Managing green brand equity: the perspective of perceived risk theory

This paper applies perceived risk theory to explore the relationships among green perceived quality, green brand awareness, green perceived risk, and green brand equity. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. The empirical results show that green perceived quality and green brand awareness would positively affect green brand equity. Furthermore, this study demonstrates that green perceived risk which is negatively influenced by green perceived quality and green brand awareness would negatively affect green brand equity. The positive relationships between green brand equity and its two antecedents—green perceived quality and green brand awareness—are partially mediated by green perceived risk. Hence, investing resources in the increase of green perceived quality and green brand awareness and the decrease of green perceived risk is helpful to enhance green brand equity.     

Does the engaged public's evaluation of networking practices matter? The effects of polarized attitudes and the reputation of networking on individuals' word-of-mouth behaviors

The study examines the influence of individuals' attitudes and the perceived organization's ability to network with its stakeholders on their positive and negative word-of-mouth (WOM) behaviors. The study also examines how these relationships differ between the general and engaged public, taking the organization People for the Ethical Treatment of Animals (PETA) as a case study. The results show that individuals' attitudes toward PETA predict positive and negative WOM behaviors regardless of their previous engagement in PETA. Yet the influence of the perceived reputation of PETA's networking with other stakeholders on positive or negative WOM behaviors displayed different patterns between the general and the engaged public. For the engaged public, the idea that PETA has a good relationship with its members is considered more important than outreach to nonsupporters. In addition, how individuals perceive characteristics of stakeholders or their influence on organizations influences the relationship between the perceived reputation of networking and the engaged public's negative WOM behaviors.     

Agent-based modeling of the word-of-mouth effect on promoting brand-name agricultural products

Developing brand agricultural products (BAPs) has become a strategic choice for consumption upgrading and agricultural modernization in China. As a powerful marketing method, word-of-mouth (WOM) is rarely applied to BAPs. Based on the particularity of the agricultural environment and products in China, this paper focuses on the WOM behavior of consumers regarding BAPs. An agent-based simulation model was designed, including attitude and motivation functions. The former determines consumers’ attitudes toward BAPs, whereas the latter determines whether consumers will spread information by WOM. The model was validated, and some parameters were measured through a survey of Beijing consumers. Then, experiments were conducted to simulate the evolution process of consumers’ attitudes and willingness to engage in WOM and the influence of consumer heterogeneity on WOM spreading. Exploratory findings mainly show that (1) only when the strength of WOM marketing reaches a certain degree can it affect consumer attitudes toward BAPs, (2) in the early stage of WOM spreading, the greater the strength of economic stimulation to consumers, the greater the rate of WOM communication, and (3) the higher the education level of the target group of WOM marketing, the higher the efficiency of WOM communication.

     

Reducing perceptions of overqualification and its impact on job satisfaction: the dual roles of interpersonal relationships at work

A sizeable portion of the working population perceives that they are overqualified for their jobs. This is problematic, given that research consistently shows that such beliefs translate into lower levels of job satisfaction. Hence, it behoves human resource management (HRM) scholars to identify factors that influence perceptions of overqualification and also moderators that may reduce the negative effect of perceived overqualification on job satisfaction. In this study, we present a moderated path model that posits that the quality of the relationships that employees hold with their leader and with their team is not only antecedents of perceived overqualification but it is also hypothesised to weaken the negative relationship between perceived overqualification and job satisfaction. Survey data that were gathered from two organisations in the Netherlands (n = 183) supported the model. Implications for theory and practice in HRM are discussed. © 2015 John Wiley & Sons Ltd     

基于传染病模型的口碑对品牌传播的作用机理分析

本文在传染病模型(SIR)的基础上,从宏观和动态的视角出发,通过建立口碑效应作用下的品牌扩散传播模型,采用数值计算和图形观察相结合的方法,描述口碑作用下的品牌扩散传播过程,分析市场上品牌消费者比例随着口碑作用和时间推移的变化规律,并预测品牌市场占有率达到最高的时刻及品牌扩散程度,并探讨了品牌推广的手段以及影响品牌传播的因素,为企业有效开展品牌的口碑营销和品牌推广提出相应的建议.     

The impact of online reviews on inbound travellers’ decision making

This paper explores the hotel experience of inbound travellers to five-star boutique hotels of Sri Lanka and ascertains how hotels have satisfied their customers’ expectations through assessment of the positive and negative reviews. A qualitative research method of content analysis incorporating quantitative elements is engaged for this study. Data comes from a survey conducted by the TripAdvisor website. This study reveals that all dimensions of service quality played an equally important role from the perspective of customers. However, consumers are not satisfied due to the presence of perceived quality gaps. It was revealed that to maximise customer satisfaction, boutique hotels need to refer to online reviews to obtain authentic information from their guests. Sri Lanka is making strong efforts to support its tourism industry which got affected by the 2019 Sri Lanka Easter bombings, therefore the findings of this paper will undoubtedly be useful for the trade.     

消费者跨渠道搭便车意愿的驱动因素分析

在多渠道环境下,消费者利用一家离线零售商来搜集信息或评估产品,然后转换到另一家在线零售商来实现其购买决策。通过实证方法分析可能会引起消费者在购买决策过程中转换渠道的驱动因素。其中,推动作用包括消费者使用多种渠道的自我效能;拉动作用,即竞争对手的在线零售商的吸引力,两者对搭便车意愿都具有正面影响。然而,系泊作用,即零售商锁定,对跨渠道搭便车意愿具有负面影响。     

Price sensitivity,government green interventions,and green product availability triggers intention toward buying green products

In the 21st century, environmental problems are wreaking havoc, and sustainability is now of primary importance. Several external factors like population growth, industrialization, development, and overexploitation of natural resources play a crucial role in environmental degradation. Thus, the present study endeavors to explore the impact of price sensitivity, governments green interventions and green product availability on green buying intention through the lenses of the theory of planned behavior and the theory of consumption values. It also intends to examine the moderating effect of demographic factors on green buying intention. A cross-sectional study was carried out. Responses were gathered through a self-administered questionnaire-based survey. The final data set of 708 respondents were subjected to structural equation modeling for hypothesis testing. Price sensitivity, government green interventions, and green product availability show negative and significant interaction effects. Perceived behavioral control shows a relatively more substantial impact on green buying intention. Indian consumers from the age group of 41–50 years relatively have higher intention toward green buying. Overall, gender does not reveal any different approaches to environmentally friendly products. Green marketers must focus on communicating the availability of green products to reduce perceived difficulty.     

Integration of the Kano and QFD model in health food development: using black beans as examples

This study applied the Kano two-dimensional quality model and quality function deployment (QFD) to develop the black bean’s reputation as a health food and identify quality attributes of consumers’ needs in order to effectively control the attributes. This study first conducted a literature review and summarized the product’s quality attributes and then carried out expert interviews to determine health food quality attributes and consumer need quality attributes. A questionnaire survey was conducted to discuss which quality attributes of black beans consumers perceived to be important when they were presented as a health food and classify their answers using the quality attributes in the Kano model in order to effectively control consumers’ needs. Consumers’ demand for quality attributes was transformed into a technique of product quality development. In a matrix of the two constructs, quality classification of health food in the Kano model and order of consumers’ satisfaction with eating types of health food products, quality factors were transformed into technical specifications of product development for QFD and the construction of the first-stage of the House of Quality matrix. The results serve as references for companies to effectively distribute resources and establish strategies of product development, enhance product quality and consumer satisfaction, reduce product development time, and increase the success rate of products in the market. The results contribute to the health food enterprises are not only can make profit of product but also meet customers’ need.     

Q-TAM: a quality technology acceptance model for technology operations managers

This paper contributes to research on the quality factors that affect customer acceptance and intention to continue purchasing disposable technology. We have developed a model (Q-TAM) that integrates the Technology Acceptance Model and a quality framework. We conducted a survey of 322 smartphones users and analyzed the results using Partial Least Squares – Structural Equation Modeling (PLS-SEM) to determine how our integrated Q-TAM model affected consumers’ intention-to-continue-purchasing disposable technology. The PLS-SEM analysis of the Q-TAM model established that consumers assessed the product quality based on two distinct dimensions: attribute quality and reliability quality. Further, we found support for the positive and significant effects of product quality and perceived ease of use as predictors of a customer’s intention to purchase a technological device. Of interest is our finding that perceived usefulness, in the presence of product quality, is not significant. The finding also suggests that customers perceive the usefulness of a product as a component/part of a product’s quality dimension, confirming Joseph Juran’s quality philosophy of “fitness of use.” This suggests that in order to satisfy consumer demands, technology operations managers must ensure their products are of good attribute and reliability quality. The findings of this study make a case for a quality technology acceptance model (Q-TAM) that encourages technology operations managers to focus their efforts on quality to ensure that their products satisfy customer needs and are perceived as useful.     

The study of the effects of identity-related judgment, affective identification and continuance commitment on WOM behavior

In the past, many researches had focused on discussions related to the importance of word-of-mouth (WOM) that affects consumer behavior. In this research, the antecedents of WOM behavior will be discussed from WOM senders’ perspectives. It covers consumers’ identity-related judgment, affective identification, and continuance commitment. Furthermore, discussions will also be made regarding whether consumer affective identification and continuance commitment will affect the relationship between consumers’ identity-related judgment and WOM behavior. The study findings show that the distinctiveness and conformity of consumers have significant effects on consumer affective identification. In terms of mediating effects, consumer affective identification plays a mediating role in consumers’ identity-related judgment, continuance commitment and WOM behavior.     

What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products?

Consumers are increasingly worried that their current consumption patterns have negative environmental impacts, which in turn shapes their green purchase intentions. Based on the signaling theory and stimulus–organism–response model, the purpose of this research is to construct a theoretical framework to understand consumer intentions to buy eco-labeled products. Empirical results from 671 questionnaires show that as expected, green advertising receptivity positively affects intention, and the relationship between green advertising receptivity and intention is also moderated by promotion focus and mediated by system trust and personal trust. However, the relationship between green advertising receptivity and purchase intention is not moderated by prevention focus. Hence, this research suggests that stakeholders should conduct truthful green advertising campaigns to dispel consumer suspicion and target different consumers with different green advertising and marketing campaigns to increase sales.     

God and green: Investigating the impact of religiousness on green marketing

As the population increases, more people are now aware of the impact of their consumption on the natural environment. Nonetheless, 1 important factor that is often neglected is religiousness. Studies of the impact of religiousness on individual behavior have become increasingly important because the majority of the world population belongs to 1 of the major world religions. Thus, the purpose of this study is to investigate the impact of consumers' religiousness toward proenvironmental identity, attitudes toward environmental issues, and subjective norms about the environment. Subsequently, this study investigates the impact of these variables on purchase intention of green products. Using sampling from Indonesia (n = 649), which has the largest Muslim population, the results show significant differences between religions. In general, similar findings were found in both samples of Muslim and Christian consumers, where intrinsic religiousness has a positive impact on proenvironmental identity, attitudes towards environmental issues, and subjective norms about the environment. The study also found that the 3 variables (proenvironmental identity, attitudes towards environmental issues, and subjective norms) are positive determinants of intention to purchase green products. Nevertheless, the role of extrinsic religiousness is different for the 2 samples. Extrinsic religiousness is negatively related to attitude towards environmental issues for Muslim consumers, where it has a positive influence on proenvironmental identity among Christian consumers. The results of this study have significant implications not only to managers but also religious leaders on how to encourage more positive attitudes toward the environment.     

Are green consumers really green? Exploring the factors behind the actual consumption of organic food products

The increasing interest in sustainable consumption has lead several scholars to investigate the determinants that drive the consumption of organic food. Most of this research is based on consumers' self‐reports of their purchasing behavior by exploring declared behavioral intentions. There is a lack of understanding concerning the determinants of organic food consumption based on actual purchasing behavior. To fill this gap, this study is based on a combination of actual purchasing data and self‐reported data from a sample of 79 Italian consumers. The determinants of organic food consumption are explored by analyzing the effects of subjective norms, attitude, perceived behavioral control, intention to buy, organic knowledge, and health consciousness on actual purchasing behavior. Our results suggest that actual purchasing behavior is positively influenced by intention to buy and negatively by subjective norms. Although attitude towards buying organics is positively affected by health consciousness and perceived behavioral control, consumer knowledge about organics is found to influence purchase intentions. Theoretical and managerial implications, along with avenues for future research, are discussed.     

Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business-to-business context

Many companies have developed a green marketing strategy, aimed at promoting and selling green environmental products. While the majority of articles on this topic report on studies in a business-to-consumer setting, this research focusses on the impact of green marketing strategies on the satisfaction and loyalty of professional buyers in a business-to-business setting. Hypotheses were tested with survey data from 148 Dutch professional purchasers in the cleaning industry. The results emphasize the impact and importance of product quality, product price and corporate image. The most notable and strong impact on satisfaction and loyalty was found for the salesperson expertise.     

The price of success: balancing the effects of entrepreneurial commitment,work-family conflict and emotional exhaustion on job satisfaction

This research explores job satisfaction among entrepreneurs to investigate two paths from entrepreneurial commitment to job satisfaction: the direct path and the family path that includes work-family conflict and emotional exhaustion. An empirical study of 232 small and micro firm business owners are used to test the hypotheses seeking to understand which path to job satisfaction has the greatest influence. The results indicate that although being committed to one’s own business increases job satisfaction, emotional exhaustion takes a greater toll. We conclude that negative aspects of entrepreneurship exert an important influence on entrepreneurs’ satisfaction with their job. These findings offer important theoretical and practical implications.

     

Increased word‐of‐mouth via strategic cause‐related marketing

• This research examines word‐of‐mouth (WOM) promotions as an additional consequence of a successful cause‐related marketing (CRM) partnership. Firms properly aligned in CRM partnerships should increase positive feelings that can translate into positive WOM from the public. WOM efforts should be considered in marketing campaigns to develop successful long‐term CRM strategies. Additionally, carefully planned CRM campaigns with positive WOM give firms a competitive advantage without the backlash of consumer skepticism often reported when firms attempt to manipulate WOM campaigns. This study is grounded in associative learning theory which provides support for the strengthened associative links between firm and charity when the relationship is properly aligned. This empirical study suggests that strategically aligned CRM relationships can improve positive WOM recommendations. Results of ANOVA and factor analysis indicate that consumers are more receptive to CRM partnerships that consist of compatibility between firm and charity that persist over time. Results suggest that consumers are more likely to recommend the more properly aligned partnerships to others.

Copyright © 2010 John Wiley & Sons, Ltd.     

The extended theory of planned behavior in Turkish customers' intentions to visit green hotels

Over the last decade, many studies have started to focus on understanding customers' green purchase intentions since the increasing importance of environmental issues in the hotel industry. This study examined customers' intentions to visit green hotels by using the theory of planned behavior. Two constructs, environmentally friendly activities and overall image, were incorporated into the theory, and the extended theory of planned behavior model was tested. The aim of this study was to analyze the effects of the extended theory of planned behavior constructs (attitudes towards green hotels, subjective norms, perceived control, environmentally friendly activities, and overall image) on visit intentions and also to predict the effects of visit intentions on willingness to pay, satisfaction, and loyalty. Within this aim, the research model was formed to show the antecedents and consequences of intentions to visit green hotels. Data were collected by face‐to‐face survey technique, and 400 usable questionnaires were held from the customers in Izmir City, Turkey. In the findings, four of five constructs in the antecedents of intentions, except perceived control, were found as significant, and all three consequences of intentions were found as significant. The results of the study supported the usage of the extended theory of planned behavior in the context of green hotels. Theoretical contributions and discussions were explained lastly.     

What's in it for the customers? Successfully marketing green clothes

Most green marketing literature is strongly based on the assumption that a consumer's environmental awareness is a pre‐condition for green purchasing. While following such a ‘behaviouristic’ green marketing both scholars and companies seem to have neglected that green products are bought only if customers perceive the products as superior to competitors’ offerings. This paper argues that economic theory can give additional valuable input to green marketing. A first important step for marketing according to the economic approach is to identify how consumers perceive the products' cost and benefits. In this paper, cost and benefits are differentiated into different categories, which may help companies in finding their products' value added. In a second phase, companies can focus on stressing product advantages rather than on overcoming barriers. Using the example of green clothes this contribution shows what such a marketing strategy can look like. Copyright © 2001 John Wiley & Sons, Ltd and ERP Environment     

消费者敌意与品牌信任——基于中国市场上日本品牌的实证研究

目前在营销研究的文献中还没有关于消费者敌意与品牌信任之间关系的实证研究。本文旨在填补此空白,研究消费者敌意与品牌信任不同维度之间的关系。本文采用定量研究的方法,在互联网上进行了问卷调查,共获得85份答卷。研究表明消费者敌意对品牌的能力信任没有显著影响,而对品牌的善意信任有负面影响并且需要通过善意信任对品牌总体信任产生影响;研究结果支持了金玉芳的品牌信任结构模型,为弱化消费者敌意对品牌信任的负面影响提供了策略方向。