How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis

Prados‐Peña, María Belén; Barrio‐García, Salvador del

doi:10.1016/j.tmp.2020.100755

Cited by 19 publications

(12 citation statements)

References 129 publications

(212 reference statements)

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“…In addition, a connection between the decision-makers and the policy is built when they tend to accept and occupy the symbolic value from a specific policy. According to the connection theory, the stronger the association between the individuals and the policy, the more likely they are to be satisfied with the symbolic needs met by the policy, and the more conducive this is to an expected behavioral response pattern [ 30 ]. Moreover, symbolic values can easily activate the information storage and memory structure of decision-makers for sustainable lifestyle guiding policies [ 31 ], so as to achieve self-coordination and self-esteem; thereby, positive attitudes and enhanced decision-making behaviors are achieved.…”

Section: Theoretical Analysis and Research Hypothesesmentioning

confidence: 99%

How Symbols and Social Interaction Influence the Experienced Utility of Sustainable Lifestyle Guiding Policies: Evidence from Eastern China

Cheng

Long

2022

IJERPH

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As the key to mitigating climate change, a sustainable lifestyle has become a focus of environment policy. Past studies have largely neglected the symbols of sustainable lifestyle guiding policies and failed to capture its effect on the experienced utility of sustainable lifestyle guiding policies (EUSLGP). To address this drawback, symbolic value was incorporated into a model consisting of social interaction and the EUSLGP. With data collected from 3257 respondents in Eastern China, ordinary least squares were applied to examine hypotheses and two-stage least squares based on the instrumental variable to verify the results. Results show that symbolic value combines self-expression value, relationship consolidation value, group identification value, and status-showing value, and is positively associated with EUSLGP. Social interaction plays a moderating role in the association between symbolic value and EUSLGP. Moreover, significant regional differences are discovered in the identified relationships. Consequently, policy suggestions, covering symbolic value, social interaction, and regional conditions, are proposed to enhance the EUSLGP for other countries and regions.

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Section: Theoretical Analysis and Research Hypothesesmentioning

confidence: 99%

How Symbols and Social Interaction Influence the Experienced Utility of Sustainable Lifestyle Guiding Policies: Evidence from Eastern China

Cheng

Long

2022

IJERPH

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“…In this way, consumers usually refer to brands that generate a more positive image, compared to other brands with less positive image. This, in turn, influences the purchase intention and loyalty to that specific brand, Peña and García [26]. According to the above, Li et al [27] considers that the brand image influences consumers' attitudes towards a brand and therefore their loyalty to it.…”

Section: E-brand Imagementioning

confidence: 99%

Social Networks and E-Loyalty: A New Means of Sports Training during COVID-19 Quarantines

Areiza-Padilla

Galindo-Becerra

Río

2021

JTAER

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Globally, governments implemented several quarantine periods to attempt to slow the spread of the COVID-19 virus. As a result, people were unable to carry out their daily activities in person, and many began to undertake activities online. Gyms and sports schools were among the economic sectors that were required to physically close their operations at the beginning of these quarantines. Thus, many people stopped exercising and turned to social networks as a form of entertainment. The aim of this study was to demonstrate how consumers found a new form of entertainment in the social networks of gyms and sports schools, which allowed them to be entertained and perform physical exercise at home. In this manner, consumers generated an e-loyalty towards the social networks of the gyms that they previously frequented physically. Thus, based on the e-loyalty of their social networks, gyms were able to identify a mechanism that enabled them to approach their consumers and continue offering a variety of products and services online, taking into account the context of COVID-19.

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“…Esto implica que la autenticidad puede ser contemplada como una asociación específica de marca y asumir que cuenta con un efecto positivo en la imagen de marca en general, lo que conlleva que la marca se aprecie como altamente auténtica. No obstante, aunque Bruhn et al (2012) demuestran en su estudio que autenticidad e imagen de marca son variables independientes y divergentes, algunos investigadores han comprobado una relación existente entre autenticidad e imagen de marca, a pesar de que existe un efecto positivo entre ambas, como se demuestra en la literatura (Argi et al, 2021;Beverland, 2006;Frost, 2006;Huang, 2010;Lu et al, 2015a;Lu et al, 2015b;Napoli et al, 2016;Phung et al, 2019;Prados-Peña y Del Barrio-García, 2020).…”

Section: Marco Teóricounclassified

“…Para complementar el estudio, se introdujo el análisis multigrupo, el cual es una técnica avanzada e innovadora en la evaluación del modelo propuesto y que en los estudios precedentes no ha sido aplicada (Argi et al, 2021;Beverland, 2006;Frost, 2006;Huang, 2010;Lu et al, 2015a;L. Lu et al, 2015b;Napoli et al, 2016;Phung et al, 2019;Prados-Peña y Del Barrio-García, 2020). A este respecto, la mayoría de las relaciones del modelo estructural no difieren entre los grupos.…”

Section: Conclusionesunclassified

“…De este modo, las estrategias relacionadas con la creación de una percepción de autenticidad de marca positiva están vinculadas con los estímulos causados por el sector empresarial acerca de la percepción de la imagen de marca; como consecuencia, los consumidores forman una lealtad hacia la marca. Sin embargo, a pesar de que existe una relación inherente entre ambas variables, son limitados los estudios empíricos en los que se ha abordado una relación con efecto positivo entre autenticidad e imagen de marca (Argi, Ehsani, Norouzi, Hossini y Saffari, 2021;Beverland, 2006;Frost, 2006;Huang, 2010;Lu et al, 2015a;Lu et al 2015b;Napoli, Dickinson y Beverland, 2016;Phung, Ly y Nguyen, 2019;Prados-Peña y Del Barrio-García, 2020).…”

Section: Introductionunclassified

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La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México

2021

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La autenticidad de marca se ha convertido en un aspecto relevante para el consumidor, por ello, el propósito del estudio fue determinar su influencia en la imagen y reputación de marca de productos cerveceros. Para alcanzarlo, se aplicó un cuestionario a 200 consumidores en la región Noreste de México. Los datos se analizaron a partir de ecuaciones estructurales y moderación categórica con la técnica de mínimos cuadrados parciales. Los resultados indican que la autenticidad-compromiso-calidad y la autenticidad-sinceridad afectan la imagen de marca y la reputación; en contraste, la autenticidad-herencia no influye en la imagen de marca ni en la reputación. La moderación categórica apunta a que existen diferencias en cuanto al sexo respecto a la autenticidad-herencia y reputación.

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How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis

Cited by 19 publications

References 129 publications

How Symbols and Social Interaction Influence the Experienced Utility of Sustainable Lifestyle Guiding Policies: Evidence from Eastern China

How Symbols and Social Interaction Influence the Experienced Utility of Sustainable Lifestyle Guiding Policies: Evidence from Eastern China

Social Networks and E-Loyalty: A New Means of Sports Training during COVID-19 Quarantines

La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México

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