How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy

Iglesias, Oriol; Markovic, Stefan; Criado, Josep Rialp

doi:10.1016/j.jbusres.2018.05.043

Cited by 285 publications

(266 citation statements)

References 142 publications

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“…Several important findings emerge. In line with prior studies, customer satisfaction has a consistently positive effect on customer commitment and loyalty intention [29,88,89,91]. Our results suggest that customer satisfaction represents the central determinant, which suggests different types of impacts on other variables and suggests the assurance of a company's financial success [93] by improving customer commitment and their loyalty [94,95].…”

Section: Discussionsupporting

confidence: 89%

“…For instance, it has been illustrated [87] that, in a restaurant business, customer satisfaction enhances a customer's affective commitment. Similarly, in the banking industry, previous studies have demonstrated that customer satisfaction has an essential influence on customer commitment [88,89]. Likewise, in a study combining four services-retailing, banking, entertainment, and transport [90]-a strong link between a customer's affective commitment and satisfaction was shown.…”

Section: Organizational Satisfaction and Customer Commitment In The Bmentioning

confidence: 83%

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Corporate Social Responsibility: Findings from the Vietnamese Paint Industry

Tran

Nguyen

2020

Sustainability

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In contemporary society, customers tend to spend money on goods and services they trust not only in terms of their quality but also because of their ethical production standards; therefore, thanks to integrating corporate social responsibility (CSR) into business activities, a company can ensure that their business success is in line with high moral principles and social expectations. Considering the paint business in the Vietnamese context, this study aims to investigate the effects of CSR related to the environmental management practices of companies in the paint industry. By analyzing data collected from 269 project managers and the purchasing managers of construction companies located in Ho Chi Minh City, Vietnam, the findings show that CSR programs generally have a positive relationship with perceived reputation, organizational customer satisfaction, and environmental management practices (EMPs). Furthermore, the results also indicate that EMPs have no significant impact on organizational customer satisfaction, and perceived reputation is not associated with either customer satisfaction or commitment in the business-to-business (B2B) context. It is worth noting that the results provide some managerial recommendations for paint companies.

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Section: Discussionsupporting

confidence: 89%

Section: Organizational Satisfaction and Customer Commitment In The Bmentioning

confidence: 83%

Corporate Social Responsibility: Findings from the Vietnamese Paint Industry

Tran

Nguyen

2020

Sustainability

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“…Past studies have focused on various organizational and product-related factors predicting the affective commitment of customers. For instance, Iglesias, Markovic, and Rialp [40] found that customers' brand experience predicts customers' attitudinal responses like satisfaction and affective commitment. Johnson, Sivadas and Garbarino [41] also highlighted that it is the level of customers' experience that influences their affection and level of commitment with that service provider.…”

Section: Hypothesis 2 (H2) Csr Is Positively Related With the Servicmentioning

confidence: 99%

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

et al. 2020

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Researchers and scholars have widely attributed corporate social responsibility (CSR) to enormous outcomes. However, the customer-specific outcomes are either less investigated or lack clarity. By focusing on perceptual, attitudinal and behavioral outcomes of CSR, this study entails that CSR influences customers’ citizenship behavior (behavioral outcome) both directly and indirectly (through service quality and affective commitment—perceptual and attitudinal outcomes). Survey data collected from 669 fast-food restaurant customers were analyzed through the structural equation modeling technique. The results revealed a positive and significant relationship between restaurants’ CSR efforts and customers’ behavioral responses in terms of citizenship behavior. Findings also highlight that CSR does not only have a direct relation but the sequential mediation mechanism also exists. The study extends the existing literature by focusing on the ignored causal link of CSR and customer citizenship behavior (CCB) by considering the service quality and affective commitment as an explanatory mechanism, and provides certain practical implications which could also be useful for managers of the restaurant industry to devise their socially responsible practices.

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“…Improvements in quality, which should also impact upon brand experience and personality, can be achieved through superior raw materials and components, improved product reliability and control quality systems, a higher integration between manufacturing and marketing, and insights about consumers' needs that are reverted into improved product performance. The bank Santander is opening new offices with a novel design, incorporating air conditioning systems, intelligent lighting, as well as visual and auditory systems to improve the experience of their customers (Iglesias et al, ). The choice of colors appears to contribute to the view of Apple as exciting, just like car design appears to help Peugeot and Porsche to be perceived as exciting (Maehle et al, ).…”

Section: Managerial Implicationsmentioning

confidence: 99%

“…As to brand experience, emotions may be evoked through colors (e.g., red in Coca‐Cola) and actions stimulated by brand's slogans (e.g., “Just do it” for Nike; Brakus et al, ). Relatedly, some banks, such as China Merchants and National Australia Bank, have their own fragrances (Iglesias, Markovic, & Rialp, ).…”

Section: Introductionmentioning

confidence: 99%

Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

Coelho

Bairrada

Coelho

2019

Psychology and Marketing

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Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management.

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How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy

Cited by 285 publications

References 142 publications

Corporate Social Responsibility: Findings from the Vietnamese Paint Industry

Corporate Social Responsibility: Findings from the Vietnamese Paint Industry

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

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