PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

PurposeThis paper attempts to investigate the potential effect of mobile banking (m-banking) service quality dimensions (ease of use, usefulness, security/privacy and enjoyment) on customers’ value co-creation intention (CVCCI) in the banking sector.Design/methodology/approachA questionnaire was administered with a sample of 301 respondents from Egypt. Mediation and moderation analyses were performed to explore the role of m-banking service quality, attitude toward using m-banking (ATT-m-banking) and bank trust in shaping CVCCI.FindingsThe empirical evidence confirms the potential role of m-banking service quality dimensions, the ATT-m-banking, and customer trust in developing CVCCI. In addition, the mediation effect of ATT-m-banking in the m-banking service quality dimensions and CVCCI link was demonstrated. Interestingly, trust was not found to have a moderating effect between the ATT-m-banking and CVCCI.Practical implicationsOutcomes of the study will benefit bank managers to allocate resources when developing an m-banking platform, which helps in effectively promoting value co-creation in the banking sector.Originality/valueThis paper is a pioneering study to move the m-banking literature forward beyond the extensively studied m-banking adoption by exploring a longer-term outcome of customer engagement with m-banking, which is CVCCI.

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Purpose – This paper aims to address the gaps in service recovery strategy assessment. An effective service recovery strategy that prevents customer defection after a service failure is a powerful managerial instrument. The literature to date does not present a comprehensive assessment of service recovery strategy. It also lacks a clear picture of the service recovery actions at managers’ disposal in case of failure and the effectiveness of individual strategies on customer outcomes. Design/methodology/approach – Based on service recovery theory, this paper proposes a formative index of service recovery strategy and empirically validates this measure using partial least-squares path modelling with survey data from 437 complainants in the telecommunications industry in Egypt. Findings – The CURE scale (CUstomer REcovery scale) presents evidence of reliability as well as convergent, discriminant and nomological validity. Findings also reveal that problem-solving, speed of response, effort, facilitation and apology are the actions that have an impact on the customer’s satisfaction with service recovery. Practical implications – This new formative index is of potential value in investigating links between strategy and customer evaluations of service by helping managers identify which actions contribute most to changes in the overall service recovery strategy as well as satisfaction with service recovery. Ultimately, the CURE scale facilitates the long-term planning of effective complaint management. Originality/value – This is the first study in the service marketing literature to propose a comprehensive assessment of service recovery strategy and clearly identify the service recovery actions that contribute most to changes in the overall service recovery strategy.

Purpose Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to explore the antecedents (e.g. compatibility, perceived ease of use, performance expectancy and social influence) and consequences (e.g. chatbot usage intention and customer engagement) of chatbot initial trust. Design/methodology/approach A sample of 184 responses was collected in Lebanon using a questionnaire and analyzed using structural equation modeling (SEM) by AMOS 24. Findings The results revealed that except for performance expectancy, all the other three factors (compatibility, perceived ease of use and social influence) significantly boost customers’ initial trust toward chatbots. Further, initial trust in chatbots enhances the intention to use chatbots and encourages customer engagement. Research limitations/implications The study provides insights into some variables influencing initial chatbot trust. Future studies could extend the model by adding other variables (e.g. customer experience and attitude), in addition to exploring the dark side of artificial intelligence chatbots. Practical implications This study suggests key insights for marketing managers on how to build chatbot initial trust, which, in turn, will lead to an increase in customers’ interactions with the brand. Originality/value The current study marks substantial contributions to the artificial intelligence marketing literature by proposing and testing a novel conceptual model that examines for the first time the factors that impact chatbot initial trust and the key outcomes of the latter.

Cyberfeminism is a woman-centered perspective that advocates women’s use of new information and communications technologies for empowerment. This paper explores the role of information technologies, in particular the role of social media, in empowering women entrepreneurship in emerging economies via increased social capital and improved self-efficacy. A conceptual model is offered and propositions are explicated.

Purpose Drawing on social identity theory, the purpose of this paper is to propose and test a conceptual framework of the mechanism of customer response toward corporate social responsibility (CSR) initiatives of Islamic banks. Design/methodology/approach A survey was completed by 203 customers of Islamic banks in Bahrain. Structural equation modeling, was used to test the hypotheses. Findings Islamic ethics fit partially mediates the relationship between CSR initiatives and consumer-bank identification (CBI) which in turn contributes positively to customer advocacy. These findings emphasize the importance of CSR practices compliance with Islamic ethics principles for customers to identify with and advocate Islamic bank. Research limitations/implications Understanding the mechanism of customers’ responses toward CSR initiatives of Islamic banks provides insights into the complexities of Islamic bank customers’ perceptions of CSR initiatives. The successful introduction of a mediating variable, namely, Islamic ethics fit suggests future research opportunities. Originality/value Much of the value of the present work is because of the findings regarding the relationship between CSR and customer responses. The originality of this study lies in being the first research examining the mediating role of Islamic ethics fit to the relationship between CSR initiatives and CBI which in turn enhances Islamic banks’ advocacy.

Purpose This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer e-empowerment mediates the influence of social capital (bonding and bridging) on consumer engagement with the Facebook brand page. Design/methodology/approach Based on an online questionnaire survey, data obtained from 369 Facebook users were analyzed by using structural equation modeling to empirically examine the proposed framework. Findings Results support an influential mediating effect of consumer e-empowerment to the social capital -consumer engagement link. Specifically, the effect of both bridging and bonding social capitals on consumer engagement is partially mediated by consumer e-empowerment. Research limitations/implications The social capital notion is powerful for managers, as it indicates significant results for the firm due to investments in social media brand pages. Such social capital transmutes into consumer engagement via consumer e-empowerment. Therefore, this paper provides a guideline for managers when investing in social media sites. Originality/value This paper fulfills an identified need to study how social capital may affect consumer engagement. The paper is a leading study in investigating the direct and indirect (via consumer e-empowerment) effects of bonding and bridging social capitals on consumer brand engagement.