Purpose Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents outcomes of consumer in app context. Design/methodology/approach A developed which branded context are examined. Data collected from 228 users were analyzed using PLS-SEM. Findings The results confirm that hedonic motivation positively associated attachment. Nevertheless,...

Purpose This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships social media. Design/methodology/approach The conceptual is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and fit are also used give more insights into analytical process. Findings Data from show that positively related...

ABSTRACTMany times, branded apps are rarely used after consumers initially download them, raising the question of how marketers can make these more useful to consumers.To that end, although Technology Acceptance Model (TAM) has been well-documented in information systems and marketing literatures, application this theory app context is scarce. Building on TAM value co-creation research explores key functions improve brand loyalty via personalization co-creation. Data were collected from...

Purpose This paper aims to tests a conceptual model capturing the influence of personalized advertising on customer perceptions brands in social media and identifies three market segments based customers’ reactions ads. Design/methodology/approach Two studies are developed test using partial least squares structural equation modeling (PLS-SEM). Additionally, cluster analysis, multi-group analysis (MGA) serial mediation also conducted provide better insights into results. Findings The results...

This study focuses on the phenomenon of entrepreneurial private enterprises and their macromarketing implications in Vietnam—a vibrant economy transitioning from a centrally planned to current system socialist-oriented market economy. Relying writings entrepreneurship associated theoretical frameworks (including complex adaptive [CAS] perspective), especially emerging economies, this develops framework for capturing enterprises. Further, suggests that play crucial role economic well-being (a...

Purpose Collaborative consumption has caught researchers’ attention due to its rapid growth. Drawing on the causal relationship between cognition, affection and conation collaborative literature, this paper aims investigate drivers of brand loyalty revisit intentions in context Airbnb. Design/methodology/approach The data was collected from 399 Airbnb users using online survey. Partial least square structural equation modeling used test hypotheses. Mediation tests were conducted with...

Collaborative consumption has drawn the attention of both managers and researchers. However, literature focusing on antecedents outcomes brand love in collaborative is not well documented. Drawing value co-creation theory, this paper developed tested a model capturing role with data collected from Airbnb consumers. The results 380 consumers show that consumer engagement, perceived authenticity, are key drivers consumer's Airbnb. Brand then positively influences consumers' intention to...

Abstract As organizations are gradually shifting their emphasis from customer acquisition to creating engagement and participation, mobile applications serve as an important tool for encourage enhance customers’ active brand ambassadors. Previous research outlines that consumer with branded apps can lead loyalty but has yet examine the effects of on love. Building Technology Acceptance Model (TAM) consumers’ utilitarian hedonic motivations using technology, this study provides a...

The primary objectives of this exploratory paper are to test the concept market orientation adapted from related literature in education context and examine effects as a second‐order factor on university student satisfaction. revised scale, validated through analysis confirmatory analysis, constitutes good fit. Specifically, new scale is statistically positively with satisfaction, indicating that an important leads higher findings show degree which students satisfied their choice depends...

Although an increasing amount of research investigates the impact mobile apps, their influence on brand equity is still underexplored. This develops a comprehensive model to capture how utilitarian, hedonic, and social motivations enhance value-in-use attachment, which in turn improve customers' love intention purchase brand. The work bridges gap between goods- service-dominant logic perspectives provides deeper understanding multidisciplinary nature branded apps. It also generates profound...

Personalized advertisements have been increasingly employed as a marketing strategy that enables company to build strong relationship with customers. Results from two studies show perceived personalization of personalized is an essential factor stronger brand love. Specifically, this research reveals Facebook ads positively impact experience and self-expressiveness, which in turn enhances attachment This paper contributes branding literature by illustrating how strengthen consumer...

The primary objective of this study is to validate a consumer ethnocentrism scale in Vietnam on the basis existing scale, CETSCALE, proposed by Shimp and Sharma. results from student population show that revised consists two elements: affective behavioral. multidimensional structure supported exploratory factor analysis phase confirmed confirmatory phase. findings also indicate convergent validity, discriminant nomological validity are established. paper starts with literature review...

Purpose This paper aims to investigate the influence of implicit self-theories and change in CEO a firm after product failure on consumers’ preference enhanced product. Design/methodology/approach Three experiments were conducted involving scenarios. Findings Studies demonstrate that incremental theorists prefer (vs no change), whereas entity do not change. effect is mediated by perception likelihood success Furthermore, only when external internal). Research limitations/implications Future...

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding extent which task-service fit associated with influences brand attitudes. The primary research objective determine how enhances app experience and explore co-creation ultimately loyalty. Using data from 573 users we were able identify following relationships: Perceptions o-creation found influence Also, randed influenced co-creation. Finally,...