Tariq Samarah, Pelin Bayram, Hasan Yousef Aljuhmani and Hamzah Elrehail
This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through…
Abstract
Purpose
This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.
Design/methodology/approach
Using an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.
Findings
The study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.
Originality/value
This study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.
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Hasan Yousef Aljuhmani, Hamzah Elrehail, Pelin Bayram and Tariq Samarah
This study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role…
Abstract
Purpose
This study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role of social media customer brand engagement (CBE) in the airline context.
Design/methodology/approach
The research model was examined empirically by targeting 360 consumers who follow Royal Jordanian Airlines on Facebook pages. Structural equation modeling (SEM) was used to analyze the data collected.
Findings
Using the Stimulus–Organism–Response (S–O–R) theory and customer engagement model as the theoretical foundations, this study confirms that SMMEs are a strong predictor and play a vital role in developing and building social media customer engagement and brand loyalty. This study also found that the cognitive aspect of CBE is a key driver in enhancing brand loyalty. Furthermore, cognitive social media CBE positively mediated the relationship between SMMEs and brand loyalty. Contrary to expectations, emotional CBE had no mediating effect on the relationship between SMMEs and brand loyalty.
Originality/value
This study contributes to CBE literature by adding SMMEs as antecedents. In addition, the findings of this study add the mediation effect of the cognitive component of customer engagement, through which SMMEs influence brand loyalty.
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Ahmad Aljarah and Pelin Bayram
Purpose: The purpose of this study is to explore the role of internal branding (IB) in fostering branding citizenship behavior in the hospitality context as well as the mechanisms…
Abstract
Purpose: The purpose of this study is to explore the role of internal branding (IB) in fostering branding citizenship behavior in the hospitality context as well as the mechanisms underlying the relationship.
Design/methodology/approach: This study obtained empirical evidence from 377 hotel employees in North Cyprus.
Findings: Our findings support the positive relationship between IB and brand citizenship behavior (BCB). The evidence was found for a dual and sequential mediating role of brand trust and brand commitment. Moreover, the organizational climate serviced as a moderator to influence the positive relationships between IB and BCB.
Practical implication: This study has shown that employees are rewarding firms involved in IB initiatives in the form of BCB – directly and indirectly –through trust and commitment. This finding can advance managers’ understanding, enabling them to better manage their IB initiatives to achieve the most effective outcomes.
Originality/value: The research advances convergence between IB and BCB research streams, which has been under-explored in the tourism context. Besides, it extends the IB and brand citizenship literature through a novel dual and sequential mediation mechanism and organizational climate as a novel moderator.
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Examines the eleventh published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects…
Abstract
Examines the eleventh published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.