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Article
Publication date: 29 July 2020

Pham Hung Cuong, Oanh Dinh Yen Nguyen, Liem Viet Ngo and Nguyen Phong Nguyen

This study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of individual…

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Abstract

Purpose

This study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of individual customer equity drivers (CEDs) and their contribution to brand loyalty. This study identifies a reciprocity pathway in that brand equity, which mediates the linkage between relationship equity and brand loyalty. This study further posits that the linkage between relationship equity and brand equity is contingent on value equity. The authors then incorporate value equity as a moderator upon which the interrelationships among CEDs and brand loyalty may vary.

Design/methodology/approach

A sample consisted of 2,268 shoppers in a metropolitan city in Vietnam.

Findings

Relationship equity significantly determines brand loyalty through the moderating effect of value equity and the mediating effect of brand equity. Interestingly, these relationships are diverse across different experiential types of consumers.

Research limitations/implications

This study contributes to a better understanding of why and when value equity, brand equity and relationship equity trigger brand loyalty. Brand equity and value equity are the two underlying mechanisms that establish a moderated mediation model between CEDs and brand loyalty. The findings of this study show that experiential consumers are not created equals. The strength of the relationships between CEDs and brand loyalty differ among the five clusters of experiential consumers.

Practical implications

This study reveals the critical relationships between the three components of customer equity in the supermarket industry. The findings provide concrete direction for managers and marketers to be more effective in allocating resources, tailoring their marketing strategies and, accordingly, promoting brand loyalty of different types of consumers.

Originality/value

This study reveals the underlying modus operandi that explains the reciprocity effects of CEDs and the contingency role of brand experience on the CEDs–loyalty link. This study shows that brand equity fosters and sustains the reciprocity generated when consumers perceive a high level of relationship equity, serving as a mediator between relationship equity and brand loyalty. Importantly, value equity is an important moderator for strengthening this reciprocity effect. Furthermore, this study identifies a typology of experience-focussed consumers and shows that the CEDs–loyalty link significantly varies by these types of experiential appeal that characterise the consumers.

Details

European Journal of Marketing, vol. 54 no. 9
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 22 June 2021

Oanh Dinh Yen Nguyen, Jenny (Jiyeon) Lee, Liem Viet Ngo and Tran Ha Minh Quan

The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering the…

1391

Abstract

Purpose

The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering the context-specific nature of emotions, the existing crisis emotions were further validated in a product consumption situation. Drawing on the theories of attribution and social sharing, a conceptual model, positing that crisis-specific emotions [attribution-independent, external-attribution-dependent (EAD) and internal-attribution-dependent (IAD) emotions] influenced negative WOM through behavioural intention, was constructed and empirically tested.

Design/methodology/approach

Data was collected from 240 Vietnamese consumers by using a scenario-based survey related to a fictional milk crisis.

Findings

The study findings showed that all but one crisis emotion had negative effects on both WOM and loyalty intention. Of these emotions, EAD and IAD were the strongest predictors of negative WOM and behavioural intention, respectively. It was also found that all crisis emotions significantly affected negative WOM through behavioural intention.

Originality/value

Although some efforts have been made to identify crisis emotions, the validity of the existing scales have not been affirmed in other crises related to product consumption situations. The results of the present study, thus, made contributions by enhancing an understanding of crisis emotions and their impacts on consumer loyalty intention and WOM communications.

Details

Journal of Product & Brand Management, vol. 31 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 17 October 2018

Oanh Dinh Yen Nguyen and John F. Cassidy

There is limited research on consumer intention and credit card adoption in the transitional economies of Southeast Asia. The purpose of this paper is to investigate the key…

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Abstract

Purpose

There is limited research on consumer intention and credit card adoption in the transitional economies of Southeast Asia. The purpose of this paper is to investigate the key elements that influence an individual’s intention of adopting credit cards in the transitional economy Vietnam.

Design/methodology/approach

A questionnaire was developed based on the technology adoption literature. After data cleaning, 595 responses were deemed valid. Factor analysis (EFA and CFA) was utilized on split samples, and a structural equation model developed to identify the influential technology adoption factors.

Findings

The analysis found strong support for the hypotheses theoretically developed. In the transitional economy of Vietnam, consumer’s intention to adopt credit cards was influenced by “Perceived usefulness (PU),” “Perceived ease of use (PEOU),” “subjective norm (SN),” “perceived self-efficacy (PSE)” and “Anxiety”. However, “perceived financial cost (PFC)” was not a significant factor.

Research limitations/implications

The use of cross-sectional data does not enable the analysis of time sequence of the determinants of consumer intention.

Practical implications

This research provides a body of knowledge on modern banking payment systems and credit card utilization factors in the transitional economy of Vietnam which has relevance for other transitional as well as developing economies of Southeast Asia, and is a good reference source for foreign investors, banks and card service companies.

Originality/value

To date, there are no studies that explore the interaction between “PU,” “PEOU,” “PFC,” “SN,” “PSE,” “Anxiety” and “Behavioral Intention” in the context of the Vietnamese credit card market, nor other transitional markets in Southeast Asia.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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