Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby, Mohamed H.; Mohsen, Jasmine; Saeed, Omnia T.; Mahrous, Abeer A.

doi:10.1108/jrim-05-2020-0107

Cited by 34 publications

(30 citation statements)

References 102 publications

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“…In particular, influencer marketing can help consumers better understand selenium nutrition, increase residents' awareness of health issues, and promote the concept of healthy eating for a healthy lifestyle. Such a KOL campaign with expert knowledge has also been found to be effective in enhancing consumer resistance to negative information regarding healthy food [56]. As our results showed that the knowledge of naturalness and nutritional value facilitates consumer decision-making.…”

Section: Strategic Impactions For Marketers and Policy Makerssupporting

confidence: 52%

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

et al. 2022

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Dietary choices, as the types and amounts of foods that individuals consume, are a major determinant of human health and environmental sustainability. From a marketing perspective, it becomes imperative to identify and understand the factors that motivate consumers to adopt a sustainable diet and purchase healthy food. This research is an attempt to contribute to the literature by revealing the major driving forces leading to healthy food consumption and identifying its underlying mechanism. Based on a survey of the diets and lifestyles of 307 Chinese consumers in several cities of the Jiangxi and Guangdong provinces, our empirical results indicate that consumer health consciousness is a major predictor of the intention to purchase healthy products. Such a relationship is explained by the psychological benefits associated with the consumption experience and the perceived naturalness of the product. Moreover, a high perceived nutritional value will enhance the mediation influences of the psychological benefit and the perceived naturalness on purchase intention while a low perceived nutritional value tends to negate such an impact.

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Section: Strategic Impactions For Marketers and Policy Makerssupporting

confidence: 52%

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

et al. 2022

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“…eWOM can be linked by electronic loyalty programs (eg via apps), and those who use loyalty apps are more vulnerable to accepting deals (Son et al., 2020, p.835) which BO can deploy to retain existing customers, and attract new ones. Furthermore, previous research finds that virtual interactivity is a driver of brand involvement (Elsharnouby et al., 2021). Loyalty programs (Formanek & Tahal, 2017) can be supplemented with alliance programs of other services such as car parking, hotels and restaurants in this case.…”

Section: Discussion: Resonance At the Operamentioning

confidence: 97%

Opera participants’ perceptions of brand resonance

Hall

Menzies

Zutshi

et al. 2021

Int J Consumer Studies

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The Australian performing arts industry, in the decade prior to COVID-19, was operating on a knife's edge with dwindling attendance and reductions in revenue (Fanelli et al., 2019). Reverberations from the pandemic created a crucial tipping point for the ongoing viability of performing arts organizations, including the subject company, Big Opera (Westwood, 2020). Adding to the traditional challenges of appealing to generationally shifting audiences, COVID-19, with its aerosol infectivity, required vocal arts organizations to rethink their production methods and venues as a matter of business survival (Terracini, 2020). This study postulates that organizations such as Big Opera, while aiming to operationally reconfigure after the pandemic, also need marketing innovations to restore and enhance their brand relationships with customers to improve patronage. As such, the objective of this study is to examine traditionally successful brand resonance concepts of loyalty, attachment, community and engagement (Keller, 2001(Keller, , 2020 specifically for rebuilding and sustaining attendance at the opera in the post-crisis period. The paper responds to the calls by Kemp (2015, p. 186) to undertake research to, "examine arts engagement from a … situational perspective".Operatic events are the pinnacle of the performing arts industry, both artistically and financially. Fanelli et al. (2019, p. 78) stated that, "opera is one of the most fascinating forms of performing arts which gives expression to human passions and emotions at the crossroads between music and theatre". Further extending these sentiments, Edelman et al. (2016, p. 25) mentioned that "opera is one of the most aesthetically complex of art forms, often portrayed in the popular media as cultivating an "élite" audience with high cultural capital and

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“…Virtual Communities are groups of people or business partners who interact based on a common interest. Such interactions are at least partly supported and/or mediated by technology and guided by certain protocols and norms (Elsharnouby et al, 2021). Virtual Communities are formed on the basis of a common interest in a product category (cars and cameras), hobbies (rock climbing, music, and chess), or life situations (pension, illness, and pregnancy) (Amoncar, 2020).…”

Section: Virtual Communitiesmentioning

confidence: 99%

“…Toyota in Makassar City, and its relation tovirtual communitiesas a group that is considered to be related to consumers' purchasing decisions indirectly in choosing or meeting their needs for Toyota products. Many studies directly link Virtual Communities with brand equity and brand equity on purchasing decisions (Elsharnouby et al, 2021;Hollebeek et al, 2017;Ko et al, 2018). What is renewed in this research is to see the indirect relationship of the influence of Virtual Communities on purchasing decisions where there is brand equity as a mediating.…”

Section: Introductionmentioning

confidence: 98%

“…Many people or consumers explore the benefits of the internet as a medium to get reliable information. The interest of consumers today is to spend a lot of their time surfing in cyberspace, which is a new segment in finding information (Amoncar, 2020;Elsharnouby et al, 2021;Ko et al, 2018). Advances in the role of technology have had many impacts on the world of marketing, especially in shaping consumer behavior.…”

Section: Introductionmentioning

confidence: 99%

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The Role of Virtual Communities on Consumer Purchase Decisions with Brand Equity as Mediating Variable

Rukaiyah

2022

GRMAPB

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This study aims to analyze the relationship between virtual communities variabel on consumer purchase decision with brand equity as mediating vaiable. The sample in this study was selected with the 100 respondent with Snowball sampling and data colletion with survey. This study uses the PLS method. Next is a hypothesis to test whether there is a relationship between virtual communities, brand equity, and purchasing decisions at PT. Hadji Kalla Toyota Makassar. The analytical tool used in this research is Partial Least Square (PLS). Research using WarpPLS 6.0 program. The result of this study state Virtual communities are established to significantly affect purchasing decisions; Virtual communities are proven to have a significant positive effect on brand equity; The Virtual Communities variable shows a solid and dominant influence on brand equity compared to other variables; This study has provided findings on the effect of Virtual Communities on purchasing decisions through brand equity. Virtual Communities will have a role in delivering information that can produce word of mouth and become a choice for prospective buyers to see reviews and the advantages of products. That can be a consideration for companies in developing their marketing strategies, especially in building customer loyalty to the brand.

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Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Cited by 34 publications

References 102 publications

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

Opera participants’ perceptions of brand resonance

The Role of Virtual Communities on Consumer Purchase Decisions with Brand Equity as Mediating Variable

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