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Article
Publication date: 11 September 2024

Shing-Wan Chang and Gabriel Alexander Dos Santos Berwanger

Drawing upon the service-dominant logic (S-D logic) and elaboration likelihood model (ELM), this paper provides an integrative model to investigate how argument quality and source…

123

Abstract

Purpose

Drawing upon the service-dominant logic (S-D logic) and elaboration likelihood model (ELM), this paper provides an integrative model to investigate how argument quality and source credibility of CSR communication affects customer value co-creation behavior, resulting in increased brand trust. Additionally, it unveils how brand trust and the perception of COVID-19 risk influence both brand love and subjective well-being.

Design/methodology/approach

The data of this study were collected through survey questionnaire from 304 coffee shop customers using convenience sampling and tested using the partial least squares structural equation modeling (PLS-SEM) technique to validate its model.

Findings

The research findings confirm the positive association between source credibility and customer value co-creation (i.e. customer participation and citizenship behavior). By contrast, argument quality is revealed to have a significantly positive effect on customer citizenship behavior (CCB) but a non-significant effect on customer participation behavior (CPB). Additionally, the study identifies that customer value co-creation behavior significantly promotes brand trust. Finally, findings indicate that brand trust and the perception of COVID-19 risk significantly influence brand love and subjective well-being.

Originality/value

This study contributes to the literature on CSR communication and S-D logic and provides new insights for marketers and advertisers to manage brands in the post-pandemic scenario through CSR communications. Furthermore, this study theoretically extends the ELM model to the CSR communication research. Finally, this study expands the relevant literature by clarifying the relationships between the perception of COVID-19 risk, brand love and subjective well-being.

Details

Corporate Communications: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 13 March 2017

Shing-Wan Chang and Shih-Heng Fan

The purpose of this paper is to examine the determinants of continuous brand-customer relationship via company-hosted social networking sites (SNSs). Factors that influence fans…

4236

Abstract

Purpose

The purpose of this paper is to examine the determinants of continuous brand-customer relationship via company-hosted social networking sites (SNSs). Factors that influence fans to continue using fast-fashion brands’ Facebook fan pages and to maintain the brand-customer relationship are discussed first. Subsequently, the predictors of fans’ engagement and affective commitment to a fast-fashion brand are examined with the aim to explore the key elements that nurture the brand-customer relationship via brands’ SNSs.

Design/methodology/approach

A quantitative research was conducted and the structural equation modelling was used to test the hypotheses on a sample of 202 fast-fashion Facebook fan page users in Taiwan.

Findings

The results demonstrate that engagement, affective commitment and continued intention to use are predominantly influenced by, in turn, social interaction tie, content value and affective commitment.

Research limitations/implications

The study is limited because it investigated the fast-fashion fan page users in an Asian country, so the findings cannot be generalised to other contexts.

Practical implications

The findings suggest that fan page managers’ initiation and involvement in conversations, frequent responses, listening to fans’ opinions and improving fans’ experiential value may facilitate them to engage in the brand’s activities at a higher level.

Originality/value

The findings of this integrated model suggest managerial guidelines for brand managers in this industry regarding how to maintain the brand-customer relationship through social media strategy and how they contribute to theory building in continuance intention of SNSs.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 15 November 2024

Martina Topic

149

Abstract

Details

Corporate Communications: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1356-3289

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