Rana M. Zaki and Reham I. Elseidi
The aim of this research is to explore how religiosity (RG) could influence the Islamic apparel brand personality (IABP) dimensions, and to determine the degree to which IABP…
Abstract
Purpose
The aim of this research is to explore how religiosity (RG) could influence the Islamic apparel brand personality (IABP) dimensions, and to determine the degree to which IABP, attitude (ATT), subjective norms (SN) and purchase intention (PI) are influenced by RG. In addition, this research attempts to investigate the significant relationship between IABP and the components of the theory of planned behavior in the apparel industry in Egypt.
Design/methodology/approach
This research adopts a quantitative research method to provide insights relating to relationships between variables. The research data were collected through a conducted survey of Muslim females in Egypt. A convenience nonprobability sampling technique for data collection was used. To achieve the research purposes, confirmatory factor analyses, reliability and validity tests and structural equation modeling were adopted.
Findings
The research results show that RG has a positive significant relationship with ATT, SN and PI of Islamic apparel. Moreover, it was that only ATT has a positive significant influence over the PI of Islamic apparel unlike SN and Perceived behavioral control (PBC). Results also found that there is a positive relationship between IABP with ATT and SN. However, the relationship between RG and IABP was not statistically supported.
Practical implications
The research provides practical implications for brand managers, designers and producers in the Islamic apparel sector on how to increase PIs by extending IABP as well as for Egyptian policymakers. The practical implications include the possible approaches that stakeholders of Islamic apparel brands need to address while promoting, and this will influence marketing strategies in general and branding specifically.
Originality/value
This study extends our understanding of consumers’ Islamic apparel purchasing intentions using TPB to determine its rationale. Unlike other studies, this study operated RG and IABP to assess their influence on Islamic apparel PI in Egypt.
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Rana M. Zaki, Amr Kheir El Din and Reham I. Elseidi
The Islamic modest fashion industry is growing rapidly and becoming more competitive within an increasing number of brands available in the market. Based on this reason, both…
Abstract
Purpose
The Islamic modest fashion industry is growing rapidly and becoming more competitive within an increasing number of brands available in the market. Based on this reason, both marketers and designers need to create differentiation in their brands. One of the ways to create such differentiation is by establishing a brand personality. Thus, the purpose of this study is to develop a reliable measure of Islamic apparel personality that incorporates the relevant dimensions/traits Muslim females attribute to their apparel.
Design/methodology/approach
Islamic apparel brand personality model was developed based on the Qur’an verses, hadith (sayings of Prophet Muhammad), traits in Aaker’s and other Islamic brand personality models. Focus groups were used to generate a list of traits. Following this, a survey research method was used to gather data. Then, exploratory and confirmatory factor analyses were conducted on a sample of 190 Egyptian Muslim females.
Findings
This study introduces five dimensions of the Islamic apparel brand personality model, namely, simplicity, feminine, modesty, Islamic and righteousness.
Practical implications
This study contributes to the branding as well as Islamic apparel marketing literature as it is the first Islamic apparel brand personality framework. With the Islamic apparel brand personality model, Islamic apparel designers, producers and marketers can create a strong brand image, use advertising strategies effectively and ultimately attract more potential consumers.
Originality/value
The Islamic apparel brand personality model being the first of its kind is significant for the Islamic apparel industry. It reflects dimensions that are supported by the Quran and hadith and therefore suits the Muslim customer market.
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Ijaz Ul Haq and Fiorenzo Franceschini
The purpose of this paper is to develop a preliminary conceptual scale for the measurement of distributed manufacturing (DM) capacity of manufacturing companies operating in…
Abstract
Purpose
The purpose of this paper is to develop a preliminary conceptual scale for the measurement of distributed manufacturing (DM) capacity of manufacturing companies operating in rubber and plastic sectors.
Design/methodology/approach
A two-step research methodology is employed. In first step, the dimensions of DM and different levels of each dimension have been defined. In second step, an empirical analysis (cluster analysis) of database firms is performed by collecting the data of 38 firms operating in Italian mould manufacturing sector. Application case studies are then analyzed to show the use of the proposed DM conceptual scale.
Findings
A hyperspace, composed of five dimensions of DM, i.e. manufacturing localization; manufacturing technologies; customization and personalization; digitalization; and democratization of design, is developed and a hierarchy is defined by listing the levels of each dimension in an ascending order. Based on this hyperspace, a conceptual scale is proposed to measure the positioning of a generic company in the DM continuum.
Research limitations/implications
The empirical data are collected from Italian mould manufacturing companies operating in rubber and plastic sectors. It cannot be assumed that the industrial sectors in different parts of the world are operating under similar operational, regulatory and economic conditions. The results, therefore, might not be generalized to manufacturing companies operating in different countries (particularly developing countries) under different circumstances.
Originality/value
This is first preliminary scale of its kind to evaluate the positioning of companies with respect to their DM capacity. This scale is helpful for companies to compare their capacity with standard profiles and for decision making to convert the existing manufacturing operations into distributed operations.
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Samppa Kamara, Ahmad Arslan and Desislava Dikova
The current chapter is one of the first studies to specifically address the role of civil society organisations (CSOs) for entrepreneurship development in the disadvantaged…
Abstract
The current chapter is one of the first studies to specifically address the role of civil society organisations (CSOs) for entrepreneurship development in the disadvantaged context of Sierra Leone. It highlights the important role of CSOs in the petty trading (disadvantaged) entrepreneurial ecosystem. Based on qualitative analysis of interviewers undertaken with two CSOs and three entrepreneurial firms from disadvantaged backgrounds, our findings offer interesting insights into this phenomenon. The authors find that in the context of disadvantaged entrepreneurship development, CSOs are seen as more trustworthy by the general population than the government (public bodies). The government, through the national youth commission, also tried to collaborate with CSOs regarding entrepreneurial skills development in disadvantaged entrepreneurs. The findings further reveal that despite the appreciation of the role of CSOs for disadvantaged entrepreneurship development by public authorities in recent years, they still face many bureaucratic hurdles and delays in operations. Finally, our chapter reveals several dynamics associated with skills and competencies development in disadvantaged entrepreneurship in the Sierra Leone-specific context, where skills such as basic business planning, livestock handling, and financial management emerge as being highly useful.
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Zia Ul Islam, Qingxiong (Derek) Weng, Zulqurnain Ali, Usman Ghani, Ataullah Kiani and Rana Muhammad Naeem
This study examines the associations among specific personality traits, job search strategies (JSSs) and job search outcomes.
Abstract
Purpose
This study examines the associations among specific personality traits, job search strategies (JSSs) and job search outcomes.
Design/methodology/approach
Time-lagged data (three-waves) were collected from 528 Chinese graduating students. Structural equation modeling (SEM) was used to test the proposed hypotheses.
Findings
The results revealed a positive association between conscientiousness and both a focused job search strategy (FJSS) and an exploratory job search strategy (EJSS). Neuroticism was positively related to a haphazard job search strategy (HJSS), but negatively associated with both a FJSS and an EJSS. Moreover, FJSS and EJSS were positively related to both the number of job offers (NJOs) and the number of satisfied job offers (NSJOs). However, compared with FJSS, EJSS explained more variance in NJOs but less in NSJOs. Additional analysis showed a significant positive association between conscientiousness and job search intensity (JSI), but no significant relationship between neuroticism and JSI. JSI had significant associations with both NJOs and NSJOs. Further, FJSS and EJSS mediated the association between focal personality traits and both NJOs and NSJOs. Additionally, JSI also mediated the association between conscientiousness and both NJOs and NSJOs.
Originality/value
Previous research has confirmed that JSSs (Stevens and Turban, 2001) are consequential for important job search outcomes. However, whether fresh job seekers are predisposed to the use of JSSs is yet to be explored. This study adds to the job search literature by filling this void.
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Ana Carolina Ferreira Costa, Fernando Capelo Neto, Maximilian Espuny, Aglaé Baptista Torres da Rocha and Otávio José de Oliveira
Small and medium-sized enterprises (SMEs) are fundamental to the socioeconomic development of a country or region. They directly contribute to increasing employment generation and…
Abstract
Purpose
Small and medium-sized enterprises (SMEs) are fundamental to the socioeconomic development of a country or region. They directly contribute to increasing employment generation and improving income distribution. Despite the importance of SMEs, there are still opportunities for developing works that support and guide SMEs to use digital technologies, especially to digitalize their customer service. Therefore, this work aims to propose drivers containing recommendations for developing and improving the digitalization of customer service in SMEs.
Design/methodology/approach
This work uses a qualitative approach to systematize the main SMEs' characteristics and identify the boosting elements of the digitalization of customer service in the scientific literature. To this end, the authors conducted a content analysis of the most influential empirical and theoretical articles on the theme published from 2016 to 2021 in the Scopus database.
Findings
This work identified 38 boosting elements of the digitalization of customer service based on the scientific literature. These elements were grouped into six drivers for developing and improving the digitalization of customer service. The drivers contain recommendations that were adapted for SMEs according to their characteristics and based on the experience of the authors of this work.
Originality/value
This work contributes to promoting socioeconomic development, providing important solutions for managers and owners of SMEs to improve their customer service. The proposed drivers support and encourage the use of digital technologies for developing and improving customer service, overcoming the challenges of digitalization in these companies. Thus, SMEs will be able to increase the satisfaction of their customers and improve their competitiveness.
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Rakibul Hasan, Scott Weaven and Park Thaichon
Artificial intelligence (AI) is shifting the way of how customers interact with organisations by blending both physical and digital environments, thereby creating a new paradigm…
Abstract
Artificial intelligence (AI) is shifting the way of how customers interact with organisations by blending both physical and digital environments, thereby creating a new paradigm of customer-organisation relationship. The new relationship boundary driven by AI principally challenges as well as creates opportunities for relationship marketing theories and practices. The main objective of this chapter is to present a framework named ‘physical-digital space’ to demonstrate how AI can merge the physical and digital world. To broaden the understanding, this chapter uses the lens of customer experience in relationship marketing. The framework extends the existing understanding and provides managerial implications on how an organisation can develop strategies so that a customer consciously or subconsciously develops a positive relationship with the organisation.
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Miju Choi, Youngjoon Choi, Seongseop (Sam) Kim and Frank Badu-Baiden
This study aims to compare the effect of barista type (human vs robot) on perceived safety and examine the role of two moderators (mask-wearing and coronavirus vaccination) on the…
Abstract
Purpose
This study aims to compare the effect of barista type (human vs robot) on perceived safety and examine the role of two moderators (mask-wearing and coronavirus vaccination) on the effects of barista type on perceived safety and visit intention.
Design/methodology/approach
The research design consists of three studies. Three experiments were sequentially designed and conducted to address research questions.
Findings
Study 1 found that perceived safety mediates the effect of barista type on customers’ visit intention. Study 2 revealed that the mask-wearing of human and robot baristas differently influences perceived safety. Study 3 showed that customers, especially where robot baristas are used, perceive the effect of mask-wearing differently depending on their coronavirus vaccination status.
Research limitations/implications
Given that the levels of restrictions vary worldwide, together with the extent of countries’ vaccination rollouts, caution is required when generalising the research findings.
Practical implications
The findings have practical implications for the hospitality industry, where the roles of face masks and coronavirus vaccines in shaping consumer psychology and behaviour have been underexplored.
Originality/value
Coronavirus vaccination is considered one of the most important driving forces for the recovery of hospitality businesses. As a heuristic-systematic model postulated, this study identified that vaccination status (fully vaccinated vs not vaccinated) changes the level of involvement when customers assess the level of risk in service environments. By pinpointing the function of service robots in safeguarding customers from the potential spread of the disease, this study broadens the scope of human–robot interaction research in hospitality.
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Rakibul Hasan, Park Thaichon and Scott Weaven
The main objective of this chapter is broadening the understanding of anthropomorphic artificial intelligence (AI) (e.g. avatars, humanoid robots, chatbots) in both physical and…
Abstract
The main objective of this chapter is broadening the understanding of anthropomorphic artificial intelligence (AI) (e.g. avatars, humanoid robots, chatbots) in both physical and digital environments. The chapter strives to demonstrate how organisations can curate relationship marketing and enhance customer experience by employing anthropomorphic AI. To achieve this, the chapter extends existing understanding in three ways. First, it explains the interconnectivity between relationship marketing and customer experience. Second, it presents anthropomorphic AI along with its different characteristics and technologies. Third, it offers some real-life uses cases and examples of such AI drawing from practical insights into five selected industries. Overall, the chapter provides some food of thoughts concerning the successful application and deployment of anthropomorphic AI in marketing practices.
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Consumers are increasingly shopping online, and they want reliable and trustworthy information about the quality of goods and all members of the distribution chain. Blockchain and…
Abstract
Consumers are increasingly shopping online, and they want reliable and trustworthy information about the quality of goods and all members of the distribution chain. Blockchain and gamification are two technologies that can drive digital transformation across various industries. The current study investigates the application of blockchain and gamification in emerging modern markets. Gamification is a viable method for familiarising individuals with blockchain technology. It is an example of an idea that might be utilised to build a setting as a bargaining strategy. The goal of this research is to investigate how gamification components might be used to engage individuals in blockchain technology and foster a positive attitude towards future use. In this review article, we did a thorough study of the research articles published between 2018 and 2023 on various web search engines for scholarly literature and academic resources. This comprehensive review investigates the incorporation of blockchain technology and gamification in emerging markets. Blockchain, known for its decentralised and secure nature, has the potential to transform a wide range of industries, including marketing. Similarly, gamification has grown in favour as a method of engaging and motivating customers. Marketers may use the benefits of both approaches to build unique and effective marketing campaigns by integrating blockchain and gamification. This review focuses on the digital transformation with focus on major concepts, benefits, problems and real-world applications of using blockchain and gamification into modern marketing techniques in emerging markets.