The impact of brand familiarity, customer brand engagement and self-identification on word-of-mouth

Acharya, Anitha

doi:10.1108/sajbs-07-2019-0126

Cited by 25 publications

(25 citation statements)

References 135 publications

(181 reference statements)

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“…Fourthly, the level of the customer's satisfaction has a positive and significant effect on the customer's recommending behaviour of the financial institution. This result is similar to those of Perez and Rodriguez del Bosque (2015) and Acharya (2020), who underlined the positive influence of the customer's satisfaction on the company's recommending behaviour in the banking sector. Thus, the level of the customer's satisfaction determines his recommending behaviour of the financial institution.…”

Section: Discussionsupporting

confidence: 87%

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The effects of corporate governance on the customer’s recommendations: a study of the banking sector at the time of COVID-19

Ltifi

Hichri

2021

JKM

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Purpose This study aims to adopt a mixed-methods approach (accounting and business data) to analyse the effects of the financial institution’s governance on both the knowledge of social responsibility and the consumer’s attitudes and behaviours, and testing the moderating role of the brand identification in the banking sector during the COVID-19 pandemic. However, this concept has been neglected in previous studies. Design/methodology/approach Data were collected from a sample of 600 respondents in two major Tunisian cities. Participants were selected on the basis of a convenience sampling in which the structural equation modelling method was adopted through SMART PLS 3.0 software. Findings The results showed that good corporate governance has a positive influence on the knowledge of the company's social responsibility, which positively influences its brand image. Therefore, the company's brand image positively influences the customer’s satisfaction, which positively influences the recommending behaviour of the financial institutions in the COVID-19 era. However, the brand identification has no moderating effect. Practical implications Managers of financial institutions are advised to pay particular attention to good corporate governance, as it is mandatory for these companies to assume social responsibility and make it known to clients. Therefore, it is obvious to create a good image in the mind of the consumers to satisfy them to recommend the company in question. It is interesting to mobilise the period of health crisis (COVID-19) to create a favourable attitude among the customers because they are sensitive when evaluating and ranking financial institutions according to the relationships that exist especially during this period. Originality/value In fact, there are many studies that dealt with the banking sector. Some of them dealt with the sector through the institutional accounting section while others dealt with the sector through the commercial and marketing section. Therefore, the first contribution of this research is to test a mixed model made up of accounting and commercial data. This model is among the first to determine the effects of the financial institution's governance on the knowledge of social responsibility and on the consumer’s attitude and behaviour to test the moderating role of brand identification in the banking sector. The second contribution is to test this model in a period of health crisis (COVID-19). The third contribution is the use of a mixed sample of data collected from two regions. Then, the fourth contribution is the addition of tests for the verification, robustness and validation of the results obtained. Finally, the fifth contribution is the addition of control variables to test their effects on the research model.

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Section: Discussionsupporting

confidence: 87%

“…Indeed, the word-of-mouth positively influences the customers' purchasing intentions and strongly contributes to create a favourable image of the company and its brand (Ltifi and Najjar, 2015). So, the consumer's behaviour intention is significantly influenced by a positive word-of-mouth (Acharya, 2020).…”

Section: Introductionmentioning

confidence: 99%

The effects of corporate governance on the customer’s recommendations: a study of the banking sector at the time of COVID-19

Ltifi

Hichri

2021

JKM

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“…In this study, the variable of Word of Mouth was measured using three question items indicator by adopting from the previous study. The statement items used to measure Word Of Mouth, namely: I say positive things about this e-commerce to friends, I recommend this e-commerce to friends, I am very likely to share information about this e-commerce (Acharya, 2020).…”

Section: Methodsmentioning

confidence: 99%

The Role Of Word Of Mouth’s Value Co-Creation On The Achievement Of Sustainability

Buana

2021

ganaya

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Consumers who buy their products through e-commerce are beginning to pay attention to a company's corporate social responsibility (CSR) status. Due to technological advancements, information became more transparent. Based on this phenomenon, research is required to determine the extent to which word-of-mouth consumers collaborate to increase value in order to achieve sustainability. In this study, the achievements are examined from the perspective of co-creation on the word of mouth aspect, with dimensions of three main factors, namely, social, economic, and environmental. The hypothesis of this study was tested using structural equation modeling (SEM), which includes an assessment of the segments of the related pathways. A total of 297 Indonesians who have completed at least 20 transactions in e-commerce, expressed concern about three important aspects of sustainability: people, profit, and the planet. This finding demonstrates the importance of co-creation of word-of-mouth value in achieving sustainability. Further research into the moderating effects of more detailed aspects of the supporting ecosystem could be conducted in the future.

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“…Recent studies on CBE have explored the role of CBE in enhancing word-of-mouth intention (Mohanty & Dey, 2020;Acharya, 2020). It has been argued that customer's affective engagement drives emotional attachment with the brand, and it has a higher probability of resulting in positive word-of-mouth in online platforms (Jung & Seock, 2017).…”

Section: Cbe and E-word Of Mouthmentioning

confidence: 99%

Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth

Radhakrishna

Mohanty

Acharya

et al. 2021

AJIS

Self Cite

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Based on the theory of co-creation and resource-based theory, this study examines the differential impact of varying levels of customer participation in service recovery (firm, customer, and joint) on recovery satisfaction, customer-brand engagement (CBE), and electronic-word of mouth (e-WoM). Besides, using social exchange theory, this study examines the mediating role of consumers’ recovery satisfaction in the relationship between the types of service recovery and electronic word of mouth (e-WoM). The data to accomplish the research objectives was collected from 495 customers of interactive food delivery apps in India. The experimental design was used to collect the data. The multivariate analysis of variance (MANOVA) and PROCESS macro techniques were used to test the hypotheses. The findings suggest that joint recovery results in better recovery evaluations such as CBE, recovery satisfaction, and e-WoM. Also, recovery satisfaction mediated the relationship between CBE and e-WoM. These findings provide empirical evidence for the linkages among the theory of co-creation, resource-based theory, and social exchange theory. The marketers of interactive food delivery apps may use these findings to ascertain which recovery type they should emphasize to improve recovery satisfaction. Moreover, they are encouraged to take steps for improving recovery satisfaction as CBE affects e-WoM through recovery satisfaction.

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The impact of brand familiarity, customer brand engagement and self-identification on word-of-mouth

Cited by 25 publications

References 135 publications

The effects of corporate governance on the customer’s recommendations: a study of the banking sector at the time of COVID-19

The effects of corporate governance on the customer’s recommendations: a study of the banking sector at the time of COVID-19

The Role Of Word Of Mouth’s Value Co-Creation On The Achievement Of Sustainability

Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth

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