Purpose Understanding negative customer engagement is important as it is argued that negative information has a stronger impact on a customer’s brand perception and purchase decision than that of positive information. Hence, this paper aims to propose new determinants of negatively valenced customer engagement, including disengaged and negatively engaged behaviours in a service consumption context and explore under what conditions customers display disengaged or negatively engaged behaviours. Design/methodology/approach This study incorporates justice theory, expectancy disconfirmation theory and psychology literature to propose determinants of negative customer engagement behaviours. Findings A conceptual framework is developed that proposes customer perceived justice and negative disconfirmation as determinants of negative customer engagement via the mediator of customer outrage. Moderating variables, include self-esteem, self-efficacy, altruism and vengeance; are also proposed to affect disengaged/negatively engaged behaviours. Originality/value This study is the first to specify the underlying reasons of negative customer engagement by establishing the conceptual linkages between negative disconfirmation, justice and negative customer engagement via the mediating role of customer outrage. Further, customer resources are used to understand disengaged/negatively engaged behaviours. In doing so, this study views negative customer engagement from the perspective of a customer’s internal response to the trigger experience, rather than the experience itself. Thus, this study contributes to literature on customer engagement by developing a conceptual framework that illustrates the underlying cognitive and affective responses that drive negative customer engagement behaviours.
Purpose – The purpose of this paper is to explore the common meaning of vernacular usage of “cool” in terms of the related concepts consumers use to describe the term, using the symbolic interactionist perspective. Design/methodology/approach – Using literature review, we first analyse how cool has evolved from its original meaning to its contemporary form in global consumer culture (GCC). Next, from a content analysis approach, using associative group analysis (Szalay and Deese, 1978) we determine the cultural meaning of cool from a sample of young respondents (n=127) drawn from United Arab Emirates. Then, using another set of respondents (n=98), we assess the statistical reliability of our themes. Findings – Results of our analysis indicate that there is a common set of themes describing the term cool: fashionable, amazing, sophisticated, unique, entertaining, eye-catching and composed. Fashionable theme significantly dominates the meaning of cool. Research limitations/implications – The findings are only limited to GCC and cannot be generalised to others. Practical implications – Even though the meaning of cool is attributed to emotional control and detachment in the literature (Pountain and Robins, 2000), manifestation of coolness in its meaning of fashionable, amazing and eye-catching dominate the concept in GCC. Originality/value – Cool is a heavily used term by marketing practitioners. However, empirical literature uncovering the meaning of cool is still in its infancy in marketing. This research provides a view of what cool means to consumers in a GCC.
Marketing research highlights the importance of actors' relationships as mechanisms for integrating resources. With its roots in sociology, the concept of embeddedness has gained prominence in the literature on organizations, providing in-depth insight into how relational structures regulate resource integration processes and outcomes. However, the concept of an actor's embeddedness is rarely discussed in association with service-dominant (S-D) logic. This limits the extant understanding of factors that influence resource exchange and value cocreation among individual actors in service ecosystems. Against this background, this article links S-D logic with social capital theory to establish and conceptualize embeddedness as a key concept. More specifically, this research identifies and delineates structural, relational, and cultural properties of embeddedness and offers a systematic and complementary theoretical understanding to better explain relational constellations based on actors' resource integration potential. In so doing, this research significantly advances marketing science and particularly the S-D logic school of thought by explicitly clarifying the role of embeddedness and its implications for resource integration. A set of research propositions is presented laying the foundation for future research.
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