Abstract:The objective of this paper is to explore the necessary and sufficient conditions to obtain high consumer-brand identification (CBI) and high repurchase intentions (Rep). Different from most business research on CBI and Rep that is based on symmetric thinking, this paper uses asymmetric analytics and performs fuzzy set qualitative comparative analysis. The findings show that (1) although it is possible to identify the necessary conditions for very high consumer-brand identification and very high repurchase int… Show more
“…In this context, the consumers' identification with the bank is strongly related with their identification with the bank's corporate brand, therefore much of the literature on corporate brand also applies (e.g., Keller, 2009;Vernuccio, 2014). To enhance CBI, the literature advocates that brands should promote opportunities for socialisation among consumers that can enable positive emotional links between the consumer and the brand (Torres et al, 2017). Thus, as suggested in a Deloitte report (2013b), banks should build a social banking businesses to stay competitive and differentiate themselves.…”
Section: The Banking Industry Social Media and Consumer-brand Identmentioning
confidence: 99%
“…The literature established that brand social benefits lead to CBI (e.g., Stokburger-Sauer et al, 2012;Torres et al, 2017), and SMME can influence the extent to which consumers feel that their interactions with a brand help them connect socially. Furthermore, SMME also enhances customers' perception of the brand's reflection on consumers' inner self (Algharabat, 2017).…”
Section: The Conceptual Model and Hypotheses Developmentmentioning
confidence: 99%
“…Nevertheless, other paths not considered in this study may lead to the same outcome, meaning that it is not a necessary condition. For instance, previous research found suitable paths to obtain CBI without implying the presence of social media marketing activities (e.g., Torres et al, 2017). Therefore, although SMME and eWOM could lead to CBI, due to the recognized importance of social media marketing, they are not assumed to be necessary to achieve CBI.…”
Section: The Conceptual Model and Hypotheses Developmentmentioning
Purpose
This study examines the impact of social media activities on consumers’ willingness to pay a premium price (WTPp) in the banking industry, and investigates the role of consumer-brand identification (CBI) on this relationship. For the first time, the effect of electronic word-of-mouth (eWOM) is considered separately from other social media marketing efforts (SMME).
Design/methodology/approach
Data from a sample of 145 banking customers that follow bank social networks was analysed using structural equation modelling and fuzzy-set qualitative comparative analysis (fsQCA) to test a proposed structural model.
Findings
Findings indicate that the effect of eWOM and SMME on WTPp is fully mediated by CBI. The results uncover a viable path to achieve WTPp in the banking industry, which includes the joint presence of SMME, eWOM and CBI.
Research/limitations implications
The study was conducted on the banking sector of Portugal. It is advocated that further research would investigate the results in other service sectors, across different countries.
Practical implications
Findings highlight the importance of social media marketing in banking. Results reveal opportunities for managers in the banking sector to enhance CBI and ultimately WTPp, through SMME and eWOM.
Originality/value
The study is the first to consider the influence of SMME and eWOM as separate antecedents of WTPp. The findings indicate that the effect of eWOM and SMME on WTPp is fully mediated by CBI. In particular, the results of the fsQCA indicate that the combined presence of SMME, eWOM and CBI, is sufficient to obtain WTPp.
“…In this context, the consumers' identification with the bank is strongly related with their identification with the bank's corporate brand, therefore much of the literature on corporate brand also applies (e.g., Keller, 2009;Vernuccio, 2014). To enhance CBI, the literature advocates that brands should promote opportunities for socialisation among consumers that can enable positive emotional links between the consumer and the brand (Torres et al, 2017). Thus, as suggested in a Deloitte report (2013b), banks should build a social banking businesses to stay competitive and differentiate themselves.…”
Section: The Banking Industry Social Media and Consumer-brand Identmentioning
confidence: 99%
“…The literature established that brand social benefits lead to CBI (e.g., Stokburger-Sauer et al, 2012;Torres et al, 2017), and SMME can influence the extent to which consumers feel that their interactions with a brand help them connect socially. Furthermore, SMME also enhances customers' perception of the brand's reflection on consumers' inner self (Algharabat, 2017).…”
Section: The Conceptual Model and Hypotheses Developmentmentioning
confidence: 99%
“…Nevertheless, other paths not considered in this study may lead to the same outcome, meaning that it is not a necessary condition. For instance, previous research found suitable paths to obtain CBI without implying the presence of social media marketing activities (e.g., Torres et al, 2017). Therefore, although SMME and eWOM could lead to CBI, due to the recognized importance of social media marketing, they are not assumed to be necessary to achieve CBI.…”
Section: The Conceptual Model and Hypotheses Developmentmentioning
Purpose
This study examines the impact of social media activities on consumers’ willingness to pay a premium price (WTPp) in the banking industry, and investigates the role of consumer-brand identification (CBI) on this relationship. For the first time, the effect of electronic word-of-mouth (eWOM) is considered separately from other social media marketing efforts (SMME).
Design/methodology/approach
Data from a sample of 145 banking customers that follow bank social networks was analysed using structural equation modelling and fuzzy-set qualitative comparative analysis (fsQCA) to test a proposed structural model.
Findings
Findings indicate that the effect of eWOM and SMME on WTPp is fully mediated by CBI. The results uncover a viable path to achieve WTPp in the banking industry, which includes the joint presence of SMME, eWOM and CBI.
Research/limitations implications
The study was conducted on the banking sector of Portugal. It is advocated that further research would investigate the results in other service sectors, across different countries.
Practical implications
Findings highlight the importance of social media marketing in banking. Results reveal opportunities for managers in the banking sector to enhance CBI and ultimately WTPp, through SMME and eWOM.
Originality/value
The study is the first to consider the influence of SMME and eWOM as separate antecedents of WTPp. The findings indicate that the effect of eWOM and SMME on WTPp is fully mediated by CBI. In particular, the results of the fsQCA indicate that the combined presence of SMME, eWOM and CBI, is sufficient to obtain WTPp.
“…In the luxury sector, salesperson brand identification is also perceived as a positive characteristic allowing the appropriation of meaning by the consumer (Cervellon & Coudriet 2013). Since salesperson brand identification occurs mainly with brands associated with prestige, uniqueness, social benefits and memorable positive brand experiences generating emotional associations (Stokburger-Sauer, Ratneshwar, & Sen, 2012;Torres, Augusto & Godinho, 2017), the luxury sector is particularly involved in managing salespeople with brand identification. Nowadays, luxury salesperson management is defined according to brand orientation (Merk, 2014) and encourages salesperson brand identification to ensure the proper match between brand and salesperson values.…”
While there is extensive literature on the positive impact of salesperson brand identification, we have little understanding about its negative effects in the luxury context where brand aura can generate deviant behavior. To investigate the negative consequences of salesperson brand identification in the luxury sector, we conducted qualitative studies, including observations and interviews with retail managers, salespeople and consumers. On the one hand and according to managers, salespeople with brand identification present high resistance to change and generate brand distortion. On the other hand, salespeople with brand identification, in particular those with low self-confidence or low brand seniority, develop a selling approach with strong brand centricity but little customer orientation. Regarding consumers, salespeople with brand identification may generate negative perceptions, particularly for those customers with brand and product expertise and those engaging in exclusive brand relationships.
“…The core character of the brand is brand identity [13]. Brand identity defines as the uniqueness and enduring characteristic of the brand [14]. Organization have to manage the brand identity internaly before brand presented externaly to audience [13].…”
Mergers made by IT Telkom and other higher education institutions such as IM Telkom, Telkom Polytechnic and STISI Telkom, have an impact on IT Telkom brand image. IT Telkom together with these institutions created a new brand name of Telkom University. The Brand of Telkom University uses a different brand identity from previous brand identity. The use of this new brand identity affects brand awareness and brand image of the previous brand of IT Telkom. This research is conducted to find out the people’s brand awareness of IT Telkom merger. The numbers of sample are 781 respondents. Data processing was performed using Chi - Square test. The results indicated that awareness of this mergers influences perceptions of competence and brand reputation, awareness of vision, mission, and motto affect all brand identity, and awareness of the logo affects the perception related to the relevance of brand identity as a whole.
Keywords—Merger, University, Awareness, Brand Identity
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