How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products

Lang, Le Dang; Lim, Weng Marc; Guzmán, Francisco

doi:10.1016/j.jbusres.2021.12.028

Cited by 56 publications

(54 citation statements)

References 83 publications

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“…Nevertheless, the measurements will benefit from a mixedmethods research design due to different contexts (Lang et al, 2021a), in which the qualitative method provides a richer understanding (Creswell, 2002), while the quantitative approach brings rigorous tests of measurements and hypotheses (Srnka and Koeszegi, 2007). So, a deep understanding will come from a mixed-methods approach (Arora and Stoner, 2009;Lang et al, 2022). Therefore, the current study used this approach to refresh the existing constructs' measurements and develop a new measure of SAE intentions and then check hypothesized relationships.…”

Section: Mixed-methods Approachmentioning

confidence: 99%

Sustainable agribusiness entrepreneurship during the Covid-19 crisis: the role of social capital

Lang

Dong

Ferreira

et al. 2022

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PurposeThe crucial action program of United Nations is sustainable development. In the context of lockdown and food supply chain disruptions in many developing countries due to COVID-19, sustainable agribusiness entrepreneurship (SAE) must be investigated to contribute to the global safe-food supply chain resilience. Furthermore, this pandemic might have changed cognitive social capital (i.e. perceived shared norms, civicness and community cohesiveness) and relational social capital (i.e. social trust). Therefore, this study aims to examine their role in forming agribusiness entrepreneurs’ SAE intentions under the lens of sustainable development in the pandemic context.Design/methodology/approachThis study uses a mixed-methods approach with resources for structural equation modeling. A sample of 499 Vietnamese agribusiness entrepreneurs to reconcile scales and test hypothesized relationships.FindingsThe study reconciles the existing constructs’ scales and develops a new scale measuring SAE intention. The findings show that the extended theory of planned behavior (ETPB) model is an ideal theoretical framework for predicting behavioral intentions in sustainability. The study also discovers the role of cognitive social capital and relational social capital in motivating SAE intentions. Also, some managerial implications are suggested for agribusinessmen to survive and succeed during the COVID-19 crisis.Originality/valueTo the best of the authors’ knowledge, this study is considered the first to investigate the role of cognitive social capital and relational social capital in motivating SAE in an emerging market using the ETPB. The findings will help emerging economies, where most farmers are family-business owners or micro-scaled entrepreneurs who have been facing the increasing trend of sustainable production and consumer.

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Section: Mixed-methods Approachmentioning

confidence: 99%

Sustainable agribusiness entrepreneurship during the Covid-19 crisis: the role of social capital

Lang

Dong

Ferreira

et al. 2022

Self Cite

View full text Add to dashboard Cite

show abstract

“…While radical (i.e., groundbreaking ) knowledge contributions are ideal (e.g., establishing eWOM‐giving, which is traditionally treated as a postpurchase behavior, as a prepurchase behavior; Lim et al., 2022a), incremental (i.e., small but meaningful ) knowledge contributions are generally acceptable (e.g., the influence of the promotion mix on the brand equity of low involvement products; Lang et al., 2022). More often than not, editors and reviewers take a keen interest in introductions, where they form initial judgements on whether the article deserves a publication spot in the premier journal.…”

Section: Introductionmentioning

confidence: 99%

The art of writing for premier journals

Lim

2022

Glob Bus Org Exc

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“…Numerous studies on technology adoption have discovered a positive relationship between attitude and consumer satisfaction ( Ingham et al, 2015 ; Liu et al, 2017 ; Suhartanto et al, 2018 ). Food was considered a low-involvement product ( Lang et al, 2022 ; Monroe and Lee, 1999 ). Therefore, customers do not recall the pricing, implying that consumers are making food-price decisions rationally at the given time without much consideration of previous transactions ( Lang et al, 2022 ; Monroe and Lee, 1999 ).…”

Section: Introductionmentioning

confidence: 99%

“…Food was considered a low-involvement product ( Lang et al, 2022 ; Monroe and Lee, 1999 ). Therefore, customers do not recall the pricing, implying that consumers are making food-price decisions rationally at the given time without much consideration of previous transactions ( Lang et al, 2022 ; Monroe and Lee, 1999 ). Consumers differ in their ability to process information and decision-making based upon their extent of involvement with the product ( Zaichkowsky, 1985 ).…”

Section: Introductionmentioning

confidence: 99%