The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement

As brand equity (BE) is a valuable, but intangible, asset of any firm, understanding BE represents a primary task for many organizations. Factors that influence the development of BE are of inordinate academic and practical significance and a source of continuous investigation. While the current literature on social media communication (SMC) and BE provides a wealth of information, our study pioneers the most recent processes of mediation and moderation of electronic word-of-mouth and product involvement (PI) in BE research. Accordingly, the results of this work will likely become one of the key sources of information in sustainable marketing planning and in the development of strategies. To accomplish this goal, we assessed the structural relationships among SMC, electronic word of mouth (e-WOM), PI, and BE. A questionnaire survey was administered concerning consumer brands in China. In this survey, due to the need for social distancing during the COVID-19 pandemic, the questionnaire was distributed and collected via the internet. A total of 369 data sets were analyzed by partial least squares structural equation modeling (PLS-SEM). The results of our investigation reveal that: (a) social media firm- and user-generated content have a positive impact on e-WOM, (b) social media firm- and user-generated content have a positive impact on BE, (c) e-WOM has a positive impact on BE and serves as an intermediary role between SMC and BE, and (d) PI exerts specific moderating effects between SMC and BE.

The effects of campaign-based logo changes on consumers' attitude and behavior: a case of social distancing messages during the COVID-19 pandemic

Purpose: This research study examines how changing the logo to one that depicts social distancing impacts consumers' attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and word of mouth (WOM). Design/methodology/approach: A 2 (logo type: conventional vs. novel) X 2 (product involvement: high vs. low) between-subjects experimental design was employed. A multivariate analysis of covariance (MANCOVA) was run on the dependent variables (i.e. attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM). Findings: The results indicate a significant moderating effect of product involvement. Individuals who were exposed to a novel logo for a low-involvement product demonstrated improved purchase intentions, attitudes towards the brand, WOM and intentions to follow social distancing guidelines. Practical implications: From a practical perspective, the results suggest that managers at global brands should consider their brand's response to the COVID-19 crisis. For example, Nike chose to frame its consumers' athletic habits as a lifesaving call to action with a new advertising copy that proposed, "If you ever dreamed of playing for millions around the world, now is your chance: play inside, play for the world,” to stress the necessity for people to stay at home. Social implications: From a theoretical perspective, the results of this study add to the emerging literature on CSR and logo changing, and particularly on following social distancing guidelines introduced in response to COVID-19, by exploring the link between COVID-19 advertising in promotional materials (logo changing) and outcomes such as attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM. Originality/value: This research study adds to the literature on CSR and logo changing, primarily the contribution is based on the understanding of the impact of social distancing guidelines introduced in response to COVID-19. More specifically, this research study contributes toward the understanding of the link between COVID-19 advertising in promotional materials (e.g. logo changing) and outcomes such as attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM. © 2023, Emerald Publishing Limited.

The Moderating Effect of Trust and Product Involvement on Antecedents of Halal Brands to Purchase Intention towards the Competitiveness of the Sharia Economic System in Indonesia

The Covid-19 pandemic outbreak has spread since the end of 2019. For some Muslim communities, the gloomy image of the death toll due to being infected with the virus can be caused by processing and serving of food ingredients that do not apply the principles of halalan-thayiban (legal and clean).This study examines the dependent variable of halal brands purchase intention influenced by three independent variables in the form of consumer-perceived religious values, consumer-perceived product safety, consumer-perceived product health with two moderators of consumer trust in halal brands and product involvement. Unlike the existing methods, the novelty in this research is that we modify the Theory Planned Behavior by adding the moderating variables of consumer trust and attitude-based product involvement. The research design used is a quantitative survey research. The sampling technique was carried out by snow-ball sampling. Respondents taken are adult consumers who have a strong motivation to consume halal brands in the Solo Raya area Indonesia of 400 respondents. The quantitative test was carried out by using the Structural Equation Model (SEM) through the test of two moderating variables using the AMOS program tool. The test stages were carried out in the form of testing the validity and reliability of indicators, inferential statistical tests, classical assumption tests and tests of moderator variables. The test results explain that there is a direct influence of perceived religiosity, perceived product safety and perceived product health on halal brand purchase intention. The moderating test of the trust variable only affects the consumer-perceived religiosity and the involvement of product users on consumer-perceived religiosity with a negative influence. We provide a new understanding that halal brands must have confidence and involvement of high product users that are easily available and control a large market segment in all sales outlets, both rural and urban areas to be able to make moderating variables able to strengthen the antecedents of halal brands to purchase intention and building halal lifestyle for stregthening halal Industries towards integrated Sharia System in Indonesia. © 2022, Success Culture Press. All rights reserved.

What drives product involvement and satisfaction with OFDs amid COVID-19?

Online food delivery services (OFDs) have gained the attention of researchers due to the rapid growth of society. With COVID-19 wreaking havoc on markets worldwide, it compelled retailers and service providers to adjust their way of doing business drastically. OFD's emerged as an option either due to consumers' inability to cook, fear of exposure to Covid if they leave the house, monotony of eating home-cooked meals, and safety measures practiced by them. Hence, during this pandemic, the OFDs created a win-win situation for restaurant owners and consumers. However, the current literature does not clearly picture the factors influencing customers' behavioural intentions while using hospitality services in the wake of the COVID-19 pandemic. The primary objective of our study is to understand the factors influencing customer satisfaction during the pandemic. In addition, explore the mediating role of consumer resilience and consumer attitude to strengthen the relationship between product involvement and customer satisfaction in the OFDs context. We have used the social cognitive theory as the theoretical framework for framing our hypotheses. The present study focuses on Indian consumers who have used OFDs during the pandemic. We employed a cross-sectional survey method to test the proposed research model. Two hundred forty valid questionnaires were collected to empirically test the research model using tools like confirmatory factor analysis (CFA) using AMOS-28, direct and indirect relationships were tested using SPSS PROCESS macro. The results indicate that all the proposed hypotheses were supported. Theoretical and Practical implications of the study along with limitations are discussed.

How consumers relate to wine during COVID-19-a comparative, two nation study

Purpose The purpose of this study is to examine consumers' relationship with wine during the COVID-19 crisis and associated implications for hospitality and tourism operations. Despite the severe impacts of COVID-19's aftermath, including recent reports of a global decrease in wine consumption, academic research has neglected this domain. Consequently, there is an empirical and conceptual vacuum that the present research will address. Design/methodology/approach The study proposes a comparative investigation, with data gathered from 241 Italian and Spanish wine consumers through an online questionnaire. Findings Overall, the analysis reveals marginal changes in wine consumption during the crisis. At the same time, however, an increased interest for more wine events and an organised wine route, for learning more about wines and new wine harvests, and the influence of comments from others in enhancing one's wine knowledge during the crisis is also identified. Originality/value The study is one of the few studies conducted to date that seek to ascertain the extent to which wine consumers' involvement with wine has changed during a major crisis. The findings and subsequent analysis contribute to the development of five distinctive dimensions associated with consumers: the more involved/interested, the inquisitive/explorer, the non-traditional/avid, the frugal/less involved and the conservative/avid. The first two dimensions, which are supported by mean scores close to the level of agreement (mean = 4.0) have a number of practical and conceptual implications. In addition, a conceptual framework illustrating various conceptual/empirical relationships is proposed.