Lucky names: Superstitious beliefs in Chinese corporate branding strategy for bank marketing

Li, Hung-Hui; Hsieh, Min-Yu; Chang, William Li

doi:10.1016/j.najef.2015.10.011

Cited by 17 publications

(3 citation statements)

References 26 publications

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“…Accordingly, Ang (1997) shows that brand names containing "lucky" elements are perceived more favorably by consumers than those containing "unlucky" signs. Unsurprisingly, Li et al (2016) find than in 68.0% of brand names of Chinese financial institutions can be categorized as lucky. Working on the sub-conscious level and counter to economic rationality, superstitions affect consumers' expectations of product quality, decision-making process and even product satisfaction, especially in high-risk conditions (Block and Kramer, 2009; bothered but not prepared to seek a room change (De Lollis, 2007).…”

Section: Introductionmentioning

confidence: 96%

“…Yet, these industry practices are mainly intuitionbased and lack guidance from systematic academic studies. Specifically, unlike general consumer research, in which the role of irrational beliefs is acknowledged in both product design evaluation and marketing effectiveness (Li et al, 2016;Wang et al, 2015), what drives consumers' superstitious responses in hospitality and tourism remains unknown.…”

Section: Introductionmentioning

confidence: 99%

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Are hotel guests bothered by unlucky floor or room assignments?

Pratt

Kirillova

2019

International Journal of Hospitality Management

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Superstitious beliefs can guide individuals' decision-making and change behavior. Different cultures believe that some numbers are 'lucky' and other numbers are 'unlucky'. This can have significant business implications. There is little academic research into how these numerology superstitions impact the hotel sector. We conduct a quantitative survey among Chinese and Western hotel guests to determine the extent to which these guests are influenced by numerological superstitions in their hotel floor and hotel room numbering. Socio-demographic, psychographic and situational characteristics are used as explanatory variables. The results show that the Chinese were more likely to engage in superstitious behavior when it comes to feeling uncomfortable and seeking a change from an unlucky hotel floor and room number than Western guests. For the Western cohort, internal (demographic and psychographic) determinants of superstitious behavior are more significant, whereas, in the Chinese cohort, both internal and external (situation, or trip-specific) determinants influence superstitious behavior. Block, 2008). Irrational beliefs continue to influence people when they travel. A USA TODAY/Gallup Poll in 2007 found that about one in 11 (9%) Americans would be sufficiently bothered by a hotel assigning them to a room on the 13th floor to seek a change of room with another 4% being

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Section: Introductionmentioning

confidence: 96%

Section: Introductionmentioning

confidence: 99%

Are hotel guests bothered by unlucky floor or room assignments?

Pratt

Kirillova

2019

International Journal of Hospitality Management

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“…wider reach, and have a better capital capacity. Supported by synergies with parent companies (Mandiri, BNI, BRI) and the government's commitment through the Ministry of SOEs, Bank Syariah Indonesia is encouraged to compete at the global level (Gray & Balmer, 1998;Li et al, 2016;Oliver, 1999).…”

Section: Introductionmentioning

confidence: 99%

effect of corporate branding, islamic corporate social responsibility (ICSR), ethics programs, on customer loyalty through corporate reputation and spiritual experience

Lesmana

Ujianto

Halik

2022

irjmis

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This study was structured as an attempt to test several concepts regarding the variables that affect customer loyalty. Significant support was obtained in testing hypothesis 1 up to 10 which strengthen the concept of corporate brand, Islamic corporate social responsibility, corporate reputation, spiritual experience and customer loyalty. The sample is taken as many as 144 respondents using purposive sampling. Data was collected using a survey method through questionnaires filled out by customers. Then the data obtained were analyzed using sem amos version 26. Hypothesis testing in this study resulted in the company's brand having no significant effect on corporate reputation. Icsr has no significant effect on the company's reputation. Ethics program affects corporate reputation. Corporate branding significantly negative effect on spiritual experience. ICSR has no significant effect on spiritual experience. The company's brand has a negative and significant effect on customer loyalty. Icsr affects customer loyalty. Ethics program affects customer loyalty. Corporate reputation has a significant effect on customer loyalty. Keywords: Corporate Branding, ICSR, Ethics Program, Corporate Reputation, Spiritual Experience, Customer Loyalty

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Superstition: An Overview of Key Disciplinary Perspectives

Crossman

2024

Palgrave Studies in Workplace Spirituality and Fulfillment

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Lucky names: Superstitious beliefs in Chinese corporate branding strategy for bank marketing

Cited by 17 publications

References 26 publications

Are hotel guests bothered by unlucky floor or room assignments?

Are hotel guests bothered by unlucky floor or room assignments?

effect of corporate branding, islamic corporate social responsibility (ICSR), ethics programs, on customer loyalty through corporate reputation and spiritual experience

Superstition: An Overview of Key Disciplinary Perspectives

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