Do women customers love to talk about financial brands? An empirical evidence on the mediated service responsiveness and brand sincerity in creating a positive word of mouth

Zaman, Umer; Bolia, Brajesh; Anjam, Mahwish

doi:10.1080/23311975.2021.1945426

Cited by 3 publications

(2 citation statements)

References 142 publications

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“…Thus, the hypothesis (H5) is: brand sincerity would have a positive relationship with customer buying decision of telecoms' products (p = 0.0031 and β=0.52320). This implies that the findings agree with that of (McManus et al, 2021;Zaman & Anjam, 2021;Braunstein & Ross, 2010;Demirel & Erdogmus, 2016). Relatedly, the findings of the study posit that brand sincerity serves as a significant impact on customer decisions in terms of product/brand selection.…”

Section: Discussionsupporting

confidence: 84%

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

Attor

Jibril

Amoah

et al. 2022

Management &Amp; Marketing. Challenges for the Knowledge Society

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With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunication industry. Considering the known link between brand personality and customer purchase intent, this research sought to examine the impact of the brand personality dimension on customer buying decisions in the telecoms sector. A positivist research paradigm was used to attain the study goal(s) with valid data of 414 subscribers (customers) of telecom giants in Ghana. The result from the PLS-SEM technique identified five main attributes of brand personality (ie. sincerity, excitement, competence, sophistication, and ruggedness) as antecedents of customer buying decisions in the research model. Findings revealed that brand sincerity, brand excitement, and brand competence have a significant relationship with customer buying decisions. Whereas brand sophistication and ruggedness were not. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This article not only provides empirical insight into the brand personality literature but also serves as a source of information for managers in the telecom industry to successfully trigger strategic marketing practices that would help to optimize the usefulness of the brand personality concept. Limitations and future research directions are discussed.

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Section: Discussionsupporting

confidence: 84%

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

Attor

Jibril

Amoah

et al. 2022

Management &Amp; Marketing. Challenges for the Knowledge Society

View full text Add to dashboard Cite

show abstract

“…Finally, it strengthens customers’ willingness to refer the bank to other people, including family members and peers (Purwanto et al , 2020). As a result, delight is a stimulant of loyalty and referral intention that is influenced by feelings of surprise in the service delivery process (Pratondo and Zaid, 2021; Zaman et al , 2021).…”

Section: Introductionmentioning

confidence: 99%

A relationship marketing perspective on delight, its antecedents and outcomes in a banking context

Svotwa

Makanyeza²,

Roberts-Lombard³

et al. 2023

EBR

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Purpose This study aims to explore the influence of surprise and delight on the loyalty intentions of retail banking customers in an emerging market context. This study also considers the moderating effect of trust on these relationships. Design/methodology/approach Using convenience and purposive sampling methods, data collection was secured from 350 customers in the retail banking industry who are delighted with their banks. Findings This study found that for delightful experiences to occur, customers need to be surprised and see value in the product/service offered by the retail bank, coupled with the expertise of employees in delivering the service. Research limitations/implications The sample’s demographic profile was mostly skewed towards the younger generation (individuals 20–39 years of ages), meaning the results could be biased towards this group. Practical implications Retail banks need to create delightful experiences, as they are more memorable and leave a permanent mark in customers’ minds. Originality/value Limited studies have explored the relationship between delight, its antecedents and outcomes in a developing African market context, such as Botswana, hence the contribution of this study to literature.

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Cognitive drivers of brand love and store brand loyalty: lessons for retailers in a developing country setting

Alić

Mujkić

2022

The International Review of Retail, Distribution and Consumer R

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Do women customers love to talk about financial brands? An empirical evidence on the mediated service responsiveness and brand sincerity in creating a positive word of mouth

Cited by 3 publications

References 142 publications

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

A relationship marketing perspective on delight, its antecedents and outcomes in a banking context

Cognitive drivers of brand love and store brand loyalty: lessons for retailers in a developing country setting

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