The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity

Han, Sung H.; Chen, Cheng-Hao; Lee, Timothy Jeonglyeol

doi:10.1016/j.ijhm.2020.102847

Cited by 26 publications

(31 citation statements)

References 77 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Hollebeek et al [49] suggested that customer brand fit consists of three dimensions: cognitive processing, affection, and behavior. Moreover, the object of customer engagement can be products, brands, or activities [51]. Therefore, different types of customer engagement can be distinguished according to the objects of that engagement [52].…”

Section: Consumer Engagement and Consumer Trustmentioning

confidence: 99%

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

2021

Self Cite

View full text Add to dashboard Cite

Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in the tourism field. This research tested celebrities’ expertise, trustworthiness, and attractiveness as the antecedents of consumer trust and engagement in the tourism and hospitality context. Specifically, through the analysis of 406 valid responses collected by online questionnaire, this study makes the following conclusions. First, it provides a new perspective on the influence of celebrity effects by focusing on the live-streaming behavior of CEOs on China’s largest online travel agency (OTA) platform. Secondly, it confirms that the three dimensions of the celebrity effect (expertise, trustworthiness, and attractiveness) positively affect the three dimensions of consumer trust (ability, benevolence, and integrity). At the same time, consumer trust can also predict the three dimensions of consumer engagement (cognitive processing, affection, and activation). In addition, the three dimensions of consumer trust also play a positive mediating role between the relationship of celebrity effects and consumer engagement. That is, the celebrity effects have a positive and indirect influence on consumer engagement. Therefore, by suggesting that celebrity endorsements can create consumer trust and engagement in the OTA platform, this research expands the research framework of celebrity endorsement credibility theory.

show abstract

Section: Consumer Engagement and Consumer Trustmentioning

confidence: 99%

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

2021

Self Cite

View full text Add to dashboard Cite

show abstract

“…Recently, more specific emotional elements, such as brand colors (Jin et al 2019 ) and product sounds (Kato et al 2020 ) have been studied. Alternatively, studies incorporating factor evaluation based on brand image (Unal and Aydın 2013 ), brand reputation (Han et al 2021 ; Selnes 1993 ), brand trust (Chaudhuri and Holbrook 2001 ; Lau and Lee 1999 ), and word of mouth (Eelen et al 2017 ; Liang et al 2018 ; Podoshen 2006 ) are common. Thus, although many loyalty factors have been reported in academic research on marketing, there are few examples of research where brand concept has been explored as a loyalty factor.…”

Section: Literature Reviewmentioning

confidence: 99%

Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features

Kato

2021

J Market Anal

View full text Add to dashboard Cite

Consumers may be attracted to superficial functionality and design, but they may easily switch brands when another company’s product/service with higher functionality and a more fashionable design appears. If consumers remain loyal to a brand, it is because they understand, sympathize with, and value the brand’s concept. However, few studies have focused on brand concept as a factor of loyalty. Therefore, this study verified the influence of the brand concept on repurchase intention. Through multiple regression analysis of Apple MacBook Pro, Dyson Big Ball, Nintendo Switch, Facebook, Starbucks, and Tokyo Disney Resort users in Japan, the first hypothesis—consumers who recall a brand concept are more likely to have repurchase intention than those who recall specific features when asked about brand attractiveness—was supported. Furthermore, Fisher’s exact test supported a second hypothesis—consumers with high loyalty maintain high-level construal, even if they use a brand frequently and recall the concept as the brand’s attractiveness, contrary to construal level theory. By introducing the viewpoint of brand loyalty, the conditions under which construal level theory does not conform were shown. The present study encourages reaffirmation of the importance of brand concept and suggests the concept recall index to effectively use management resources.

show abstract

“…Generally, in a world of increasing brand globalization, it is critical to evaluate the value of a brand against its global competitors (Han et al, 2021). While services companies are striving to enhance their brand equity due to the intangibility dilemma of their market offering, it's difficult for the customers to perceive the promising services (de Chernatony & Segal-Horn, 2001).…”

Section: -Problem Statementmentioning

confidence: 99%

“…Understanding service branding from the customer perspective is helpful for various organizations to attain a competitive edge and build a strong customer base (Ray et al, 2021). Brand equity is considered a vital tool to diagnose the relationship between consumers and brands (Han et al, 2021). Improving brand equity with companies is imperative for organizations to outperform their competitors, but the way along which consumers direct their interests has dramatically changed in the past 15 years (Tran, 2021).…”

Section: -Introductionmentioning

confidence: 99%

“…On the research level, brand equity as a concept has been studied by several researchers and has gained a focal interest in the past three years (Sharique, 2019;Ray et al, 2021;Tran et al, 2021;Han et al, 2021;Wang et al, 2021;Algharabatet al, 2020;Veloutsoua, 2020). Various factors influencing brand equity, such as store image, speed of delivery, advertisements, promotions, consumer perceived value, e-word of mouth and brand image (Taleghani, 2011).…”

Section: -Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Analyzing the Effect of Social Media Use, Perceived Value, Brand Trust and Electronic Word of Mouth on Brand Equity: The Mediating Role of Brand Image: An Applied Study on Egyptian Banking Sector

Ali

2021

مجلة جامعة الإسکندریة للعلوم الإداریة

View full text Add to dashboard Cite

The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity

Cited by 26 publications

References 77 publications

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features

Analyzing the Effect of Social Media Use, Perceived Value, Brand Trust and Electronic Word of Mouth on Brand Equity: The Mediating Role of Brand Image: An Applied Study on Egyptian Banking Sector

Contact Info

Product

Resources

About