Civilai Leckie

Antecedents of consumer brand engagement and brand loyalty

ABSTRACT Literature on consumer engagement is growing significantly, yet there is limited empirical research on its drivers and outcomes. This study examines the key drivers and outcomes of consumer brand engagement (CBE) in the context of Australian mobile phone service providers. The results reveal that consumer involvement, consumer participation and self-expressive brand have differing effects on the CBE dimensions (cognitive processing, affection and activation) and brand loyalty. Specifically, involvement, participation and self-expressive brand are all found to positively impact cognitive processing. Also, involvement and self-expressive brand positively influence affection. While, a positive relationship is established between involvement and activation, self-expressive brand emerges as a negative driver of activation. Further, the results show that affection and activation positively influence brand loyalty. Surprisingly, cognitive processing negatively impacts brand loyalty, whilst involvement (unlike participation and self-expressive brand) has a positive direct effect on brand loyalty. Managerial and academic implications, as well as areas for future research are discussed.

Examining customer evaluations across different self-service technologies

Purpose This study aims to examine the influence of different self-service technologies (SSTs) on customer satisfaction with and continued usage of SSTs. Specifically, it compares an interactive voice response (IVR) SST and an online SST from the same provider to assess how to manage these parallel SSTs. Design/methodology/approach A tracking study was used, beginning with a survey of n = 957 SST users to test a model pertaining to SST satisfaction across IVR and online SSTs. These SST users were then tracked over 12 months. The association between customer satisfaction with and continued usage of the SSTs was examined using behavioural data from the service provider. Findings While the overall model was found to be valid across both types of SSTs, perceptions of factors including ease of use, perceived control and reliability differed for IVR and online SSTs. Satisfaction with SSTs is linked with users’ continued use of SSTs, but is not a barrier to users’ adoption of newer SST forms. Research limitations/implications Highlighting the rapid developments in this field, a new SST was introduced by the provider to respondents during the 12-month tracking period, thus complicating the results. Further studies could include the customer purpose for using SSTs as a variable. Practical implications The findings offer support for organisations offering a suite of SSTs, even if they serve the same purpose. Customers evaluate SST types differently, and even satisfied SST users switch to different SSTs when they become available. Allowing customers to choose the SST that best suits them appears to be good practice. Originality/value This study develops a comprehensive model of customer SST satisfaction that is used to undertake a comparison of two different types of SSTs, which has been missing from prior research.

Predicting which season ticket holders will renew and which will not

Research question: A major barrier to retaining existing customers is the difficulty in knowing who is most at risk of leaving (or ‘churning’). Given the strategic and financial importance of season ticket holders (STH) to professional sport teams, this paper examines the effectiveness of a range of variables in identifying the STH who are most likely to churn. Research methods: A longitudinal field study was undertaken to reflect actual conditions. Survey data of a professional sport team STH were collected prior to the conclusion of the season. Actual renewal data were then tracked from team records the following season. This work was replicated across five professional sport teams from the Australian Football League, with renewal predictions made and tracked for over 10,000 STH. Results and findings: The results suggest that the ‘Juster’ Scale – a simple, one-item purchase probability measure – is an effective identifier of those most at risk of churning, more than 3 months in advance. When combined with ticket utilization and tenure measures, predictive accuracy improves markedly, to the point where these three measures can be used to provide an effective early warning system for managers. Implications: Whilst there is a tendency to view STH as highly loyal, these data reinforce the importance of actively managing all customers to reduce churn. Despite their commitment, STH do churn, but those most likely to can be predicted by examining their patterns of behaviour in the current season. Efforts to retain STH need to shift their focus from transactional value assessments.

Evaluating the drivers of sustainable behavioral intentions: An application and extension of the theory of planned behavior

Marketers have long recognized that, despite calls to protect the environment, we live in a disposable society, in which the adoption of sustainable initiatives is low. Taking a consumer’s perspective, this study uses an extension of the theory of planned behavior (TPB) to investigate the drivers of sustainable behavioral intentions using a cross-section of 511 Australians aged 18 years and older. Two models were tested, one using the 3 original TPB constructs and the other using the extended version of TPB, with the latter model justifying the inclusion of internal ethics and moral intensity. We encourage marketers to work together to encourage sustainable practices that have a long-term benefit to the planet and to increase consumers’ knowledge and appeal to their motivations, particularly their internal ethics.

Green brand benefits and their influence on brand loyalty

Purpose The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined. Design/methodology/approach Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model. Findings The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image. Research limitations/implications This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty. Originality/value Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.

CSR, relationship quality, loyalty and psychological connection in sports

Purpose The purpose of this paper is to investigate the role played by corporate social responsibility (CSR) in building relationship quality (RQ) in the context of sports organisations. In turn, the link between RQ and customer loyalty is examined. Acknowledging that customers develop a psychological connection with the sports organisation over time, the study also examines whether the link between CSR and RQ is moderated by the psychological continuum model (PCM) stages (awareness, attraction, attachment and allegiance). Design/methodology/approach The survey data were drawn from almost 6,000 season ticket holders of a professional sports club. Structural equation modelling and the non-parametric bootstrapping regression technique were used to test the hypotheses. Findings The results support the direct impact of CSR activities on RQ. RQ, in turn, drives customer loyalty. Importantly, RQ is found to fully mediate the relationship between CSR and customer loyalty. However, as customers move through the psychological connection stages, the effect of CSR on customer loyalty via RQ tends to diminish. Practical implications This study provides evidence of a direct impact of CSR activities on RQ, and also attests the role of psychological connection in sports organisations. Originality/value The incorporation of a multidimensional RQ construct and the PCM stages allows a deeper understanding of how CSR might be employed to achieve organisational goals.

Female season ticket holders: how their satisfaction is derived differently from males

ABSTRACT Research questions: This study models how the satisfaction of male and female season ticket holders (STHs) is derived, and whether the antecedents of satisfaction differ between genders. In doing so, this study has sought to not only increase the understanding of a previously under-researched group – female STHs – but to also gain managerially useful insights into how female fans might be attracted to, and retained, as STHs. Research methods: Data were collected from almost 14,000 STHs from 12 professional sport teams. Guided by past work on the antecedents of STH satisfaction, the dataset was split by gender and matched on key variables, before established satisfaction models were tested across groups. Results and findings: Overall, STH satisfaction appears to be derived the same way, regardless of gender. However, the relative importance of different aspects of the STH experience often varies. Customer service and home ground facilities are significantly more important among females. Men instead derive more satisfaction from feeling involved with the team and the way it is managed. These differences are explained in light of what is known about gender differences in relation to consumption motives and behaviors. Implications: This study provides valuable insights for sport or team managers into the factors that drive satisfaction for both female and male STHs, including concomitant positioning strategies to grow female STH numbers. Of critical importance are high service standards and female-friendly facilities.

Promoting brand engagement behaviors and loyalty through perceived service value and innovativeness

Purpose The purpose of this study is to investigate the role of perceived value and innovativeness (service concept newness and relative advantage) in promoting customer brand engagement behaviors (CBEBs) and brand loyalty. Design/methodology/approach The conceptual model was empirically tested using nationwide survey data from 430 customers of Uber in Australia. The data were analyzed using structural equation modeling. Findings The results of this study show that collecting brand information is positively influenced by perceived value, service concept newness and relative advantage. Participating in brand marketing activities is positively influenced by service concept newness and relative advantage. Interacting with others is positively influenced by perceived value and service concept newness. Subsequently, brand loyalty is positively influenced by participating in brand marketing activities and interacting with others. The direct impacts of perceived value and relative advantage on brand loyalty are also established. Research limitations/implications This study only collected data from Uber customers. Another limitation of this study is the use of cross-sectional data. Practical implications To promote brand loyalty, service innovation needs to have both the right characteristics (i.e. perceived value, service concept newness and relative advantage) and practices that foster customer brand engagement behaviors. Originality/value Although service-dominant logic (SDL) is a theoretical lens used by research in the areas of service innovation and customer engagement, empirical studies that integrate the two areas remain limited. The findings of this study suggest a new mechanism in which service innovation can increase loyalty through increased CBEBs.

Power and relationship quality in supply chains: the case of the Australian organic fruit and vegetable industry

The purpose of this paper is to test the impact of power (coercive and non-coercive) on supply chain (SC) relationship success. In particular, this paper aims to examine the moderating effect of relationship quality (RQ) on the associations between power bases and relationship success. In turn, RQ and relationship success can impact the operational performance of the suppliers.,A survey of 284 Australian suppliers (growers of organic fruits and vegetables) was conducted to elucidate the associations among power, RQ, relationship success and operational performance.,RQ was found to only moderate the positive relationship between non-coercive power and relationship success. Moreover, RQ and relationship success were positively related to the suppliers’ operational performance. The findings conform those of previous research in which coercive power is negatively related to the supplier’s perception of relationship success while non-coercive power is positively related to the supplier’s perception of relationship success. Relationship success was found to mediate the relationships between the power bases and operational performance.,This study only collected data from one-side of the dyad (the suppliers). Another potential limitation is the existence of respondent bias, which can arise when a single respondent is asked to assess both the nature of the relationship and the performance outcomes of the relationship.,This study highlights the importance for managers to understand the dynamic shaping relationships when they want to signal their influence and RQ in inter-firm relationships associated with the SCs.,This study applies signaling theory as an alternative theoretical lens that looks into the moderating role of RQ on the associations between power bases and relationship success in the SC. This study argues that when the buyer increasingly develops RQ, the effect of non-coercive power on relationship success diminishes. Both RQ and relationship success positively influence the supplier’s operational performance.

Validating and extending the sport brand personality scale

Purpose – The purpose of this paper is to validate Tsiotsou’s (2012) sport team brand personality scale in a new country (Australia) and segment (Generation Y) and extend its use from sport teams to individual athletes. This paper also explores the scale’s predictive power in an athlete’s role model influence. Design/methodology/approach – An online panel survey with 560 responses from Australian Generation Y consumers was obtained. Structural equation modelling was used to test and validate the scale. Findings – This paper confirmed the sport team brand personality scale can be applied to an individual athlete. Three dimensions of the scale, namely, competitiveness, morality and authenticity, were found to have predictive power in an athlete’s role model influence. Authenticity was the strongest predictor, followed by morality and competitiveness. Practical implications – Individual athlete brand personality is powerful in influencing how Australian Generation Y consumers identify with their favourite at...