The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender

Šerić, Maja; Vernuccio, Maria

doi:10.1080/13683500.2019.1637403

Cited by 18 publications

(27 citation statements)

References 81 publications

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“…Survey researches in general do not follow a normal distribution (Chin, Marcolin, & Newsted, 2003). PLS appears to be a suitable technique for analysing the data when there is a need to investigate associations that have not been explored yet are to be investigated and when the studied constructs are comparatively latest or evolving (Šerić & Vernuccio, 2019). This study fulfils these criteria because CBE is a new concept (Algharabat et al, 2020).…”

Section: Resultsmentioning

confidence: 97%

The Mediating Role of Affective Brand Commitment and Customer Engagement in Developing Purchase Intention of Fashion Apparel Brands

Aziz

Ahmed

2021

IJMRES

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The purpose of this study was to investigate the impact of consumer brand identification on customer engagement and affective brand commitment. The research also aims to evaluate the mediating effects of affective commitment and customer engagement in the association between consumer brand identification and purchase intention. Using a convenience sampling approach, 443 participants were chosen among customers of fashion apparel brands in Pakistan through a self-administered online survey. For the estimation of the model, partial least squares (PLS) structural equations modeling (SEM) was used because studied constructs are comparatively latest or evolving. Results reveal that consumer brand identification affects affective commitment and customer engagement. Moreover, customer engagement and affective brand commitment partially mediate the relationships between consumer brand identification and purchase intention. The findings also demonstrate that customer engagement has an impact on purchase intention. Managers should engage customers to increase their willingness to buy fashion apparel brands. The paper only looks at Pakistani fashion clothing brands. Future studies could use a longitudinal approach and compare nations and other industries with diverse cultures

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Section: Resultsmentioning

confidence: 97%

The Mediating Role of Affective Brand Commitment and Customer Engagement in Developing Purchase Intention of Fashion Apparel Brands

Aziz

Ahmed

2021

IJMRES

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“…The inconsistent results were unfortunate, given that synchronising all promotional messages of the destination (through various online platforms) is considered necessary (Šeri c and Vernuccio, 2020). Consistent, integrated promotional messages are required to increase their impact on the recipient (i.e.…”

Section: Discussionmentioning

confidence: 99%

“…The intense competition in the destination marketing field has brought consumers into a situation of communication clutter (Šerić and Vernuccio, 2020), where marketers flood consumers with persuasive promotional messages using the various available channels (Pino et al , 2018). In this situation, marketers need to ensure that promotional messages conveyed through multiple media to the target audience are consistent and well-integrated (Šerić et al , 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Likewise, Batra and Keller (2016) also argued that the messages conveyed can be considered consistent when they communicate the corresponding ideas and do not conflict with each other. Furthermore, this consistency was found to be an important aspect of destination promotion and proved to have a significant influence on destination reputation (Šerić and Vernuccio, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

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The consistency of projected online destination images: comparing the official websites and Instagram accounts of main destinations in Southeast Asia

Syafganti

Ramadanty

Walrave

2022

JPMD

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Purpose In the context of integrated promotion, it is essential to promote destination images consistently across multiple digital channels. This study aims to examine the consistency of online destination images projected through the official tourism websites and the Instagram accounts of five main destinations in Southeast Asia. Design/methodology/approach Previous studies have used correspondence analyses to measure the relationship between categorical variables. In the present study, a Spearman’s rank-order correlation was performed after the correspondence analyses to cross-check the results. Findings Destinations in Southeast Asia tend to project images that are similar to each other. The correspondence analyses and Spearman’s correlation found that only one country in the area projected relatively consistent destination images. By contrast, the other destinations tend to promote inconsistent images through their official websites and Instagram accounts. Originality/value Previous studies have assessed the consistency of projected destination image by comparing communication channels managed by government/public organisations with channels of private sector organisations. This was achieved by comparing printed materials with digital channels. By contrast, this study highlights the importance of assessing a destination’s online projected image consistency across different digital platforms (official tourism websites and official Instagram accounts) within the perspective of integrated promotion.

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“…City reputation is also viewed by most scholars as the core of city marketing [ 25 ]. It is the basis for an assessment of the audience's experience of using urban space and the quality of services, indicating the city's own differentiated competitiveness, and is an important psychological consideration for the audience's final choice of consumption behavior, etc., [ 26 ]. In addition, it has also been noted that the value of a city's image is measured by the level of awareness it evokes in the audience, such as well-being [ 27 ].…”

Section: Literature Review and Research Hypothesismentioning

confidence: 99%

Model of Urban Marketing Strategy Based on Ecological Environment Quality

Sun¹,

Ye²,

Zheng

et al. 2022

Journal of Environmental and Public Health

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Ecological environment quality is increasingly becoming a critical priority in measuring the sustainable development of modern cities. Reflecting on the reality of contemporary urban development, we create a structural equation model with city image and ecological quality as the antecedents of sustainable urban development, reflect on and expand the existing models of sustainable urban development, and further explore the mechanisms of various urban marketing factors on the shaping of city image. The study found that the continuous improvement of city marketing assets contributes to the process of shaping sustainable city branding. City image has a direct and significant positive impact on city recognition, city reputation, and perceived quality. Ecological environment quality also has a direct effect on city recognition and no direct effect on perceived quality or city reputation. However, ecological environment quality can affect city’s reputation by acting on perceived quality through city recognition and then enhance the competitiveness of city sustainable development. The case practice of shaping a city’s image by ecological environment quality illustrates the pragmatic return of humanism in contemporary urban development. While the halo effect of city image still exists, a good city reputation becomes another important influence on perceived quality and sustainability. This study facilitates the development of urban sustainable development theory and the extension of urban branding innovation theory, which will promote international dialogue in the field of urban eco-environment in China.

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The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender

Cited by 18 publications

References 81 publications

The Mediating Role of Affective Brand Commitment and Customer Engagement in Developing Purchase Intention of Fashion Apparel Brands

The Mediating Role of Affective Brand Commitment and Customer Engagement in Developing Purchase Intention of Fashion Apparel Brands

The consistency of projected online destination images: comparing the official websites and Instagram accounts of main destinations in Southeast Asia

Model of Urban Marketing Strategy Based on Ecological Environment Quality

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