Involvement in consumer-generated advertising

Abstract

Purpose The purpose of this paper is to examine consumer involvement with a popular US-based coffee-shop brand consumer-generated advertising (CGA) and its effect on brand loyalty and trust, to test the influence of antecedents: organizational transparency and brand authenticity on CGA involvement, and to analyze differences among customers and non-customers of the brand. Design/methodology/approach Grounded in the service-dominant logic and signaling theory, a scenario-based survey describing a contest to co-create a video commercial, as CGA, for a prominent US-based coffee-shop brand, yielded 492 responses from recent restaurant patrons. Structural equation modeling was used to test the effects of involvement in CGA on loyalty and trust. Multi-group comparison examined the differences between customers and non-customers of the brand. Findings Involvement in CGA had positive effects on loyalty and trust for both brand customers and non-customers. Transparency builds perceptions of brand authenticity; both authenticity and transparency significantly and positively affected trust, but only authenticity influenced loyalty. There was a stronger impact of involvement with CGA on loyalty for non-customers than brand customers. Non-customer perceptions of the brand’s authenticity influenced brand trust more significantly than customer perceptions. Practical implications Coffee-shop brand marketers should leverage online and physical brand exposure to involve both customers and non-customers in company-driven CGA, as a relationship management and marketing tool. Marketers should enhance transparency, which builds perceptions of brand authenticity, leading to greater CGA involvement. Originality/value This study contributes to hospitality research and literature, revealing that non-customers can be converted to brand customers through authenticity and indirect involvement with CGA, leading to long-term relational outcomes. The results identified consumers’ perception of organizational transparency is an antecedent of brand authenticity and established CGA contests as a relational marketing tool for hospitality brands.

Determinants of the Intention of Muzakki to Pay Professional Zakat

“…Reputable companies have the ability to satisfy their customers (Gul, 2014). In addition, service delivery is also influenced by accountability (Aghayi & Ebrahimpour, 2015) and transparency (Busser & Shulga, 2019;Hortamani, Ansari, & Akbari, 2013;Kim & Kim, 2016). Transparency (products, services, management etc) give perceptions of custonmer and further increases loyalty (Busser & Shulga, 2019).…”

“…In addition, service delivery is also influenced by accountability (Aghayi & Ebrahimpour, 2015) and transparency (Busser & Shulga, 2019;Hortamani, Ansari, & Akbari, 2013;Kim & Kim, 2016). Transparency (products, services, management etc) give perceptions of custonmer and further increases loyalty (Busser & Shulga, 2019). Based on this explanation, we added the reputation, accountability and transparency of the amil zakat institution as a factor that influences the compliance of muzakki in paying zakat through amil.…”

How Does Music-Message Congruency in Online Video Advertisements Enhance Consumers’ Behavior Intentions? A Serial Multiple Mediator Model

“…Brand trust can be affected by many factors, such as security, privacy, brand name, word of mouth, experience [26], advertisement/promotion [19], transparency and brand authenticity [27]. Trust can also have many positive effects.…”

Study Abroad in Support of Higher Education Sustainability: An Application of Service Trade Strategies

“…Other than cultural differences, customer involvement, which measures the degree and length of customer participation in a given service, is an important customer evaluation factor that has been considered a crucial criterion for service evaluation by many earlier studies [87][88][89]. In particular, increasing attention has been paid to customer involvement by studies that reveal its direct relationship with customer loyalty [88,89]. Customer involvement affects both the positive and negative feelings of customers toward the criteria, whereas service convergence directly influences the criteria.…”