Riza Casidy Mulyanegara and Yelena Tsarenko
This paper aims to examine and compare the strength of personality and values in predicting brand preferences. It seeks to accomplish three main objectives. First, it will…
Abstract
Purpose
This paper aims to examine and compare the strength of personality and values in predicting brand preferences. It seeks to accomplish three main objectives. First, it will evaluate the strength of personality and values in predicting consumers' brand preferences. Second, it will examine whether values exercise a mediating role between personality and brand preferences. Finally, it will examine the mediating role of prestige sensitivity in influencing brand preferences.
Design/methodology/approach
The study opted to use a quantitative approach involving 251 undergraduate students as the study participants. The constructs used in the study are taken from existing scales as well as self‐developed branding scales. Structural equation modeling technique is utilised for data analysis.
Findings
The paper provides empirical insights about how personality and values together affect brand preferences. It suggests that values are indeed better predictors of brand preferences and exercise both direct and indirect effects on brand preferences through the mediating role of prestige sensitivity.
Research limitations/implications
Because of the self‐report method used for personality assessment, there may be bias in terms of the nature of respondents' personality as expressed in the questionnaire.
Practical implications
The paper suggests implications for the development of a strong brand personality which can appeal to both consumer personality and values.
Originality/value
This paper poses interesting insights and empirical evidence with regard to the predictive power of personality and values on brand preferences within a fashion context.
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The purpose of this paper is to examine the relationship between perceived brand orientation (PBO), satisfaction, loyalty, and post-enrolment communication behaviour in the…
Abstract
Purpose
The purpose of this paper is to examine the relationship between perceived brand orientation (PBO), satisfaction, loyalty, and post-enrolment communication behaviour in the Australian higher education sector.
Design/methodology/approach
Two hundred and fifty-eight questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between the constructs.
Findings
This study provides empirical evidence that PBO has a positive and significant relationship with all dependent variables. The research reveals that students' perception of a university's brand orientation is significantly related to satisfaction, loyalty, and post-enrolment communication behaviour.
Research limitations/implications
The findings may guide the key decision makers in higher education institutions to understand the importance of brand orientation in their corporate strategy to enhance satisfaction, loyalty, and positive WOM, which can be used to differentiate themselves from other institutions in the highly competitive education market.
Originality/value
Past researchers have not looked into the dynamic relationships between PBO, satisfaction, loyalty, and post-enrolment communication behaviour, and hence research is to be called for in this area. The paper is the first to examine brand orientation from the perspective of the students and provide higher education institutions with recommendations to improve service quality through brand orientation.
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Riza Casidy and Yelena Tsarenko
– The purpose of this paper is to examine the relationship between perceived benefits and church participation among regular and irregular church goers (ICG).
Abstract
Purpose
The purpose of this paper is to examine the relationship between perceived benefits and church participation among regular and irregular church goers (ICG).
Design/methodology/approach
The research incorporates a descriptive research design. In total, 564 questionnaires were completed by active and relapsed members of churches in Australia. Hierarchical regression analysis was conducted to examine the relationship between constructs.
Findings
This study provides empirical evidence that perceived spiritual and social benefits have a positive and significant relationship with church participation in both regular and ICG sample group. Perceived purpose-in-life (PIL) benefits are not related to church participation in both sample groups.
Practical implications
The findings may guide leaders of religious organisations to understand the importance of spiritual and social benefits in attracting prospective church members. The marketing message of religious organisation should therefore focus on spiritual and social appeals.
Originality/value
Past researchers have not looked into the dynamic relationships between perceived benefits and church participation among regular and irregular church members, particularly in Australia, hence research is to be called for in this area. The study provides a further empirical support for the importance of social benefits within the church settings.
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Riza Casidy, Asti Nafia Nuryana and Sri Rahayu Hijrah Hati
The purpose of this paper is to examine the relationship between fashion self-congruity (FSC), fashion consciousness (FC), and attitude towards prestige brands (ATT) among…
Abstract
Purpose
The purpose of this paper is to examine the relationship between fashion self-congruity (FSC), fashion consciousness (FC), and attitude towards prestige brands (ATT) among Generation Y (Gen Y) consumers. The study aims to expand the scope of fashion marketing research by validating the self-congruence theory within the context of Indonesian prestige brand market.
Design/methodology/approach
The paper opted for a descriptive study involving 210 undergraduate students from a top-ranked university in Indonesia. Data were collected using anonymous self-administered questionnaire. Structural equation modelling were employed to test the research hypotheses.
Findings
The study found that FC performs a full mediating role on the relationship between fashion self-congruence and ATT.
Research limitations/implications
The homogenous nature of the respondents have limited the generalisability of the findings. Future research could replicate this study using a sample of wider population.
Practical implications
The paper includes implications for fashion marketers to effectively target fashion-conscious consumers by developing a brand positioning strategy that is consistent with consumers’ self-concept.
Originality/value
This paper extends the empirical model of FC by incorporating fashion self-congruence as an antecedent of ATT. With limited academic research on Indonesian consumers in mind, this is the first empirical study to examine the antecedents of Indonesian consumers’ attitude towards prestige fashion brands.
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Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek
The purpose of this paper is to provide insight into the relationship between consumer personality traits and consumer engagement (CE) in the online brand community (OBC) context…
Abstract
Purpose
The purpose of this paper is to provide insight into the relationship between consumer personality traits and consumer engagement (CE) in the online brand community (OBC) context. This study also examines the effect of CE on consumers’ ensuing purchase intention.
Design/methodology/approach
Using a survey incorporating the Big Five model of personality, 390 responses were collected from students who were members of at least one Facebook-based OBC. Structural equation modeling was used to analyze the data.
Findings
The results reveal that extraversion represents the strongest driver of CE in OBCs, followed by openness to experience, neuroticism and agreeableness. Conscientiousness was found to be negatively related to CE. The findings also indicate a positive association between CE and purchase intention.
Practical implications
This paper highlights the ways in which marketers can capitalize on consumer personality traits and develop corresponding strategies that will not only increase CE in OBCs, but also consumers’ ensuing purchase intent for specific offerings.
Originality/value
This research is among the first to demonstrate and empirically validate insight into the ways in which consumer personality traits drive CE in OBCs. This study, thus, adds to the rapidly developing research stream on CE by exposing and empirically validating an integrated set of influential consumer personality-based antecedents of CE, and examining key ensuing outcomes of CE.