Purpose
The purpose of this paper is to draw upon social information processing theory and its purpose is twofold. First, it aims to examine the relationship among five brand personality traits (responsibility, activity, simplicity, emotionality and aggressiveness) as to brand equity created on social media in the banking industry of Latvia. Second, it aims to unveil the indirect effects of brand personality on brand loyalty, treating brand equity as a mediating variable.
Design/methodology/approach
A questionnaire was designed and a survey method was employed in line with the above-mentioned purposes. Data were collected from 404 customers who followed retail banks on social media. A series of hypotheses were developed and tested using structural equation modeling.
Findings
The results show that aggressiveness, followed by responsibility and activeness, form positive brand equity on social media. In contrast, emotionality and simplicity do not contribute to the brand equity of banks on social media. The results also reveal that brand equity positively impacts brand loyalty and partially mediates brand personality and brand loyalty relationship. The theoretical model is thus validated and can be used in future research.
Research limitations/implications
The current study is cross-sectional and has a limited sample size and representativeness. Nevertheless, the results of the present study bring valuable implications for marketing managers who value the role of social media in creating long-term company–customer relationships.
Originality/value
Over the past 20 years, the literature has been dominated by studies that mainly focus on the definition of brand personality and its traits. Unlike the aforementioned efforts, the current study brings new insight into the subject by focusing on brand personality created on social media and linking it to the actual consumer outcomes and exploring the mediating role of brand equity in the banking industry of Latvia.
The main purpose of this study is to explore the extent to which 11 selected mathematics tutors facilitate the teaching and learning of geometry at the van Hiele Levels 1, 2, 3 and 4 at the college of education level in Ghana. The van Hiele theory of geometric thinking was used to explore the type of teaching strategies employed by the mathematics tutors. The theory served as a guideline from which classroom observation protocol was developed. Results indicated that the tutors exhibit a good conceptual understanding in facilitating the teaching and learning of geometry that is consistent with van Hiele Levels 1 and 2. However, much of the geometry teaching and learning strategies of the mathematics tutors were not structured in a way that support the development of geometric thinking as described in van Hiele Levels 3 and 4. Implications for the involvement of college mathematics tutors in utilizing the van Hiele framework were discussed.
Despite the promising use of debit cards for e‐payment and online transactions, to the best of our knowledge, there has not been any study regarding students’ intentions to use debit card services in Nigeria. This research aims to examine factors that influence university students’ decision to use debit card services in Nigeria. A Unified Theory of Acceptance and Use of Technology (UTAUT) integrated with the trust of bank and online transaction factors are used in the study. Data were purposively selected from 400 students in the Faculty of Business Administration in Nigeria University using a survey questionnaire. The multiple linear regression results reveal that social influence, the trust of online transaction and performance expectancy exert significant influences on students’ behavioural intention to use a debit card. However, the insignificant results obtained for effort expectation and facilitating condition warrant for further investigation. We have confidence that the findings of this study will guide debit card services providers and professionals in the field in improving and promoting debit card services by revealing the students’ priorities regarding debit card services in Africa, particularly in Nigeria.
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