The Role of Brand and Fan Personalities in Building Fan-Brand Relationships

Mosaad, M.; AbouAish, Ehab; Elsharnouby, Mohamed H.

doi:10.4018/ijcrmm.289212

Cited by 7 publications

(9 citation statements)

References 48 publications

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“…The brand values and the consumer's actual self-concept resemblance verify and validate the consumer's self-concept, thereby leading to emotional attachment toward the brand (Nyffenegger et al 2015). This reasoning is built on the notion that, when the consumer associates specific personality characteristics to a brand, it allows him/her to express a particular concept of him-/herself, thereby attaining symbolic benefits in terms of value enhancement (Achouri and Bouslama 2010;Mosaad, et al 2022). This association leads to an enduring consumer-brand bond and may result in a deep and effective consumer-brand association akin to the interpersonal association (Fournier 1998).…”

Section: Value Congruence and Consumer-brand Relationship Qualitymentioning

confidence: 92%

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Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance

Elsharnouby

Jayawardhena

et al. 2023

J Market Anal

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The study explores how consumer-brand value congruence affects the quality of consumer relationships and drives the propensity to leave and consumers' voluntary performance. It also examines how the quality of consumer-brand relationships mediates the relationships between value congruence and both propensity to leave and consumer voluntary performance. The study also examines the moderating role of relationship length and consumer age.Data from an online survey of 371 consumers drawn from contrasting service contexts (restaurants and hospitals) were collected. In both service settings, the results reveal that value congruence is positively related to consumer-brand relationship quality and voluntary performance, and the consumer-brand relationship quality is negatively related to the propensity to leave. Furthermore, while consumer-brand relationship quality influences voluntary performance in the restaurant context, its influence does not exist in the hospital context. Contrary to expectations, the length of a relationship with a brand does not enhance the quality of the relationship; rather, value congruence takes precedence. We emphasize the need for special efforts in fostering congruent perceptions among older consumers to get them engaged in voluntary performance. Since a few marketing scholars have examined the role of value congruence as an antecedent of consumerbrand relationship quality, we advance extant literature in examining the impact of value congruence on consumer-brand relationship quality and its outcomes.

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Section: Value Congruence and Consumer-brand Relationship Qualitymentioning

confidence: 92%

“…Given that we collected data in Egypt, the back-translation technique was followed, we converted the survey instrument from English to Arabic (Brislin, 1980;Mosaad, et al 2022). Minor differences were found between the translated statements and the original ones.…”

Section: Data Collection and Samplingmentioning

confidence: 99%

Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance

Elsharnouby

Jayawardhena

et al. 2023

J Market Anal

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“…To ensure the linguistic equivalence of the questionnaire, a translation process was undertaken following the principles of the back-translation method (Abdo et al. , 2023; Brislin, 1986; Mosaad et al ., 2022). A professional translator with expertise in both English and Arabic languages was engaged to translate the questionnaire, ensuring the accuracy and reliability of the translated version (Brislin, 1986; Naguib and Elsharnouby, 2023).…”

Section: Methodsmentioning

confidence: 99%

Enhancing purchasing stock intention in investor–brands interaction: the moderated mediation role of sector knowledge

Ismail,

Elsharnouby,

Abd Elaal

2023

MSAR

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PurposeThis study seeks to investigate the interrelationships among sector reputation, purchasing stock intention, sector engagement and attitude toward the sector. Moreover, it aims to explore the moderating role of sector knowledge in the indirect relationship between sector reputation and purchasing stock intention, mediated by sector engagement and/or attitude toward the sector.Design/methodology/approachDrawing upon the theory of planned behavior, the research framework is empirically tested. A survey involving 300 potential and actual investors was conducted, representing individuals investing in tourism brands within the Egyptian stock market. The validity and reliability of the constructs were assessed using AMOS, while Hayes’s PROCESS macro was employed to examine the mediation and moderated mediation effects.FindingsThe findings reveal that sector reputation significantly influences sector engagement, attitude toward the sector and purchasing stock intention. Furthermore, the attitude toward the sector serves as an explanatory factor for investors’ propensity to purchase stocks of tourism brands. The study confirms the serial mediation effect of sector engagement and attitude toward the sector, respectively, in the relationship between sector reputation and purchasing stock intention. Additionally, it confirms the moderated mediation role of sector knowledge in the relationship between sector reputation and purchasing stock intention, mediated by attitude toward the sector.Practical implicationsThe research outcomes suggest that executives in the tourism industry should identify key determinants to enhance purchasing stock intention by fostering greater sector engagement and fostering positive attitudes toward the tourism sector.Originality/valueThis study contributes to the existing literature by shedding light on the importance of maintaining a positive brand reputation and emphasizing the influential role of investors’ knowledge, engagement and attitude in shaping investment decisions in the stock market. These insights contribute to the understanding of investor behavior and have practical implications for organizations in managing their brand reputation and fostering positive customer–brand interactions in the stock market context, thus the current study was conducted.

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“…The questionnaire was translated from English into Arabic based on the principles of the back-translation method as the most conservative procedure to confirm such equivalency (e.g. Brislin, 1986; Mosaad et al ., 2022). We employed a professional translator to take part in this process and ensure the reliability of the translated version.…”

Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Fostering green purchasing behavior: the moderated mediation role of customer disidentification

Abdo

Ahmed

Awad

et al. 2022

MSAR

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PurposeThis study aims to identify the determinants of customers' green purchasing behaviors. First, the study examines the relationship between green self-identity (GSI) and green peer influence (GPI) on green purchase behavior (GPB). Second, it examines the relationships between both GSI and GPI, and purchasing behavior mediated by green consumption values (functional value (FV) and social value (SV)). Third, it investigates the moderating effect of customer disidentification (CDI) on the relationships between GSI and both green consumption values. Finally, it investigates the indirect relationships between GSI and purchasing behavior moderated by CDI.Design/methodology/approachA quantitative study is conducted using a survey of 204 Egyptian buyers of organic food products. AMOS and Hayes's PROCESS macro are used to test the hypotheses under investigation.FindingsThe customer's peer influence and GSI are found to have a positive impact on green purchasing behavior. Additionally, the mediating impact of values and the moderating impact of CDI are also confirmed.Practical implicationsThis study helps organic food companies in identifying the determinants of customers' green purchasing behavior. The results of the study will guide the efforts of green marketing professionals in promoting green products in the Egyptian market.Originality/valueSince the notion of green consumption is still in its infancy, there is a need for further exploration on the green consumption concept to better understand customers' predictors of that type of consumption; accordingly, the current research was conducted.

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The Role of Brand and Fan Personalities in Building Fan-Brand Relationships

Cited by 7 publications

References 48 publications

Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance

Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance

Enhancing purchasing stock intention in investor–brands interaction: the moderated mediation role of sector knowledge

Fostering green purchasing behavior: the moderated mediation role of customer disidentification

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