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Article
Publication date: 20 March 2024

Anni Rahimah, Ben-Roy Do, Angelina Nhat Hanh Le and Julian Ming Sung Cheng

This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and…

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Abstract

Purpose

This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework.

Design/methodology/approach

Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis.

Findings

With the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection.

Originality/value

By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.

Details

Journal of Product & Brand Management, vol. 33 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 30 September 2021

Angelina Nhat Hanh Le, Tessa Tien Nguyen and Julian Ming-Sung Cheng

While strategic alliances is a concept increasingly discussed in the field of sustainable supply chain management (SSCM), an emerging and more crucial concept regarding…

1347

Abstract

Purpose

While strategic alliances is a concept increasingly discussed in the field of sustainable supply chain management (SSCM), an emerging and more crucial concept regarding alliances—namely, the alliance portfolio—is mostly ignored in the SSCM context. Mainly drawing on the categorisation–elaboration model (CEM), this research develops a three-layer model to explore the effects of three alliance portfolio diversity facets on the three triple-bottom-line SSCM performances through the mediation of sustainability collaboration.

Design/methodology/approach

The field data are collected from 321 Vietnamese manufacturers. Scale accuracy is assessed through the confirmatory factor analysis method. Hierarchical linear regressions are applied to test the proposed model and hypotheses.

Findings

Partner, governance, and functional alliance portfolio diversities have a U-shaped, inverted U-shaped, and positive linear effect, respectively, on sustainability collaboration. Sustainability collaboration is in turn found to enhance the SSCM performances in terms of economic, environmental, and social.

Originality/value

This research introduced a new theoretical lens, CEM, to the SSCM field. It also provided findings that can help firms to manage their alliance portfolios more dynamically in terms of the nature and diversity level of the portfolio and in a way that adds to the triple bottom line through the mediating effect of sustainability collaboration.

Details

International Journal of Operations & Production Management, vol. 41 no. 10
Type: Research Article
ISSN: 0144-3577

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Article
Publication date: 25 February 2019

Angelina Nhat Hanh Le, Mai Dong Tran, Dong Phong Nguyen and Julian Ming Sung Cheng

The purpose of this paper is to study the roles of dual personal values (individualistic and collectivistic) and consumer attitudes toward dual purchase consequences (individual…

1034

Abstract

Purpose

The purpose of this paper is to study the roles of dual personal values (individualistic and collectivistic) and consumer attitudes toward dual purchase consequences (individual and environmental) as the precursors of a commitment to green consumption. Furthermore, the variance within the studied relationships is explored across the segments of the selected consumer sample.

Design/methodology/approach

Partial least squares and finite mixture–partial least squares path modeling approaches are employed to examine the studied relationships and check for heterogeneity, respectively, among the sample of 406 Vietnamese consumers.

Findings

The results indicate that individualistic values positively and negatively affect attitudes toward purchase consequences at the individual and environmental levels, respectively, while collectivistic values have only a positive impact on attitudes at the environment level. Compared to the individual level, attitudes toward environmental purchase consequences propagate a fuller commitment to green consumption. Collectivistic, but not individualistic, consumers are a suitable target segment for green business. Consumers within the selected sample exhibit different green behavioral patterns.

Originality/value

This research provides valuable insights into the under-researched aspect of green consumption commitment based on an extended value–attitude–behavior model. Previously unobserved heterogeneity is revealed and green consumption tendency segments are identified.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 21 December 2022

Anni Rahimah, Huu Phuc Dang, Tessa Tien Nguyen, Julian Ming-Sung Cheng and Andriani Kusumawati

The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and…

1916

Abstract

Purpose

The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies.

Design/methodology/approach

Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square.

Findings

This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively.

Originality/value

The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.

Details

Journal of Product & Brand Management, vol. 32 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 13 July 2023

Aida Loussaief, Julia Ying-Chao Lin, Huu Phuc Dang, Neji Bouslama and Julian Ming-Sung Cheng

This research discloses the effect of religiosity on purchasing intention through serial-mediation paths in a halal-certified food context. Borrowing from the identity theory…

1136

Abstract

Purpose

This research discloses the effect of religiosity on purchasing intention through serial-mediation paths in a halal-certified food context. Borrowing from the identity theory while supplemented by the theory of planned behaviour (TPB) and the knowledge–attitude–practice (KAP) theory, a 4-layered framework is developed to investigate such an issue.

Design/methodology/approach

264 questionnaires are collected in the field study conducted in Tunis, Tunisia. Quota sampling method is applied. Testing of the hypotheses is performed using partial least square analysis.

Findings

The findings reveal that religiosity affects the four mediators—awareness, trust, subjective norm and perceived behavioural control—which in turn affect attitude, and purchase intention towards halal-certified food is eventually aroused. These four serial-mediation paths are further proved to form the mechanisms.

Research limitations/implications

The field study participants are limited to consumers in Tunis. Besides, a mechanism to collect the data from general public including lower educated consumers should be necessary.

Originality/value

This research is a pioneering work investigating the sequential intervening effect in the religiosity-intention relationship in halal-certified food. The authors provide unique and fruitful insights into this relatively untapped field for academia and firms.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 4 January 2023

Shadab Khalil, Pubali Chatterjee and Julian Ming-Sung Cheng

This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors…

1249

Abstract

Purpose

This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors drive consumer indulgence and interact with other visual cues is minimally understood.

Design/methodology/approach

This research conducts six experiments to investigate the effect of eight warm and cool colors and the effect of warm/cool color’s interaction with reflectance on indulgent consumption/use in various retail environments.

Findings

Studies 1a and 1b support the contrasting effects of warm vs cool colors on consumers’ indulgent consumption. Studies 2a and 2b establish the serial mediating role of arousal and self-reward focus in the color-indulgence relationship. Study 3a demonstrates the interactive effect of warm (vs cool) colors and glossy (vs matte) reflectance on consumer indulgence, and Study 3b confirms how glossy (vs matte) reflectance moderates the serial mediating effect of arousal and self-reward focus in the color-indulgence relationship.

Research limitations/implications

This research contributes to the growing stream of research on the visual aspect of sensory marketing, especially color, and advances the theoretical knowledge of how color could be used effectively to influence consumer indulgence.

Practical implications

This research provides actionable managerial implications on the effective use of warm and cool colors and glossy and matte reflectance to influence consumer indulgence.

Originality/value

This research advances the theoretical and empirical knowledge of color’s interaction with other visual sensory cues and the underlying psychological processes shaping consumer indulgence.

Details

European Journal of Marketing, vol. 57 no. 2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 31 August 2021

Marta Yuan-Chen Lin, Ben-Roy Do, Tessa Tien Nguyen and Julian Ming-Sung Cheng

This research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the…

1001

Abstract

Purpose

This research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the contingency of self-control when using proximity Bluetooth-beacon technology (PBBT) service in proximity marketing.

Design/methodology/approach

The field study takes place in areas where PBBT service is installed in Taipei, Taiwan. A quota sampling approach is used, with 401 qualified respondents participating. The data are analyzed using the partial least square method.

Findings

The results confirm the importance of personal innovativeness and perceived value of disclosure as an important determinant to influence privacy concerns about data collection. It is also found that self-control plays a negative moderating role in these two relationships. Moreover, data collection is found to be a fundamental concern leading to other privacy concern facets.

Originality/value

This research represents a pioneer work in proximity marketing regarding how privacy concerns are influenced and how privacy concerns facets are causal-related when using a PBBT platform. More detailed, conditional insight is given as the research is studied under the contingency of self-control. A set of applicable guidelines with empirical evidence is thus provided.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 7 February 2018

Melissa Yi-Ting Hsu and Julian Ming-Sung Cheng

The purpose of this paper is to examine the impact of gender on the neural substrates of theories on consumer behavior (i.e. the original compared with the revised versions of…

3002

Abstract

Purpose

The purpose of this paper is to examine the impact of gender on the neural substrates of theories on consumer behavior (i.e. the original compared with the revised versions of consumer learning [CL] theory) and to examine whether gender influences brain activation associated with word-of-mouth (WOM) communications (i.e. information specificity, source expertise and tie strength) after a product harm crisis. This article also discusses the WOM effects of product quality perception, negative emotion and purchase intentions by precise localizing brain activity.

Design/methodology/approach

This study applied functional magnetic resonance imaging to measure brain activity (i.e. the blood oxygen level-dependent signal) during WOM communication after a product harm crisis.

Findings

The male participants treat the product quality as a constant and tend to support the original CL theory. The female participants, however, showed differentiable brain activation across three factors, suggesting a dynamic representation for product quality (i.e. not a constant), and they appear to be more sensitive to the revised CL theory.

Originality/value

This paper concluded that the original CL theory applies to males and the revised version applies to females. Therefore, gender determines whether the original or the revised version of the CL theory works in consumers’ decision-making, and the extant of research has not focused on the information after a product harm crisis in terms of whether the information being communicated is specific or tensile through WOM communication.

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Article
Publication date: 27 July 2012

Michael Chih‐Hung Wang, Megha Jain, Julian Ming‐Sung Cheng and George Kyaw‐Myo Aung

The purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when…

7533

Abstract

Purpose

The purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when both the sponsoring firm and the sponsored team are Western. The paper also proposes and examines the mediating role of sponsor credibility and attitude towards sponsor in the relationship between fan identification and purchase intention.

Design/methodology/approach

A field study was conducted in Bangkok, Thailand, where 350 questionnaires were collected from football fans.

Findings

The findings reveal that, even when both the sponsoring firm and the sponsored sports team are western (i.e. foreign), Asian fans’ identification with the team increases their purchase intention for sponsoring firm's goods. The research also confirms that sponsor credibility and attitude towards sponsors partially mediate the fan identification‐purchase link.

Originality/value

The paper provides valuable insights into the under‐researched aspect of sports sponsorship, by examining the effect on Asian fans’ purchase intension when both the sponsoring firm and the sponsored sports team are western. Moreover, most of the prior literature on sports sponsorship focuses on the direct effect of fan identification on purchase intention. The current study extends the scope of knowledge on sports sponsorship by focusing on the under‐researched but crucial mediating effects of sponsor credibility and attitude towards sponsor.

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Article
Publication date: 25 September 2007

Julian Ming‐Sung Cheng, Lily Shui‐Lien Chen, Julia Ying‐Chao Lin and Edward Shih‐Tse Wang

This research attempts to investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands…

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Abstract

Purpose

This research attempts to investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands, international private labels and local private labels. It aims to use product categories as the moderator of the preceding perceptions.

Design/methodology/approach

Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected.

Findings

The findings revealed that on the whole national brands were perceived as significantly superior to international private labels, while international private labels were perceived as being superior to local private labels in terms of all perceptions except price perception. The findings also revealed that product categories moderated price and brand personality perceptions across the three brand types, while product categories failed to moderate the effect of the three brands types on quality and brand leadership perceptions.

Originality/value

This research represents one of the few pioneer works that empirically investigate the aforementioned issues.

Details

Journal of Product & Brand Management, vol. 16 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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