Triggers and Consequences of Awe in Online Brand Community

Zhao, Jianbin; Li, Zheng; Xiong, Guobao

doi:10.1177/21582440221097919

Cited by 4 publications

(3 citation statements)

References 39 publications

(89 reference statements)

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“…By incorporating these details, the study ensured the participants understood the characteristics of Shangzi products and obtained proper and valid samples. We utilized a famous Chinese online survey company, Wjx.cn (Zhao et al, 2022), to recruit Chinese online consumers who had disposable monthly income no more than 5,000 RMB (about 780 USD, relatively low income in China according to the China Statistical Yearbook 2021) and online experience of purchasing Shanzhai products in the previous three months. Our sample consumers came across different demographics and various locations, including urban and suburban areas.…”

Section: Methodology 31 Samples and Data Collectionmentioning

confidence: 99%

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How does frugality influence customer complaints through the mediation of the zone of tolerance? Empirical evidence from Chinese consumers purchasing Shanzhai products

Lin,

Tian,

Wang

et al. 2023

APJML

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PurposeThis study aims to investigate whether frugality increases customer complaints via the mediating role of the zone of tolerance (ZOT) of quality for Shanzhai products. Additionally, the study seeks to explore how customer empathy as a boundary condition affects the relationship between the ZOT of quality and customer complaints.Design/methodology/approachBased on the purchasing data of 241 low-income customers from business-to-consumer (B2C) e-commerce and social platforms in China, hierarchical analysis was conducted in the study. Moreover, “PROCESS SPSS Macro” was used to test the mediation effect of the ZOT of quality and the moderated mediation effect with customer empathy as a moderator.FindingsThe results indicate a positive impact of frugality on customer complaints, which is mediated by the ZOT of quality. Moreover, with an increase in customer empathy, the negative effect of the ZOT of quality on customer complaints increases, and the positive influence of frugality on customer complaints, through the mediation of the ZOT of quality, also becomes stronger.Originality/valueDrawing upon the principle of cognitive consistency, this study not only extends the stream of research on frugality by exploring how frugality influences customer complaints via the mediation of the ZOT of quality but also sheds new light on the research on customer empathy by exploring its moderating role in the relationship between the ZOT of quality and customer complaints.

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Section: Methodology 31 Samples and Data Collectionmentioning

confidence: 99%

“…Our sample consumers came across different demographics and various locations, including urban and suburban areas. The survey company is China's largest survey platform, with more than 1 million daily participants from various career and with different income (Zhao et al ., 2022). Randomly selected potential respondents accessed an online link.…”

Section: Methodsmentioning

confidence: 99%

How does frugality influence customer complaints through the mediation of the zone of tolerance? Empirical evidence from Chinese consumers purchasing Shanzhai products

Lin,

Tian,

Wang

et al. 2023

APJML

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“…This is because customers give their thoughts and reactions to the most recent products (Imtiaz & Nasim, 2022). CBE is also a crucial indicator of business performance (Zhao et al, 2022).…”

Section: Customer Brand Engagementmentioning

confidence: 99%

Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement

Aziz¹,

Ahmed²

2023

JEBV

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Although there has been significant growth in the literature on customer brand engagement, there have been relatively few empirical investigations on its causes and effects. Companies increasingly seek customer engagement with their services and/or products to track their brand performance. The primary purpose of this research was to evaluate the relationship between consumer brand identification and customer brand engagement. This research examines the mediating influence of customer brand engagement on the connection between consumer brand identification and purchase intention. Furthermore, the impact of brand engagement on purchase intention is investigated in this article. The responses of 443 participants were collected using a convenient sampling method. A structural equation modelling (SEM) approach using partial least squares (PLS) was used to conduct the analysis of the data. This investigation's theoretical underpinning is supported by social identity theory. According to the findings of this research, consumer brand identification is the primary driver of customer brand engagement. Customer brand engagement partially mediates the link between consumer brand identification and purchase intention. Additionally, this study reveals that customer brand engagement impacts the purchase intention of fashion clothing businesses. In the context of fashion clothing brands, brand managers should analyse customer brand engagement's role, specifically in generating purchase intention. This study broadens our understanding of customer brand engagement within the context of the fashion apparel industry. This research contributes to the existing body of knowledge by expanding our understanding of the interrelationships between consumer brand identification, customer brand engagement, and purchase intention among consumers of fashion apparel brands in the emerging economy of Pakistan. Moreover, this study is exceptional since it investigates consumer brand identification in a novel context.

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Carry‐over effect of single media exposure and mass‐mediated contact with remote outgroups: From asylum seekers in Europe to an Israeli local outgroup

Lissitsa

Kushnirovich

Steinfeld

2023

J Applied Social Pyschol

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This research investigated the effects of a single exposure to media content of a distinct valence and mass‐mediated contact with a distant minority outgroup on feelings/attitudes toward a local outgroup. Experimental Study 1 was conducted among 314 Israeli Jews. The findings of Study 1 showed the effects of a single exposure to positive and negative media items about asylum seekers in Europe on perceived threats posed by them. In this study we did not find a carry‐over effect of single‐exposure to a media item about asylum seekers in Europe on feelings toward the local outgroup—asylum seekers in Israel. Study 2 was conducted through an online survey among 1039 Israeli Jews. It showed the effect of recurring mass‐mediated contact with asylum seekers in Europe on perceived threats posed by them. Both Study 1 and Study 2 found carry‐over effects of realistic and symbolic threats from asylum seekers in Europe on feelings/attitudes toward asylum seekers in Israel. The findings of Study 2 also showed a carry‐over effect of positive mass‐mediated contact with a distant outgroup on attitudes toward a local outgroup. Based on the findings, we conclude that the positive media framing of distant outgroups may promote tolerance and acceptance of local outgroups.

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Triggers and Consequences of Awe in Online Brand Community

Cited by 4 publications

References 39 publications

How does frugality influence customer complaints through the mediation of the zone of tolerance? Empirical evidence from Chinese consumers purchasing Shanzhai products

How does frugality influence customer complaints through the mediation of the zone of tolerance? Empirical evidence from Chinese consumers purchasing Shanzhai products

Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement

Carry‐over effect of single media exposure and mass‐mediated contact with remote outgroups: From asylum seekers in Europe to an Israeli local outgroup

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