Hoang Tran Phuoc Mai Le, Tianbao Ren and Jungkun Park
This paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial…
Abstract
Purpose
This paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial, functional, individual and social attributes), parent brand loyalty and the willingness to pay for a premium extended brand. Moreover, the moderating effect of self–brand integration on the influences in the model is examined.
Design/methodology/approach
Data were collected in two countries, the USA (n = 535) and China (n = 511), through an online survey. Structural equation modeling and a multi-group analysis were used to analyze the data.
Findings
The results show that perceived quality and premium brand authenticity are two important predictors of perceived value. The relationships among perceived value, parent brand loyalty and willingness to pay for an extended premium brand were significantly supported. In addition, self–brand integration was found to moderate the relationship between perceived value and loyalty to the parent brand.
Practical implications
Wine marketers and managers can use recommendations to establish effective brand extension strategies to help the industry know what essential characteristics of a parent brand to focus on and maintain sustainable development through the customer–extended brand relationship.
Originality/value
Previous researchers have discussed wine consumption behaviors or branding strategies. By limiting combining two theories (flow theory and the theory of planned behavior), this paper proposes a chain of behaviors to optimize customer experience to develop a brand extension strategy based on key characteristics of the parent brand.
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Tianbao Ren, Hoang T.P.M. Le and Jungkun Park
This study aims to investigate determinants such as performance expectancy (PE), health beliefs (HB), technological compatibility, trust and social influence (SI) of customers'…
Abstract
Purpose
This study aims to investigate determinants such as performance expectancy (PE), health beliefs (HB), technological compatibility, trust and social influence (SI) of customers' efforts to cope with problems associated with using wearable health technology, thereby determining their use intention of such products. The moderating effect of the demographic variables is also investigated.
Design/methodology/approach
An online survey was used to collect panel data from 285 respondents in China. Structural equation modeling was used to test the hypotheses, and interaction moderation was applied to test the moderating effect of the demographic variables.
Findings
The results show that HB, technological compatibility, trust and SI significantly impact coping efforts associated with usage, which significantly influences intention to use. Only income significantly moderated the effect of coping efforts on the intention to use.
Originality/value
This is the first study combining coping theory and UTAUT to develop a model of drivers that encourages customers to overcome the constraints of using wearable technologies.
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Hyowon Hyun, Jungkun Park, Tianbao Ren and Hyunjin Kim
The purpose of this paper is to establish a framework for millennials’ museum visiting behaviour and to explore the moderating effects of aesthetics and ambience for visiting art…
Abstract
Purpose
The purpose of this paper is to establish a framework for millennials’ museum visiting behaviour and to explore the moderating effects of aesthetics and ambience for visiting art museums. This study uses the Stimulus–Organism–Response (S–O–R) model (Mehrabian and Russell, 1974) in order to confirm the relationship among variables.
Design/methodology/approach
The data were collected using online surveys from millennial art museum visitors who had visited a museum within three months. In all, 287 responses were collected. Structural equation modelling was used to analyse the model.
Findings
Korean millennial visitors pursue hedonic value rather than utilitarian value when they visit art museums. It turns out that hedonic value accelerates visitor satisfaction and promotes visitor loyalty more than utilitarian value in the art museum setting. Both ambiance and aesthetics play stimulating roles in the art museum context and moderate the relationships among visitor-perceived value, satisfaction and loyalty. Utilitarian values are identified as unimportant elements for young Korean museumgoers.
Practical implications
Ambiance and aesthetic factors play important roles in promoting art museum visits. An art museum may elevate its atmospheric factors by emphasising the visit’s fun value (i.e. hedonic value) for millennials.
Originality/value
This study expands on previous studies concerning conceptualization of multidimensional constructs of millennials’ value for experience of arts museums in terms of aesthetics and ambiance. The results also confirm the value of the S–O–R framework in an art museum context.
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Yang Li, Zhixiang Xie, Yaochen Qin and Zhicheng Zheng
This paper aims to study the temporal and spatial variation of vegetation and the influence of climate change on vegetation coverage in the Yellow River basin, China. The current…
Abstract
Purpose
This paper aims to study the temporal and spatial variation of vegetation and the influence of climate change on vegetation coverage in the Yellow River basin, China. The current study aimed to evaluate the role of a series of government-led environmental control projects in restoring the ecological environment of the Yellow River basin.
Design/methodology/approach
This paper uses unary linear regression, Mann–Kendall and wavelet analyses to study the spatial–temporal variations of vegetation and the response to climate changes in the Yellow River, China.
Findings
The results showed that for the past 17 years, not only the mean annual increase rate of the Normalized Difference Vegetation Index (NDVI) was 0.0059/a, but the spatial heterogeneity also yields significant results. The vegetation growth in the southeastern region was significantly better than that in the northwestern region. The variation period of the NDVI in the study area significantly shortened, and the most obvious oscillation period was half a year, with two peaks in one year. In addition, there are positive and negative effects of human activities on the change of vegetation cover of the Loess Plateau. The project of transforming cultivated land to forest and grassland promotes the increase of vegetation cover of the Loess plateau. Unfortunately, the regional urbanization and industrialization proliferated, and the overloading of grazing, deforestation, over-reclamation, and the exploitation and development of the energy area in the grassland region led to the reduction of the NDVI. Fortunately, the positive effects outweigh the negative ones.
Originality/value
This paper provides a comprehensive insight to analysis of the vegetation change and the responses of vegetation to climate change, with special reference to make the planning policy of ecological restoration. This paper argues that ecological restoration should be strengthened in areas with annual precipitation less than 450 mm.