, this is the first study to investigate the concept of brand love outside the USA.
Keywords Brand love, Brand image, Brand personality, Word of mouth, Fashion brands,
Brand identity
Paper type Research paper
and perceived risk can affect technology brand adoption. The impact of innovation attributes, social
influence, and perceived risk on iPhone adoption has been tested through series of tests (i.e., reliability,
exploratory factor analysis, confirmatory factor analysis, correlations, multiple regression analysis,
and moderation effect of gender). The sample consists of 134 Malaysian students. Results revealed
the importance of relative advantage, trialability, and social influence as key constructs in adoption
intention. The study also showed that gender of the consumer has no moderating effect on the adoption
intention. Practical guidelines are provided to marketing managers on how to use those factors to
increase the adoption of new brands among customers.