Search results

This study aims to investigate the role of destination brand stereotypes in predicting destination brand attachment (DBA).

Using survey data from 612 Indonesian respondents, the conceptual framework is tested by applying structural equation modeling analysis.

The results show that the four components of destination branding contribute to DBA through brand stereotypes.

Based on the stereotype content model, this study explores how two cognitive (i.e. brand awareness and perceived quality) and two affective (i.e. ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increase DBA.

The purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the moderating effects of attachment styles on these relationships.

The study is based on a survey of 432 respondents, and the data are analysed using the structural equation modelling approach.

This study empirically supports that brand attachment and attachment styles (i.e. anxiety attachment and avoidance attachment) are distinct. Brand attachment influences consumers’ not only positive behaviour (i.e. brand loyalty) but also negative behaviours, such as trash-talking, schadenfreude and anti-brand actions. The findings of the study suggest that only avoidance attachment style moderates the relationships between brand attachment and these consumer behaviours. The link between brand attachment and brand loyalty is attenuated for high-attachment-avoidance consumers. In contrast, the links between brand attachment and trash-talking, schadenfreude and anti-brand actions are strengthened.

This study assists marketing managers in understanding that a strong brand attachment may result in negative behaviours that can harm a company’s brand image. Thus, building a strong relationship with consumers will not always be beneficial. Companies should be aware of the consequences of building relationships with consumers who have a high level of attachment anxiety and/or avoidance.

This paper highlights that brand attachment not only influences brand loyalty behaviour but also three negative behaviours: trash-talking, schadenfreude and anti-brand actions. Moreover, the links between brand attachment and negative behaviours are strengthened when consumers have a high level of attachment avoidance.

The purpose of this paper is to investigate the role of ideal self-congruence in instigating two types of negative consumer behaviours – compulsive buying and external trash-talking – and the mediating role of brand attachment on these relationships.

Two studies were designed using a structural equation modelling methodology. Study 1a was based on a mail survey of 280 respondents, whereas Study 1b was based on an electronic survey of 152 respondents. Study 1b was conducted to test the external validity of the research model.

In Study 1a, ideal self-congruence affects emotional brand attachment and in turn emotional brand attachment affects compulsive buying behaviour and external trash-talking. The mediation analysis indicates that emotional brand attachment mediates the relationships. Study 1b offers support to the results of Study 1a.

From a practical point of view, this study is useful for policymakers seeking to regulate and prevent excessive consumerism. For marketers, they should understand that brand attachment leads to compulsive buying and external trash-talking, which may provide immediate benefit for the brand or the firm. However, marketers should understand that these two negative behaviours may harm the firm image and consumers’ well-being in the long run.

Apart from practical implications, firms should consider alleviating compulsive buying, as it is harmful to society. Similarly, excessive external trash-talking may lead to physical aggression. Consumers expect firms to be socially responsible. Thus, firms should start conducting activities that promote responsible shopping and reduce external trash-talking.

The study highlights a dark side of ideal self-congruence and brand attachment. The results suggest that ideal self-congruence with the help of emotional brand attachment predicts compulsive buying behaviour and external trash-talking. This may not only damage brand image but also the consumers’ well-being.

There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty.

This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data.

The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty.

This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage.

The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.

This paper aims to review previous studies on how organizations, particularly small and medium enterprises (SMEs), adopt digital information and technology, especially on the drivers and the outcomes of the adoption itself.

The present study follows a literature review design. Previous studies that examine SMEs’ digital information and technology adoption are taken into account in building the conclusion.

The review reveals that digital information and technology that is used for marketing-related position allows SMEs to be more competitive. In general, there are three main theories that have been used to understand the adoption process (i.e. diffusion of innovation theory, technology-organization-environment framework and institutional theory). These theories should be used in conjunction with each other to better explain the adoption process. Additionally, there are three characteristics (i.e. innovation, firm and environmental) that are related to the risks and barriers of the adoption process.

This theoretical review is among the few that put forward the findings reported in research articles on the digital information and technology adoption process within SMEs. Moreover, this paper summarizes the issues (i.e. drivers, outcomes, risks and barriers) related to the adoption process.

The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined.

This research uses two experiment-based studies, applying a between-group experimental design.

The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium.

This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums.

Mutual benefits can be obtained by both tourism destination marketers and premium marketers.

This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.

旅游目的地促销中的有品牌赠品效应

此研究的目的是检测旅游目的地促销中有品牌的赠品（如：一只免费的新秀丽行李箱）的效应。具体来说, 此研究检测了有品牌的赠品的品牌名称和赠品价格在旅游目的地促销中的作用。

此研究是通过两个以组间实验为基础的实验实现的。

当使用有品牌的赠品时, 此研究发现消费者对此促销的评价是与他们想要去被促销目的地旅游的意图正相关的。当使用有品牌的赠品时, 消费者只对该赠品的品牌名称有正面反应, 而不是该赠品的价格。此正面反应包括对被促销的目的地和促销赠品。

此研究增加了我们对旅游目的地促销和品牌营销方面的学术知识, 尤其是在有品牌的赠品促销方面。

使用有品牌的赠品促销会实现旅游目的地和赠品品牌市场营销共赢的局面。

此研究强调了有品牌的赠品在旅游目的地营销中的重要性。而且展现了有品牌的赠品的品牌名称在此类促销中的重要性。

旅游目的地促销, 赠品促销, 有品牌的赠品, 价格, 口碑

研究论文

La influencia de la marca en la promoción de los destinos turísticos

El objetivo de esta investigación es probar la influencia de las promociones con marca u obsequios de marca conocida (por ejemplo, una maleta gratuita de una marca reconocida) en la promoción de los destinos turísticos. Específicamente, se examinó el impacto de mostrar la marca del regalo y su valor económico en la promoción de un destino turístico.

Esta investigación realiza dos estudios basados en experimentos aplicando un diseño experimental entre grupos.

Cuando una oferta promocional del destino contiene un regalo con marca los consumidores responden más favorablemente a la marca del regalo que a su valor económico.

Esta investigación contribuye al conocimiento sobre la promoción de los destinos turísticos y a la literatura sobre gestión de la marca, específicamente en lo que se refiere a la promoción de ventas y a los regalos con marca.

tanto los especialistas en marketing de destinos turísticos como los expertos en promoción de ventas pueden obtener beneficios mutuos.

Esta investigación destaca la importancia de la marca en los regalos y la influencia de su valor monetario en las ofertas promocionales de los destinos turísticos.

Promoción del destino turístico, Promoción de ventas, Regalo con marca, Valor económico, Boca a boca

Trabajo de investigación

This study aims to extend research in marketing on two important relational constructs, customer satisfaction and brand attachment, by comparing their long-term effects on customer behaviors with different levels of performance difficulty in a relatively understudied domain of durable products.

Using a two-stage quantitative study with US customers from five durable product categories, the authors first explored the hierarchy of customers’ loyalty behaviors based on increasing effort in a pretest study (N = 675). Then, the authors tested the effectiveness of satisfaction and brand attachment for customers’ loyalty behaviors over a nine-month period in a longitudinal study (N = 2,284) with customers from the same product categories.

Compared to satisfaction, brand attachment emerges as a stronger long-term predictor of customer behaviors. The performance difficulty of customer behaviors positively moderates the impact of brand attachment and negatively moderates the impact of customer satisfaction. Brand attachment is particularly effective in predicting difficult-to-perform customer behaviors, which require customers to expend resources such as time and money. Customer satisfaction is mainly effective for predicting easy-to-perform behaviors, but its long-term impact is significantly lower for easy-to-perform behaviors than brand attachment.

The use of consumer durables in the study and samples from only one country restricts the generalizability of the findings.

The complementary roles of customer satisfaction and brand attachment are highlighted. Only satisfying customers is not enough to engage customers in behaviors that require resources such as money, time and energy for the brand.

A comparative study on the long-term effectiveness of two established relational metrics in explaining different customer behaviors varying in their performance difficulty in an understudied domain of durable products.

Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry.

A survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data.

The study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality. Post hoc analysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality.

This study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.

La centralidad de la marca es una relación religiosa entre marca y cliente que se refiere al grado en que una marca está en el centro o corazón de la vida de un consumidor. Aunque su papel en la industria de la moda rápida es destacado, sus impulsores y efectos no se han estudiado exhaustivamente. El presente estudio investiga las relaciones entre tres impulsores psicológicos (la conciencia de la moda, la orientación a las compras crónicas y la autoestima), un impulsor conductual (la frecuencia media de las compras), la centralidad de la marca y la calidad de las relaciones en el sector de la moda rápida.

Se realizó una encuesta a 250 consumidores de moda rápida y se utilizó (PLS-SEM) para analizar los datos.

El estudio muestra que la conciencia de la moda y la orientación a las compras crónicas están positivamente relacionadas con la centralidad de marca, mientras que la autoestima está negativamente relacionada con la centralidad de marca. Los resultados también muestran que la frecuencia de compra modera la relación entre la conciencia de la moda y la centralidad de marca, y entre la orientación de compra crónica y la centralidad de marca. El análisis post-hoc indica que la centralidad de la marca media totalmente la relación entre la orientación a las compras crónicas y la calidad de las relaciones.

Este estudio es uno de los primeros en investigar los impulsores psicológicos y conductuales de la centralidad de marca.

品牌中心性是一种类似于宗教的品牌-客户关系, 指的是一个品牌在消费者生活中处于中心或核心的程度。虽然它在快速时尚行业中的作用很突出, 但它的驱动和影响还没有得到全面的研究。本研究调查了三个心理驱动因素（即时尚意识、长期购物取向和自尊心）、一个行为驱动因素（即平均购物频率）、品牌中心性和快时尚行业的关系质量之间的关系。

对250名快时尚消费者进行了调查, 并使用部分最小二乘法-结构方程模型（PLS-SEM）来分析数据。

研究表明, 时尚意识和长期购物取向与品牌中心性呈正相关, 而自尊心与品牌中心性呈负相关。研究结果还显示, 购物频率分别调节了时尚意识以及长期购物导向对品牌中心性的影响。事后分析表明, 品牌中心性在长期购物取向和关系质量之间具有完全中介作用。

本研究是最早研究品牌中心性的心理和行为驱动因素的研究之一。

This study aims to examine how life events, philosophy and spirituality contribute to the development of gastronomy experiences for competitive advantage.

Drawing on a qualitative case study approach, interviews were conducted with the owner/chef, employees and customers of Moksa – a plant-based restaurant in Bali, Indonesia.

The integration of life events (change in health, relationship journey and residential relocation), life philosophy (healthy lifestyle, sustainability and cuisine for the soul) and spirituality (religious values and spiritual fulfillment of life purpose) can facilitate the creation and management of an improved gastronomy experience.

There are key elements of life that can help in the creation of a unique, memorable and holistic gastronomy experience. Restaurant owners and managers should embed these elements in their strategy.

This research adds to the scant knowledge on life courses and gastronomy experiences in the hospitality sector. It also contributes to enhancing understanding of the psychological factors that lead to better experiences.

This paper aims to explore tourist perceived value and attachment to intelligent voice assistants (IVAs) as antecedents of the quality of the human–IVA relationship in the hospitality domain. This research also examines the moderating role of psychological factors (self-esteem) and knowledge factors (past experience and technology expertise) in the relationships between antecedents and relationship quality.

The researchers conducted two quantitative studies, collecting data via online surveys in Mechanical Turk (n₁ = 124 and n₂ = 281). The proposed model was tested using partial least squares structural equation modeling.

The first study uncovers that tourist perceived value is the main influence on the quality of the relationship between tourists and IVAs. The second study confirms the direct relationships of the first and shows that self-esteem and technology expertise act as moderators.

This study advances the understanding of the tourism and hospitality stakeholders in using modern technologies (e.g. IVAs). Through comprehending the relationship building between individuals and IVAs, the stakeholders will be able to craft better strategies.

The study extends the attachment and social exchange theories to the tourist–IVA relationship context. Specifically, this research demonstrates the impact of tourist perceived value on the quality of the relationship with the IVA. It also points out that tourists’ self-esteem and technology expertise can weaken the tourist–IVA relationship.