THE BRAND LOGO TYPEFACE AND ITS EFFECTS ON COSTUMER'S BEHAVIOR AND SATISFACTION: IN ONLINE TAXI COMPANIES

The use of online services has become very popular among consumers nowadays, especially since the outbreak of the Coronavirus. One of the most visible services is the use of online taxi. In this regard, the brand and the logo are the first step of introducing the company, so its crucial role cannot be ignored. In this study, we examine the positive effect of brand logo typeface on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the findings show that the brand logo typeface has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference.

Relationships among memorable brand experience, brand preference, and behavioral intentions: focusing on the difference between robot servers and human servers

PurposeThis study aims to examine the differences among memorable brand experience, brand preference and behavioral intentions based on the type of service providers, such as robot servers and human servers. In addition, this study investigated the relationships among the four concepts.Design/methodology/approachThe data was collected from 296 customers who experienced robot servers and from 307 customers who experienced human servers.FindingsThe data analysis results indicated that there was a statistical difference with the mean value of the five concepts according to the type of employee. The results also revealed that memorable brand experience has a positive influence on brand preference, which in turn positively influences intentions to use, word-of-mouth and willingness to pay more.Originality/valueThis study attempted to find the difference between robot servers and human servers in memorable brand experience, brand preference and behavioral intentions in the restaurant industry for the first time.

Consumers’ Brand Preferences for Infant Formula: A Grounded Theory Approach

In recent years, the market pattern of infant formula in China has changed dramatically. The market share of domestic infant formula has exceeded that of imports. The essence of the market share change of domestic and foreign brands is the change of consumers’ brand preferences. To explore which factors affected consumers’ brand preferences, our study conducted a qualitative research method based on the grounded theory, through in-depth interviews with 60 mothers in the Beijing-Tianjin-Hebei region, systematically identifying the factors which affect consumers’ brand preferences for infant formula, which allowed us to establish a theoretical model for them. We found that product characteristics and external environmental factors could directly affect the formation of consumers’ brand preferences, or indirectly through the two intermediary factors of buyers and users. In addition, in the consumption of infant formula, buyers and users were separated, and infants, as actual users, were an important factor that could not be ignored in brand preference.

E-Cigarette Flavors, Devices, and Brand Preferences Among Youths in Canada, England, and the United States: The Value and Challenges of Comparing International Survey Data

First-generation e-cigarettes were visually more like traditional tobacco cigarettes but lacked choice in flavors, whereas newer versions have evolved, looking less like their predecessors and gaining flavor alternatives. Equally, however, choice of flavors plays an important role in potentially supporting adults who use e-cigarettes as a smoking cessation aid.4 It has therefore been a challenge for policymakers in different jurisdictions to balance actions that reduce pathways of harm for young people's health and actions that minimize disruption of smoking cessation efforts among adults, a choice often made within a limited supply of evidence. [...]comparing findings from different countries can present challenges given the international divergence in e-cigarette use, which likely reflects differences in the regulatory landscape over the past decade.7 For example, Hammond et al. highlighted that, unlike in the United States and Canada, cartridge and pod e-cigarettes remain less prevalent than refillable tank devices among youth and adult vapers in the United Kingdom. Since 2016, there has been a plateauing of e-cigarette use in the United Kingdom, in contrast to the large growth seen in the United States during this period.8 European Union legislation such as the Tobacco Products Directive likely delayed the entry of products such asJUUL into UK markets as a result of the restrictions on e-liquids with a nicotine strength of more than 20 milligrams per milliliter. [...]our later research showed that the proliferation of e-cigarette use in the United Kingdom likely contributed to hardening attitudes toward smoking amongyoung people.10 In contrast to the United States, the majority of users of nicotine-based vaping products in the United Kingdom are adults.11 After implementation of the Tobacco Products Directive, e-cigarette flavor remained an important reason for e-cigarette experimentation among young people in the United Kingdom.3 Attraction to flavors continues to be a strong reason in more recent Englandbased surveys.11 Efforts to address vaping flavor enticement among young people may thus take different forms moving forward, with North America highlighting the role of nicotine-based products and England focusing more attention on the role of non-nicotine products.

When Corporate Social Advocacy Meets Controversial Celebrity: The Role of Consumer–Brand Congruence and Consumer-Celebrity Congruence

This study investigates the role of consumer–brand congruence and consumer–celebrity congruence in the formation of consumer attitudes toward brands and their impact on behavioral intentions within the context of corporate social advocacy (CSA) involving controversial celebrities. Using a U.S. sample drawn from a Qualtrics panel (N = 372), the results of mediation analyses indicate that attitude toward a brand positively mediates the effects of consumer–brand congruence on consumers’ behavioral intentions, including purchase intention, brand preference, and boycott recommendation. The consumer–celebrity congruence moderated the indirect effect of consumer–brand congruence on brand preference and boycott recommendations, but not purchase intention. The findings of this study contribute to the CSA literature and practices by highlighting the role of consumers’ congruence with a controversial celebrity in determining consumers’ behavioral responses to CSA. When brands practice CSA, consumer–brand congruence rather than consumer–celebrity congruence could play a more important role in shaping consumer behaviors.