Impact of Customerization and Customer Engagement on Brand Love with the Mediating role of Brand Performance. Evidence from Hotel Industry of Pakistan.

Abrar, Kashif

doi:10.30537/sijmb.v6i1.266

Cited by 4 publications

(5 citation statements)

References 41 publications

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“…XR technologies adjust the tangible component of the brand's product and service with the intangible components (Abrar, 2018; Zhao et al, 2022; Coie, 2020). The advancement of technology‐facilitated consumer engagement with the brand's intangible product/service in a new perspective to fulfil their cognitive, behavioural, and sensorial needs (Motiveforce, 2022).…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Arya

Sambyal

Sharma

et al. 2023

J of Consumer Behaviour

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Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the role of a “gamification of marketing activities” and its influence on consumer‐based brand equity for intangible products (NFTs) in the Metaverse and examine the mediating role of consumers' brand engagement and brand love. To evaluate the conceptual model based on the cross‐cultural data from two emerging countries in Asia and Africa, the study followed a two‐stage, hybrid mechanism using PLS‐SEM and neural network modeling. This study provides insights into the Metaverse–a new taxonomy of technology, in the context of embodiment, presence of AVATAR, and interactivity in the virtual world, supported by the social exchange theory. This study also suggests practitioners focus on brand authenticity while projecting their brand in the Metaverse.

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Section: Hypothesis Developmentmentioning

confidence: 99%

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Arya

Sambyal

Sharma

et al. 2023

J of Consumer Behaviour

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“…Engagement also acts as a mediating factor between various elements and intentions, as evidenced by previous studies. For example, engagement has been found to mediate the relationship between technology adoption and intention (Saputro and Hidayat, 2020; Abrar, 2018). Similarly, the positive and significant mediating effect of consumer engagement with corporate social responsibility (CSR) activities on consumers’ purchasing intention has been observed (Al-Haddad et al ., 2022).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Enhancing purchasing stock intention in investor–brands interaction: the moderated mediation role of sector knowledge

Ismail,

Elsharnouby,

Abd Elaal

2023

MSAR

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PurposeThis study seeks to investigate the interrelationships among sector reputation, purchasing stock intention, sector engagement and attitude toward the sector. Moreover, it aims to explore the moderating role of sector knowledge in the indirect relationship between sector reputation and purchasing stock intention, mediated by sector engagement and/or attitude toward the sector.Design/methodology/approachDrawing upon the theory of planned behavior, the research framework is empirically tested. A survey involving 300 potential and actual investors was conducted, representing individuals investing in tourism brands within the Egyptian stock market. The validity and reliability of the constructs were assessed using AMOS, while Hayes’s PROCESS macro was employed to examine the mediation and moderated mediation effects.FindingsThe findings reveal that sector reputation significantly influences sector engagement, attitude toward the sector and purchasing stock intention. Furthermore, the attitude toward the sector serves as an explanatory factor for investors’ propensity to purchase stocks of tourism brands. The study confirms the serial mediation effect of sector engagement and attitude toward the sector, respectively, in the relationship between sector reputation and purchasing stock intention. Additionally, it confirms the moderated mediation role of sector knowledge in the relationship between sector reputation and purchasing stock intention, mediated by attitude toward the sector.Practical implicationsThe research outcomes suggest that executives in the tourism industry should identify key determinants to enhance purchasing stock intention by fostering greater sector engagement and fostering positive attitudes toward the tourism sector.Originality/valueThis study contributes to the existing literature by shedding light on the importance of maintaining a positive brand reputation and emphasizing the influential role of investors’ knowledge, engagement and attitude in shaping investment decisions in the stock market. These insights contribute to the understanding of investor behavior and have practical implications for organizations in managing their brand reputation and fostering positive customer–brand interactions in the stock market context, thus the current study was conducted.

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“…Such improved evaluation reduces the purchasing risk and leads to an increased willingness to buy. Accordingly, Abrar [ 1 ] found a positive impact of augmented reality on purchase intention in online shopping. Following this line of argumentation, the present study assumes a positive effect of augmented reality on cross-buying intention.…”

Section: Introductionmentioning

confidence: 99%

Magic mirror on the wall: Cross-buying at the point of sale

Schultz

Gorlas

2023

Electron Commer Res

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Stationary retailers may introduce new technologies, such as augmented reality, to provide product information and recommendations and thus improve shopping experience. Examples of such augmented reality applications are magic mirrors that enable virtual try-on and may induce cross-buying intention. Based on an experimental scenario and the corresponding results from 301 questionnaires, we find that magic mirrors positively impact consumers’ cross-buying intention. Cross-buying behavior depends particularly on price attractiveness and the aesthetic appeal of the products. Further, men place less emphasis on price attractiveness when considering cross-buying options than women. Whereas magic mirrors reduce the relationship between perceived product benefits and cross-buying behavior, the technology increases the positive effect of perceived convenience on consumers’ buying behavior. Magic mirrors, thus, improve convenience but hinder the perception of product benefits – these are better communicated by sales assistants. Magic mirrors may only partly replace sales staff, but retailers can combine both to serve consumers better.

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Impact of Customerization and Customer Engagement on Brand Love with the Mediating role of Brand Performance. Evidence from Hotel Industry of Pakistan.

Cited by 4 publications

References 41 publications

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Enhancing purchasing stock intention in investor–brands interaction: the moderated mediation role of sector knowledge

Magic mirror on the wall: Cross-buying at the point of sale

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