Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation

Rather, Raouf Ahmad; Rasul, Tareq; Khan, Huda; Khan, Imran

doi:10.1016/j.ijhm.2023.103572

Cited by 9 publications

(3 citation statements)

References 106 publications

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“…Particularly, traits such as 'spirited' and 'outdoorsy' emerge as significant mediators, influencing consumers' willingness to pay extra for branded products and their likelihood of visiting the brand store. These findings suggest that brand personality traits play a pivotal role in shaping consumer attitudes and behaviors, serving as intermediaries between promotional offers and consumer responses (Rather et al, 2024;Darke & Chung, 2005).…”

Section: -Discussionmentioning

confidence: 85%

Promotion Hurts Brand Personality and Consumer Responses

Kučinskas

2024

IJBMS

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This study investigates the impact of promotional offers on consumer perceptions of brand personality and their subsequent behavioral intentions. Research employs a between-subjects design with two conditions: exposure to an advertisement with a promotional offer versus no offer. The results reveal that promotional offers significantly affect perceptions of several brand personality traits, notably reducing the perception of traits such as 'spirited', 'outdoorsy', and 'upper class'. Moreover, the study examines how individual differences in consumer price sensitivity and brand affinity moderate these effects, indicating that the impact of promotional offers varies across different consumer segments. Mediation analyses further demonstrate that the perceived changes in brand personality traits due to promotional offers significantly mediate the relationship between advertising conditions and consumer responses, such as willingness to pay a premium and likelihood of visiting the brand's retail outlets. These findings suggest that promotional offers can alter consumer perceptions of brand personality. This study provides essential insights for marketers on how promotional strategies can be optimized to influence consumer attitudes and behaviors effectively, offering a nuanced understanding of the interplay between promotional offers, brand personality perception, and consumer behavior.

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Section: -Discussionmentioning

confidence: 85%

Promotion Hurts Brand Personality and Consumer Responses

Kučinskas

2024

IJBMS

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“…All variables were gauged on a seven-point Likert scale (ranging from 1, indicating "strongly disagree", to 7, indicating "strongly agree"). Following the established literature, a threeitem greenwashing measurement scale was adapted from Singh et al [57], a three-item green skepticism scale was adapted from Kwon and Ahn [58]; Webb and Mohr [59], a three-item purchase intention was adapted from Sadiq et al [1,35], a three-item information quality scale based on Saha et al [60], and a three-item brand reputation scale based on Bang et al [61] were employed. These measurement scales were drawn from reputable sources, ensuring the robustness of the survey instrument.…”

Section: Survey Instrumentmentioning

confidence: 99%

Consumers’ Reaction to Greenwashing in the Saudi Arabian Skincare Market: A Moderated Mediation Approach

Adil,

Parthiban,

Mahmoud

et al. 2024

Sustainability

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Amidst the abundance of skincare options, the process of identifying the most fitting products is a daunting task. This challenge is further intensified when brands frequently lack transparency concerning their environment-friendly characteristics, fostering skepticism among consumers or potential adopters. As a result, to resolve the problem of consumers’ mixed emotions towards skincare brands, it is necessary to understand how greenwashing, green skepticism with two moderators (information quality and brand reputation) shape consumers’ intentions. Drawing on a theoretical conceptual model rooted in the consumer behavior literature, the present investigation tested the hypotheses through cross-sectional survey research. Using convenience sampling, 441 participants were recruited through social media platforms and skincare-related forums. This study establishes the mediating role of green skepticism and the direct impact of greenwashing on consumers’ purchase intentions. Consequently, the statistical significance of the path coefficients provide empirical support for the influence of greenwashing and green skepticism on consumers’ intentions. Our research contributes to the broader discourse on sustainable consumption, offering theoretical advancements and practical implications for the researchers, policymakers, and businesses involved in the Saudi Arabian skincare market.

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“…Relationship quality, the overall assessment of the strength of a relationship, is a concept demonstrating stakeholders’ beliefs about each other’s future performance (Lo, 2020). Relationship quality is usually defined as a multidimensional construct, and most researchers argue that trust, satisfaction and commitment are the three most critical dimensions (Najafi Tavani et al ., 2022; Rather et al ., 2024; Shi et al ., 2022). Trust refers to one’s confidence in the reliability and integrity of its business partner, believing that its interests will be safeguarded by the actions of its business partner (Morgan and Hunt, 1994).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Corporate social responsibility: an enabler of organizational resilience

Zheng,

Lin

2024

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PurposeDrawing on social capital theory, this study aims to explore the effect of corporate social responsibility (CSR) on organizational resilience. The research investigates the mediating role of relationship quality in the association of CSR with organizational resilience, and the moderating role of data-driven culture in the association between CSR and relationship quality.Design/methodology/approachData were collected from Chinese agricultural firms with a sample of 241 senior or middle executives and structural equation modeling was used to test the research model and hypotheses.FindingsThe results indicate that CSR positively affects the relationship quality between agribusinesses and farmers, which in turn positively affects both proactive resilience and reactive resilience. Relationship quality has a partial mediating role in the association of CSR with proactive resilience and reactive resilience. Data-driven culture has a positive moderating effect on the relationship between CSR and relationship quality.Originality/valueBy arguing for CSR toward organizational resilience and analyzing its underlying mechanism, this study enriches the literature on CSR and organizational resilience and expands the existing knowledge on the roles of relationship quality and data-driven culture. This study also provides practical insights into how to improve organizational resilience.

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Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation

Cited by 9 publications

References 106 publications

Promotion Hurts Brand Personality and Consumer Responses

Promotion Hurts Brand Personality and Consumer Responses

Consumers’ Reaction to Greenwashing in the Saudi Arabian Skincare Market: A Moderated Mediation Approach

Corporate social responsibility: an enabler of organizational resilience

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