Understanding cosmopolitan consumers’ repeat purchasing in the emarketplace: contribution from a brand orientation theoretical perspective

Osakwe, Christian Nedu; Boateng, Henry; Popa, Simona; Chovancová, Miloslava; Soto‐Acosta, Pedro

doi:10.15240/tul/001/2016-4-011

Cited by 13 publications

(10 citation statements)

References 25 publications

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“…Any serious concerns about CMB have been dealt with and correctly checked and taken care of in this analysis. Therefore, CMB is not a strong concern in our analysis [53]. Besides, in the work of Bagozzi and Yi, [54] the constructs were carefully worded and an assurance was given in the cover page of the questionnaire that respondents' responses will be treated in strict confidence.…”

Section: Test For Common Methods Bias (Cmb)mentioning

confidence: 99%

Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana

et al. 2020

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Online shopping has become increasingly popular in the past two decades. Yet, despite its popularity, the use of online stores on the African continent pales in comparison to other parts of the world. Moreover, in many economic contexts in Africa and including Ghana, there has been very limited research on the subject of online adoption and in particular, the fundamental factors that can influence its initial adoption, especially among young and relatively educated consumers who constitute the largest demographic group there. We, therefore, make a determined effort to fill this growing knowledge gap by exploring some fundamental factors associated to shop online by young and educated consumers. This exploratory research draws on the stimulus-organism-response (SOR) framework and focuses on five variables of interest namely perceived ease of use, government support infrastructure, and economic considerations about pricing, perceived convenience and use intentions of online retail stores. Evidence collected from 294 research participants provides support for our research propositions Finally, our research contributions and future study directions are considered in the concluding part of the paper.

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Section: Test For Common Methods Bias (Cmb)mentioning

confidence: 99%

Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana

et al. 2020

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“…The results show a latent need for diversification of research in different countries, mainly by comparing the causes and effects of the actions of brand orientation strategy in developed and developing economies (Laukkanen et al , 2013). In addition, some studies (Brïdson and Evans, 2004; Huang and Tsai, 2013; Osakwe et al , 2016) demonstrate that good brand orientation work is related to issues such as differentiation and engagement, characteristics that seem to be even more necessary in sectors such as nonprofit, services and online commerce. In this way, future research can explore the brand orientation in these sectors, considering, for example, if nonprofit companies that are more brand-oriented are more trustworthy, and are thus able to raise more donations or attract more volunteers.…”

Section: Research Agendamentioning

confidence: 99%

Brand orientation: a systematic literature review and research agenda

Sepulcri

Mainardes

Marchiori

2020

SJME

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Purpose Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key studies, the keywords used and the origin of the studies. Design/methodology/approach A systematic literature review (SLR) was performed within the Scopus database to select and summarize the studies that deal with brand orientation. Finally, 90 articles were subjected to bibliometric analysis. Findings Five major research areas were identified (brand orientation concept, hybrid strategies, internal branding management, brand performance and perceived brand orientation) and discussed. Research limitations/implications As the main theoretical contribution, the results showed a focus on research in five areas: the development of the brand orientation concept and proposed extensions; hybrid strategies; the relations between brand orientation, internal branding and brand management; the relation between brand orientation and financial performance; and the perceived brand orientation, mostly applied to higher education sector. Originality/value The study offers a general overview of brand orientation, identifying relations on topics of interest, main keywords and sub-themes in this field. The results contribute to fulfilling the research gap about the relationship between all these aspects. Finally, an agenda for future research is proposed.

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“…OPI goes down and online purchasers reduce purchasing because of the online seller's bad behavior toward their purchasers when selling their products (Amaro & Duarte, 2015). Individual OPI push online brand owners to avoid an online crisis for the development of their brand (Osakwe et al, 2016). Given the subsequent lack of knowledge and the scarcity of research on how to best overcome an online crisis, firms may depend on the perceptions from the general crisis management works, which is welldefined as "a reflective model and centers mainly on image renovation, by taking corrective actions, explaining and framing what has happened, who is responsible, and what has been done to address the online brand crises" (Coombs, 2007).…”

Section: Introductionmentioning

confidence: 99%

Impact of Online Crisis Response Strategies on Online Purchase Intention: The Roles of Online Brand Attitude and Brand Perceived Usefulness

Halima

Ghani

et al. 2021

SAGE Open

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The present study has concentrated on online crisis response strategies that stimulate online purchase and the acceptance of online purchase intention (OPI) in the marketplace. However, few studies have examined the online crisis response strategies undertaken to alleviate the online crisis. Therefore, on the basis of the Stimulus Organism Response framework and online crisis response strategies, this study offered and tested a model that inspected the effect of online crisis response strategies on OPI through online brand attitude (OBA). Brand perceived usefulness (BPU) was observed as a borderline condition between OBA and OPI. We recruited 392 working professionals undertaking the Master of Business Administration program at a large public university in China. The results suggest that OBA mediates the association between online crisis response strategies and OPI. Similarly, BPU moderates the association between OBA and OPI. The responses with high BPU maximize the effect of online crisis response strategies on OBA. On the basis of the study outcomes, contributions to theory and practice, limitations, and future guidelines are well discussed.

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Understanding cosmopolitan consumers’ repeat purchasing in the emarketplace: contribution from a brand orientation theoretical perspective

Cited by 13 publications

References 25 publications

Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana

Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana

Brand orientation: a systematic literature review and research agenda

Impact of Online Crisis Response Strategies on Online Purchase Intention: The Roles of Online Brand Attitude and Brand Perceived Usefulness

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