Creating Brand Evangelists Through Service Recovery: Evidence from the Restaurant Industry

Rashid, Muhammad Hafiz Abd; Ahmad, Fauziah Sh.; Hasanordin, Rahayu

doi:10.1166/asl.2017.7584

Cited by 5 publications

(4 citation statements)

References 16 publications

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“…The Q-Squared value indicates the predictive relevance of the dependent variables. The predictive relevance of the model is established when Q² is above zero (Abd Rashid et al., 2016).…”

Section: Structural Modelmentioning

confidence: 99%

From “Fairly Good” to “Optimal” Energy Efficiency Practices within the Moroccan Manufacturing Sector: Are Financial Resources Sufficient?

Bensouda

Benali

2023

IJEEP

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Climate change urgency requires a fast transition to a low carbon society which implies broad-scale changes at all levels, hence the need of an energy transition based on enhancing energy efficiency and renewable energy. Energy efficiency is pivotal to combat climate change, it is the most affordable and readily accessible resource, and the most profitable path to sustainability. Manufacturing companies are increasingly adopting energy efficiency practices (EEP) as they become more knowledgeable about the central role energy efficiency plays in their companies’ competitiveness and the planet’s sustainability. However, the severity of climate change requires the adoption of “optimal” EEP rather than “fairly good” ones. Companies’ satisficing behavior occurs when they do not operate as profit-maximisers, but as satisfactory solutions-seekers. This study explores avenues to address companies’ satisficing behavior regarding EEP. Our research model was empirically tested through survey data collected from 193 manufacturing companies in Morocco. Results show that satisficing negatively affects EEP. Financial slack and governments’ incentives have a positive direct effect on EEP without attenuating the negative relationship between satisfying and EEP. Mimetic pressure attenuates the negative relationship between satisfying and EEP. Based on our findings, policy implications are discussed.

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“…The Q-Squared value indicates the predictive relevance of the dependent variables. The predictive relevance of the model is established when Q² is above zero (Abd Rashid et al., 2016).…”

Section: Structural Modelmentioning

confidence: 99%

From “Fairly Good” to “Optimal” Energy Efficiency Practices within the Moroccan Manufacturing Sector: Are Financial Resources Sufficient?

Bensouda

Benali

2023

IJEEP

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“…Continuing strong relationships through community fan pages is the most effective method of brand marketing management [ 41 ]. Firms should create a close connection between the branded entity and consumers and establish customer–brand relationships, which has become more challenging under the current business conditions [ 49 ]. It is rather difficult to have an in-depth understanding of brand evangelist behavior, especially on branded Facebook pages.…”

Section: Introductionmentioning

confidence: 99%

Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Rungruangjit

Chankoson

Charoenpornpanichkul

2023

Behavioral Sciences

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Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages of cosmetic products, and examine different types of millennial followers’ engagement that influence brand evangelism. A quantitative method involving the technique of partial least square structural equation modeling was applied. An online questionnaire was designed to collect data from millennial followers. The results revealed that informational content stimulates active lurkers and passive participants, while entertaining content positively influences only active participants. Social interaction value is influential to active and passive participants. It was found that identification is the motivation factor that drives both active participants and lurkers. Confidence benefits and special treatment benefits were found to be the motivation factor that stimulates all participants. Social benefits substantially influence active participants and lurkers. Interestingly, the followers’ passive participation has a great influence on brand evangelism. This study opposes the notion that active lurkers and passive participants are less important than active participants and supports the literature by revealing the importance of distinguishing between active participants, active lurkers, and passive participants in causing different impacts on brand evangelism.

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“…Brand evangelism can be regarded as a superior stage of word-of-mouth communication among consumers [51], persuade others to engage with and buy the same brand, discourage others from buying other brands [52], and even degrade other brands [53]. It is challenging to gain an in-depth understanding of brand evangelism, which has become increasingly challenging in today's business environment [54].…”

Section: Introductionmentioning

confidence: 99%

Building Stronger Brand Evangelism for Sustainable Marketing through Micro-Influencer-Generated Content on Instagram in the Fashion Industry

Rungruangjit

Charoenpornpanichkul

2022

Sustainability

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Micro-influencers have become powerful sources of information for consumers in the digital age. Marketers have strategically collaborated with micro-influencers as brand endorsers to generate valuable content, which attract the consumers and encourage them to engage with micro-influencers, leading to brand evangelism. This reflects the sustainable consumer‒brand relationships. In Southeast Asia, Instagram stands out as the preferred choice for fashion influencers for sharing product information and boosting consumer engagement. The current study is the first one incorporating literature-based frameworks, consisting of consumer-based digital content marketing, information relevance theory, observational learning theory, consumer‒influencer engagement behavior, and brand evangelism, into a unified framework to deal with the research gaps. The quantitative method was applied through using partial least square structural equation modeling (PLS-SEM). The SmartPLS v. 3.3.9 software application was applied to explore the proposed model. The data were acquired from 499 Thai consumers who have followed and engaged the content with fashion micro-influencers on Instagram. The results revealed that the positive effect of topicality of content is the strongest antecedent that motivates consumer‒influencer engagement, while novelty, understandability, reliability, interestingness, and influencers’ authenticity of content also have a positive influence on consumer‒influencer engagement. Finally, the findings showed that consumer‒influencer engagement have vital effects on brand evangelism.

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Creating Brand Evangelists Through Service Recovery: Evidence from the Restaurant Industry

Cited by 5 publications

References 16 publications

From “Fairly Good” to “Optimal” Energy Efficiency Practices within the Moroccan Manufacturing Sector: Are Financial Resources Sufficient?

From “Fairly Good” to “Optimal” Energy Efficiency Practices within the Moroccan Manufacturing Sector: Are Financial Resources Sufficient?

Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Building Stronger Brand Evangelism for Sustainable Marketing through Micro-Influencer-Generated Content on Instagram in the Fashion Industry

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