Chung-Yu Wang

Factors affecting attitudes toward private labels and promoted brands

This work examines whether promoted brands and private labels attract different or similar consumers through psychographics and store image that drive purchase attitudes for these brands. The results using regression analysis demonstrate that these attitudes are driven by differences in psychographics and store image. Attitude toward promoted brands is characterised by positive store image, smart shopper self-perception, need for affiliation, and money attitude regarding power-prestige and anxiety. Private label attitude is characterised by more positive store image, and money attitude regarding retention and distrust. Noticeably, the conclusion of Ailawadi et al. (2001) regarding the indirect effect of demographics on the feasibility of using store brands and national brand promotions via psychographics appears weak, since we conclude that the impacts of demographics on the two types of purchase attitudes are weakly funneled through psychographics.

Customer Loyalty and the Role of Relationship Length

Purpose – The objective of this study is to examine the effect of corporate image, perceived value, and switching costs on customer loyalty in customer/provider relationships of different length.Design/methodology/approach – Five key constructs, namely: corporate image, perceived value, switching costs, customer loyalty, and length of relationship, were employed. Using a systematic sampling technique, student interviewers randomly approached customers exiting hair salons. The final survey sample consisted of 279 respondents.Findings – This paper supports a contingency model with regard to customer loyalty and its antecedents. The results suggest that corporate image impacts customer loyalty in both newer and older relationships. Whereas in newer relationships, corporate image has a cardinal influence on switching costs, in more‐established relationships switching costs are influenced primarily by perceived value. In both cases, switching costs influence customer loyalty.Research limitations/implications –...

Satisfaction and zone of tolerance: the moderating roles of elaboration and loyalty programs

Purpose – This study seeks to understand how elaboration and loyalty programs affect the relative importance of satisfaction and the zone of tolerance (ZOT) in determining customer loyalty to an airline service provider.Design/methodology/approach – Hierarchical moderated regression analysis was used to test the hypotheses.Findings – Customers with high elaboration rely more heavily on satisfaction than the ZOT to maintain customer loyalty. In addition, loyalty programs can decrease the effect of satisfaction on customer loyalty, but cannot increase the strength of the relationship between the ZOT and customer loyalty.Originality/value – This study is a preliminary attempt to integrate the ZOT and satisfaction in determining customer loyalty in a simultaneous model. The findings suggest that there is a trade‐off between the effects of satisfaction and the ZOT on customer loyalty. Most importantly, the results provide new insights into the loyalty response with regard to dissatisfaction.

Reference Effects on Revisit Intention: Involvement as a Moderator

ABSTRACT Past work has examined the reference effect in consumer choice, but most work has focused on referents centered on the service itself. This study examines two additional reference effects—alternative attractiveness and self-image congruity. An empirical study of visitors to a museum confirms that comparisons involving self-based reference point also contribute significantly to revisit intention. Furthermore, the effect of positive disconfirmation on revisit intention becomes weaker as the level of involvement increases. The effect of self-image congruity on revisit intention becomes greater as the level of involvement increases.

Quality dimensions in online communities influence purchase intentions

Purpose The purpose of this paper is to examine how quality dimensions in independently owned online brand communities influence purchase intentions via uncertainty reduction and the role of involvement. Design/methodology/approach This work validates the model and hypotheses through non-probabilistic sampling. The online questionnaire was made on the website of MySurvey and an invitation letter was posted to the forums. The respondents received the questionnaire items translated into Chinese. The final survey sample consisted of 235 respondents. Findings Empirical results confirm that as for independently owned online brand communities, their information quality and relationship quality are effective tools for influencing purchase intentions via uncertainty reduction. In addition, the authors demonstrate that involvement has a positively moderating influence on the relationship between uncertainty reduction and purchase intentions. Originality/value The current study moves beyond uncertainty reduction to demonstrate that information quality and relationship quality of forums influenced purchase intention via uncertainty reduction and the moderating variable such as involvement.

MANAGING INNOVATION PERFORMANCE: A SERVICE-DOMINANT LOGIC VIEW

Partnerships have become an important research topic. However, the amount of empirical attention devoted to determining how firms intensively co-produce with alliance partners to improve their innovation performance is lacking. In response to the growing importance of co-production in the partnerships, this study addresses how firms integrate their alliance partners as co-creators into the innovation process. Specifically, this study not only integrates the three dimensions of social capital and examines their separate effects on co-production but also incorporates the roles of absorptive capacity and self-efficacy and investigates their influences on innovation. That is, co-production may operate through absorptive capacity and self-efficacy to increase innovation because knowledge is exchanged and utilized and firms are willing to select challenging goals and remain firmly committed to fulfill them within the network. The proposed model is tested with a structural equation model(SEM). Findings indicate positive relationships between social capital and co-production. Moreover, co-production has positive effects on innovation, absorptive capacity, and self-efficacy. Absorptive capacity and self-efficacy enhance innovation. As such, we suggest that co-production should be considered explicitly in the management of a partnership and should be developed through mentioned above platform, encouraging and enabling both parties to work together for the implementation of innovation.