Suchergebnisse

AbstractThe COVID-19 epidemic affected all industries, but the hospitality sector was hardest hit as governments used social distancing to prevent outbreaks. Based on the insights of relationship theory, before social distancing became an essential behaviour spread globally, this study attempts to understand what factors influence love for Airbnb brand, how they are linked together, and how love for Airbnb brand could be beneficial to local business/market. This research focussed on 9 in-depth interviews with Airbnb hosts and 3 focus groups with 13 experts from short-term rentals companies in Prague (22 participants). The outcome of this study provides insights on love towards Airbnb brand, and based on this, it set a start point for deeper, beneficial connectivity between Airbnb users and local community. This research contributes to the expansion of literature about love towards Airbnb brand, its dimensions, and its main outcome. This study suggests that brand identity, communication and branding activities, service attractiveness, guest experience, perceived cultural value, satisfaction and reputation are dimensions of love towards Airbnb brand and have as main outcome love towards local community.

Purpose
Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The purpose of this paper is to scrutinize how customer values (functional, social and experimental) enhance satisfaction, loyalty and identification, and how such relationships, in turn, impact users' continuance interaction intention.


Design/methodology/approach
A mixed-method approach was designed to identify the consumers' perception toward high-end retailers of worldwide brands. In all, 12 interviews with experts in retailing and a survey among 390 respondents were conducted. Structural equation modeling/AMOS was employed to gain insight into the various relationships and influences.


Findings
To augment users' continuance interaction intention, the results indicate that retail managers should focus more on customer-based values when they design marketing strategies for brand pages on social media. The findings also provide guidelines for retail marketing and social media managers to generate consumer value in the retail environment via information quality, product-related learning and economic benefits (functional value); interaction, collaboration and social presence (social value); and experiential value (intellectual and effective value).


Originality/value
The paper offers critical managerial contributions by presenting a comprehensive picture of the condition in which a favorable brand social media page could be constructed within a brand to satisfy consumer value and achieve satisfaction, loyalty, identification and continuance interaction intention, all of which are critical objectives for every company. In other words, a clear knowledge of the dimensions of consumer value concepts can assist retail communication managers to improve consumers'/visitors'/shoppers' intention to continue their interaction in a competitive market. The current study is one of the very few emerging research studies to have examined the relationships between consumers'/visitors'/shoppers' functional values, social values and experimental values empirically, and to have further explored the relationships between the research constructs.

AbstractThis research investigates five sensory cues (i.e. visual, auditory, olfactory, tactile, and taste) influencing sensory brand experience leading to brand loyalty through customer satisfaction, brand attachment, and customer lovemarks. It also investigates the role of employee empathy in moderating the effect of sensory brand experience on customer satisfaction, brand attachment, and customer lovemarks. Our investigation followed a mixed-method research design, a predominantly quantitative approach by using questionnaire responses from 512 Chinese consumers, which is supported by 10 in-depth interviews and 4 focus group discussions to gain early insights into the subject area. The results suggest that five sensory cues have a significant impact on sensory brand experience and, in turn, contribute to customer satisfaction, brand attachment, and customer lovemarks. It also suggests that not all dimensions of customer satisfaction and brand attachment predict brand loyalty, and employee empathy negatively moderates the relationship between sensory brand experience and customer lovemarks.

PurposeThe paper aims to investigate how customer satisfaction can be achieved in the context of digital platform services, its influence on electronic word of mouth (eWOM) and how such relationships can be moderated by perceived technological innovativeness (PTI).Design/methodology/approachThe research framework was developed and empirically tested using an online survey and analysed using structural equation modelling (SEM). Data were gathered from 501 Uber customers in London, UK.FindingsThe study recognises and confirms that trust and cost saving enhanced customer satisfaction in Uber mobility services, which has a positive impact on eWOM. There are other findings regarding users who share rides vs those who do not share. Furthermore, it has been found that PTI moderates the relationship between customer satisfaction and eWOM.Originality/valueThe research draws on collaborative consumption literature and contributes to the antecedents of customer satisfaction in digital economy literature: trust, environmental impact, cost saving and utility. The study offers an empirical validation of the role of PTI in enhancing eWOM. The paper breaks new ground for a better understanding of how PTI can moderate the influence of customer satisfaction and eWOM in digital platforms.

PurposeThe purpose of this paper is to examine how entrepreneurs engage in a virtual community of practice (VCoP) to share knowledge. Intensity of engagement is taken as a proxy to measure the strength of knowledge sharing.Design/methodology/approachThe archival data spanning over a three-year period from "Start-up-Nation©" (a VCoP purposefully setup for entrepreneurs) are used for analysis. A set of indices are introduced to measure participants' intensity of engagement in terms of message length, message frequency and reciprocity in the knowledge sharing process. Content analysis is employed to test a sample of "highly engaged", "moderately engaged", "low engaged" and "not engaged" discussion topics as part of the online discourse.FindingsThe authors find that entrepreneurs normally use short (fewer than 100 words) or medium (fewer than 250 words) message size to contribute to the discussions. In addition, the authors find that senior members and discussion moderators play important roles in igniting the "reciprocity" behaviour in stimulating the interest of the community with the topic discussion. The authors also find that highly engaged topics usually lead to further discussion threads.Originality/valueThis is the first study of its kind to explore how entrepreneurs engage in a VCoP to share their knowledge and experiences. The set of measurement indices tested here provide a tool for the owner, designer and moderator of the VCoP to measure the utility of their website in terms of its members' participation. In addition, the set of textual and subjective interventions identified here enables the moderator (administrator) of a VCoP to design effective interventions to facilitate online discourse and augments the knowledge sharing process amongst its community members.

This paper examines the effect of home country characteristics on the internationalization of emerging market multinational enterprises (EMNEs). Drawing on the institution-based view (IBV), we argue that institutional, political, and social characteristics will positively relate to the internationalization of EMNEs. Further, drawing on the knowledge-based view (KBV), we also argue that a firm's knowledge stock (KS) will positively moderate the aforementioned relationship. Our research setting involves the incorporation of primary data collected from Iranian multinational enterprises (MNEs) operating in the food and beverage industry. The results provide support for the hypotheses that home country characteristics positively impact the international growth of EMNEs but this does not lead to their further expansion. Also, supported was the hypothesis that EMNEs' knowledge stock positively moderates the relationship between home country characteristics and their international growth. These findings not only contribute to current knowledge about the drivers of EMNE's internationalization but also stress the idiosyncratic role of home country institutions and the impact of knowledge-specific capabilities on the internationalization of EMNEs, their international growth, and expansion.

Purpose
This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment, identification and attribution (both types). Associative network theory has been used to explain these effects.


Design/methodology/approach
A quantitative survey of 550 respondents was carried out in London and surrounding areas. Structural equation modelling was used to analyse the data.


Findings
The findings suggest that celebrity negative publicity affects brand reputation and corporate reputation. Further, the moderating effects of social media involvement and brand commitment on attitude towards brand and corporation, identification on attitude towards brand, attribution types on attitude towards corporation were not found.


Originality/value
To the best of the authors' knowledge, this is the first paper to examine the effects of celebrity negative publicity on attitudes towards brand, attitude towards corporation, brand reputation and corporation reputation, directly, and through the moderating effects of attribution (both types), identification, commitment and social media. Findings from this study will minimise the gap in the literature on the topic and will help managers and policymakers to understand the effects of celebrity negative publicity in detail.