What drives car buyers to accept a rejuvenated brand? the mediating effects of value and pricing in a consumer-brand relationship

Hamzah, Muhammad Iskandar; Pontes, Nicolas

doi:10.1080/0965254x.2022.2129749

Cited by 8 publications

(2 citation statements)

References 83 publications

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“…Overly aggressive pricing adjustments can lead to customer dissatisfaction and brand erosion. Therefore, a thoughtful and data-driven approach is crucial to achieve pricing success in Industry 4.0 (Hamzah & Pontes, 2022). Connectivity serves as the linchpin that enables the other 5C principles.…”

Section: Simulationmentioning

confidence: 99%

The Impact of Industry 4.0 on Digital Marketing: Leveraging Emerging Technologies for Business Growth

Muhammad,

Ibrahim Yahaya,

Suleiman

et al. 2023

IJARBSS

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Industry 4.0 is a new era of technology that is transforming the way businesses operate and interact with their customers. The emerging technological landscape, characterized by automation and irreversible job market shifts, poses substantial challenges to labor markets and policymakers tasked with fostering relevant skills and employment opportunities. Drawing on the principles of Industry 4.0, this study investigates its implications for digital marketing and how businesses can harness these technologies to enhance their marketing strategies. Central to this exploration are key Industry 4.0 components, including the Internet of Things (IoT), Artificial Intelligence (AI), and Big Data analytics. By examining their influence on customer-business interactions and the novel avenues they open for digital marketers, this paper sheds light on the evolving marketing landscape.

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Section: Simulationmentioning

confidence: 99%

The Impact of Industry 4.0 on Digital Marketing: Leveraging Emerging Technologies for Business Growth

Muhammad,

Ibrahim Yahaya,

Suleiman

et al. 2023

IJARBSS

View full text Add to dashboard Cite

show abstract

“…The automotive market is characterised by very intense interbrand competition [1]. In a business environment, driven by digitalisation, competition and the transition to green mobility, car dealers try hard to make their customers happy.…”

Section: Introductionmentioning

confidence: 99%

Understanding the Dynamics of Brand Love in the Automobile Industry

Hashem,

Ruiz,

Curras-Perez

2024

JTAER

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Given the increasing competition and the impact of digital media in the automobile industry, dealerships need to understand the antecedents of customer happiness and brand love. The goals of the study are to analyse the combined influence of the cognitive and affective drivers of brand love for high-involvement products and its effects on behavioural intentions, paying special attention to the moderating role of susceptibility to information posted on social media. Using a sample of 317 Jordanian car buyers, a structural model is tested that confirms that the sales consultant’s empathy is a strong predictor of customer happiness during a car purchase and a stronger predictor of his/her trust in the car dealership. Happiness and trust translate into greater brand love, which in turn can generate resistance towards negative information posted on social media; positive electronic word-of-mouth; and willingness to pay more. Happiness fully mediated the relationship between empathy and car brand love. The effect of the impact of the perceived empathy of salespeople on customer happiness was stronger for consumers with low susceptibility to information posted on social media. This work expands the academic knowledge of the direct mediating and moderating effects of brand love.

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"To buy or not to buy" the intention to purchase visual arts in the UAE

Nidal,

Albaity

2024

Journal of Open Innovation: Technology, Market, and Complexity

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What drives car buyers to accept a rejuvenated brand? the mediating effects of value and pricing in a consumer-brand relationship

Cited by 8 publications

References 83 publications

The Impact of Industry 4.0 on Digital Marketing: Leveraging Emerging Technologies for Business Growth

The Impact of Industry 4.0 on Digital Marketing: Leveraging Emerging Technologies for Business Growth

Understanding the Dynamics of Brand Love in the Automobile Industry

"To buy or not to buy" the intention to purchase visual arts in the UAE

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