Perceived retailer innovativeness and brand equity: mediation of consumer engagement

Omar, Nor Asiah; Kassim, Ahmad Sabri; Alam, Syed Shah; Zainol, Zuraidah

doi:10.1080/02642069.2018.1548614

Cited by 32 publications

(30 citation statements)

References 111 publications

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“…Moving forward from generic business innovativeness and considering the unique characteristics of restaurant businesses, Kim et al (2018) conceptualized and developed the perceived restaurant innovativeness. Customer perceptions of restaurant innovativeness can increase value cocreation (Kim et al , 2019; Yen et al , 2020), enhance consumer loyalty (Kim et al , 2021) and business brand equity (Omar et al , 2021). Furthermore, it is the antecedent of a creative food tourism experience (Gómez-Rico et al , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Generation Z domestic food tourists’ experienced restaurant innovativeness toward destination cognitive food image and revisit intention

Ding

Cai-fen

2022

IJCHM

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Purpose This study aims to investigate the impacts of Generation Z (Gen Z) domestic food tourists’ perceived restaurant innovativeness on destination cognitive food image and examine the impacts of destination cognitive food image on destination brand image and tourists’ revisit intention. Design/methodology/approach Data were collected through an online survey, and 337 Gen Z domestic food tourists in Guangzhou participated. Partial least squares structural equation modeling was used for the data analysis. Findings This study found that tourists’ perceptions of restaurant menu, technology-based service and experiential innovativeness played essential roles in enhancing destination cognitive food image. In addition, the destination cognitive food image strengthened the destination brand image and increased tourists’ revisit intentions for the future. Practical implications The destination cognitive food image perceived by Gen Z domestic food tourists is affected by the restaurant menu, technology-based service and experiential innovativeness. To build a solid destination food image, restaurant operators and decision-makers should prioritize the allocation of resources to develop their innovation capacity. This study also suggests a path of food tourism destination branding from stakeholders’ perspectives and encourages collaboration with stakeholders. Enhanced food tourism destination competitiveness toward the young tourists’ market will generate an overall win for stakeholders Originality/value Food providers’ innovativeness, an important factor attracting young tourists’ attention, has been neglected in the discussion of the food tourism experience. This study fills the research gap, investigates the importance of restaurant innovativeness in building food tourism destination competitiveness and provides valuable suggestions to destination restaurant operators and decision-makers.

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Section: Literature Reviewmentioning

confidence: 99%

Generation Z domestic food tourists’ experienced restaurant innovativeness toward destination cognitive food image and revisit intention

Ding

Cai-fen

2022

IJCHM

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“…The outcomes of this article also confirmed that proactiveness and innovativeness had significant positive impact on a brand equity. Further evidence was noticed in prior researches which suggested that proactiveness (Alarape, 2013;Kraus et al, 2012) and innovativeness (Cho et al, 2018;Omar et al, 2021) play important roles in influencing brand performance. Entrepreneurial ventures tend to be characterized by limitations of resources and uncertain market conditions.…”

Section: Discussionmentioning

confidence: 85%

“…Cho et al (2018) also found that innovativeness has a significant positive influence on brand equity. Similarly, Omar et al (2021) examined the linkages among innovativeness and brand equity and found significant linkages between them. Consequently, the following hypothesis is proposed: H 5 : Innovativeness has a positive effect on brand equity. …”

Section: Literature Reviewmentioning

confidence: 99%

Exploring the Relationship between Entrepreneurial Marketing Dimensions, Brand Equity and SME Growth

Hanaysha

2022

IIM Kozhikode Society & Management Review

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This study was conducted to test the linkages among the dimensions of entrepreneurial marketing, brand equity and business growth in small and medium enterprises (SMEs). Required data were gathered using the quantitative research approach. Particularly, the primary data were obtained through a structured survey from several owners and managers in SMEs. The obtained data were then analysed through SPSS and Partial-Least Square (PLS-SEM) approach to calculate the validity and reliability of the measurement items and also to verify the association among entrepreneurial marketing dimensions, brand equity and SME growth. The results showed that brand equity has a positive association with SME growth. The outcomes further indicated that customer intensity, value creation, innovativeness, resource leveraging, proactiveness and opportunity focus have positive effects on brand equity. However, the effect of risk taking on brand equity was found insignificant. This article addresses existing research gaps in the literature with regard to the linkages between entrepreneurial marketing dimensions, brand equity and SME growth.

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“…As a result of conducted mediation analyses, consumer engagement has a partial mediation role in some studies (Omar et al, 2018;Toor et al, 2017).…”

Section: Discussionmentioning

confidence: 99%

Sosyal medya pazarlamasının elektronik ağızdan ağza iletişim niyeti üzerindeki etkisinde tüketici bağlılığının aracılık rolü

Demir

YILDIZ

2021

bmij

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Sosyal medya mecralarındaki kullanımın artmasıyla birlikte kişiler birbirleriyle çok daha fazla karşılıklı etkileşimde bulunmaktadırlar. Bu sebeple sosyal medya kullanan bireyler arasında gerçekleşen ağızdan ağıza iletişim faaliyetleri firmaların göz ardı etmemesi gereken bir olgu olarak karşımıza çıkmaktadır. Ancak sosyal medya pazarlaması faaliyetlerinin, ağızdan ağıza iletişimdeki rolüne ait yapılan çalışmalarda tüketici bağlılığının aracılık rolü bugüne kadar yeterli ilgiyi görmemiştir. Bu çalışmada sosyal medyanın e-wom niyeti üzerindeki etkisinde tüketici bağlılığının aracılık rolünün olup olmadığı araştırılmıştır. Çevrimiçi olarak hazırlanmış anket formu sosyal medya ve mobil iletişim uygulamalarını kullanan bireylere gönderilmiştir. 464 kişiden elde edilen kullanılabilir veriler AMOS paket program yardımı ile analiz edilmiştir. Yapısal eşitlik modellemesi kullanılarak yapılan hipotez testleri ile sosyal medya pazarlamasının, tüketici bağlılığı ve e-wom niyeti üzerinde olumlu ve anlamlı bir etkiye sahip olduğu belirlenmiştir. Ayrıca test sonuçlarına bağlı olarak tüketici bağlılığının da elektronik ağızdan ağıza iletişim niyeti üzerinde olumlu ve anlamlı bir etkiye sahip olduğu söylenebilir. Son olarak, bu çalışmada; tüketici bağlılığının, sosyal medya pazarlaması ile e-wom niyeti arasında aracılık etkisine sahip olduğu sonucuna ulaşılmıştır. Bu nedenle gerçekleştirilen bu çalışma sosyal medya pazarlaması literatürüne önemli katkılar sunmaktadır.

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Perceived retailer innovativeness and brand equity: mediation of consumer engagement

Cited by 32 publications

References 111 publications

Generation Z domestic food tourists’ experienced restaurant innovativeness toward destination cognitive food image and revisit intention

Generation Z domestic food tourists’ experienced restaurant innovativeness toward destination cognitive food image and revisit intention

Exploring the Relationship between Entrepreneurial Marketing Dimensions, Brand Equity and SME Growth

Sosyal medya pazarlamasının elektronik ağızdan ağza iletişim niyeti üzerindeki etkisinde tüketici bağlılığının aracılık rolü

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