Service Brand Research Articles

THE CONSUMERS PERCEPTIONS OF EMPLOYER AND SERVICE BRAND EQUITY’S: THE EXPLORATORY AND CONFIRMATORY FACTOR ANALYSIS

While the traditional components of employer brand equity are applied in the context of an organization’s employees, this study sought to assess a hitherto unexplored context – the extent to which employer brand equity impacts on consumers of an organization’s service brand rather than the target audience. The two research objectives were: 1) to identify the specific dimensions of both employer and perceived service brand equities 2) to assess the relationship between them and consumer behavioral intentions. The study was based on quantitative data of 526 respondents, using both Exploratory (EFA), Confirmatory factor analysis (CFA) and structural equation modelling (SEM). The findings confirmed the 3 (employer brand image, reputation, and awareness) and 4 (service brand image, perceived quality, service brand awareness, brand loyalty) factors of employer and service brand equities respectively. The study revealed the employer brand equity significant relationship with service brand equity, but the lack of direct effect on consumers’ behavioral intentions. The research is novel as it assesses the employer brand equity’s impact not only on the service brand’s overall perceived equity, but also on consumers’ behavioral intentions, by examining the impact on two different groups (existing and potential service brand consumers).

Understanding customer brand engagement through service environment: a multilevel analysis

ABSTRACT Customer brand engagement (CBE) is acknowledged as a top research priority, although little remains known concerning the interface of CBE and individual/organizational variables, thus, examined in this study. Replying this gap, ground on relationship-marketing-theory and social-exchange-theory, this study develops and tests a proposed research-framework of organizational-based factors (i.e. service-environment) as well as individual-led factors (i.e. CBE) towards hospitality service brands. We also examine moderating interaction effect of brand-reputation in proposed model. To test our model, data of hotel respondents was gathered by adopting confirmatory-factor-analysis and hierarchical-linear-modeling, which considers organizational- and individual-based factors. The study verified that service-environment and customer-brand-experience have positive effects on customer brand engagement. It is discovered that CBE enhances brand-relationship-quality along with brand equity. Findings substantiated CBE’s mediation effect amongst modeled links. Results also corroborated brand-reputation’s interaction/cross-level effect between the proposed factors. This article offers important implications for both theory and practice.

High street banking on the app: branding strategies of traditionally-driven neobanks

PurposeSeveral high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven neobanks (TDNBs). These TDNBs are considered a form of brand extension, representing the increased complexity of branding banks and financial institutions. This study explicitly addresses the branding strategies employed by TDNBs.Design/methodology/approachThis study has adopted a case study research design, using a multi-stage data collection strategy. Initially, interviews were conducted with bank managers, followed by interviews with customers. Later, user-generated content was extracted through verified reviews from the app store. Subsequently, these three strands of data were thematically analysed and triangulated, in order to gain a holistic understanding of the branding strategies used by TDNBs.FindingsThree key themes emerged regarding the branding strategies of the TDNBs: aligning with the parent brand, reinforcing the digital experience, and enhancing the brand image.Research limitations/implicationsThis study contributed to the growing body of research on marketing, branding, and digital transformation of bank services. As more traditional banks are exploring opportunities to pivot and explore other fintech options, this study offers significant insights that will help in managing brand experience and promotion across customer journeys in the banking sector.Practical implicationsThis study contributes to the growing body of research on marketing, branding, and digital transformation of bank services. Even as more traditional banks explore opportunities to pivot as well as other fintech options, this study offers significant insights to help manage brand experience and promotion across customer journeys in the banking sector.Originality/valueWhile previous studies on banking and financial services have concentrated on traditional retail and high street banks, there is a need for a greater understanding of the brand positioning of digital banks, especially those created by traditional banks.

Raving Fans or Silent Critics? Brand Service Recovery’s Impact on Positive eWOM

Brand Service Recovery Strategies (BSRS) have garnered significant attention due to their transformative potential in traditional business practices. However, the precise influence of BSRS on fostering positive Electronic Word of Mouth (eWOM) remains inadequately elucidated within the academic literature. Most scholarly investigations have tended to adopt either a theoretical perspective or have overlooked intermediary factors, particularly the role of consumer attitudes toward the brand. Drawing upon the Social Exchange Theory, this study presents an empirical model that seeks to examine whether consumer attitude toward the brand mediates the relationship between BSRS and positive eWOM. Based on survey data from 292 Executive MBA students in a large Chinese university, our study confirms that BSRS strongly impact consumer attitudes, leading to increased positive eWOM. Additionally, we discover that consumer power plays a moderating role, highlighting its contextual importance in this relationship. This study provides vital practical insights for businesses, emphasizing the need for comprehensive strategies involving BSRS, fostering positive consumer attitudes, active eWOM engagement, tailored approaches for consumer power, and ongoing adaptation to customer feedback, all contributing to improved brand perception and customer satisfaction in today’s business environment.

한국 시장 진출을 위한 해외 OTT 스트리밍 플랫폼 서비스 전략 연구

With the increase of OTT streaming services, OTT streaming service brands have also emerged in the domestic market and gained huge competitiveness in the service market. Focusing on Disney+, the emerging OTT streaming service brand that ranks No. 1 in China, and Netflix, which ranks No. 1 in the domestic OTT streaming service market, additional analysis was conducted on the original content, price strategy, consumer base, etc. of the two streaming media services. and consideration. Research conclusion: First, OTT streaming services need to understand the usage time of each target user. Second, in terms of providing original content, recommendations and classifications are made based on the age and taste of the target customer group. Pricing should adopt market-oriented pricing methods to play a price-balancing role for each country.

외식브랜드의 친환경 경영활동이 지각된 품질, 브랜드 이미지 및 브랜드 충성도에 미치는 영향

This study was conducted on consumers who had purchased from eco-friendly coffee shops. We wanted to find out how the eco-friendly management activities of restaurant brands affect customers’ perceived quality, brand image, and brand loyalty, focusing on coffee shops. As attributes for measuring eco-friendly management activities, they were defined as eco-friendly ingredients, eco-friendly services, and contributions to the local community. For empirical analysis, the survey was conducted for customers who had purchased or used eco-friendly food service brands. Of the collected questionnaires, 515 valid samples were analyzed using SPSS 25.0 and AMOS 25,0 statistical programs. The empirical analysis results of this study are as follows. First, it was found that the eco-friendly management activities of coffee shops had a significant positive (+) effect on the perceived quality. Second, it was found that the eco-friendly management activities of coffee shops had a significant positive (+) effect on the brand image. Third, it was found that the eco-friendly management activities of coffee shops have a positive effect on brand loyalty. Fourth, perceived quality was found to have a very significant positive (+) effect on brand loyalty. Fifth, a causal relationship was identified in which brand image was very positive for brand loyalty. Therefore, it can be said that the hypothesis presented in this study has been sufficiently proven.

Basics of brand building in the banking industry

This article explores the fundamentals of brand building in the banking industry, emphasizing the increasing importance of brand management in a globalized and competitive market. The study delves into the theoretical and practical aspects of brand formation, drawing on insights from scholars such as K. Keller, D. Aaker, and others. It highlights the role of relationship marketing strategies in cultivating customer loyalty and underscores the significance of employees in brand building, particularly in the retail banking sector.
 The research reveals that service quality is a critical factor influencing customer satisfaction and loyalty, with a specific focus on electronic banking services. It discusses the challenges in building and promoting bank brands, including attracting consumer attention, promoting recall, and creating lasting relationships. The article also addresses the evolving landscape of the banking sector, emphasizing the impact of technology integration and heightened competition.
 Corporate image and reputation emerge as key elements in ensuring sustainable business growth, with a positive image contributing to customer retention and loyalty. The study underscores the importance of factors such as reliability, quality, customer orientation, social responsibility, and ethical business conduct in shaping a bank's corporate reputation. Additionally, the article explores the complex nature of service branding in the financial sector, particularly in retail banking, and the challenges associated with valuation and risk assessment.
 The quality of services, especially in electronic banking, plays a crucial role in customer satisfaction, loyalty, and retention. The article highlights the significance of meeting customer expectations and the role of emotional associations in shaping perceptions of service quality. It discusses the impact of trust on customer behavioral intentions, emphasizing the importance of security and risk considerations in electronic banking services.
 In conclusion, the article provides insights into the multifaceted dynamics of brand building in the banking industry, shedding light on the interconnectedness of service quality, customer satisfaction, and brand loyalty.

Effects of cause-related ads on ethical consumption: An experimental approach

Purpose: In light of the rapid proliferation of socially responsible corporate practices, this study aims to verify the effects of cause-related ads. Specifically, we seek to investigate four factors that influence the effectiveness of cause-related ads: customers' perception of cause-related ads, brand-consumer relationships, brand attachment, and loyalty.
 Design/Methodology/Approach: This study conducted a combination of experimentation and a questionnaire survey on 324 undergraduate students in an in-class setting. Pretests were performed on 100 participants to select two video ads featuring two different themes with contrasting appeals (rational vs. affective).
 Findings: The result shows that customers' perception of cause-related ads positively influenced the consumer-brand relationship. In addition, the brand-consumer relationship significantly influenced brand attachment and customer loyalty. 
 Conclusion: This result confirms that corporate social responsibility activities or cause-related ads form a favorable corporate image, resulting in a positive relationship with the company's product or service brand, repurchase or repurchase of the company's products, and positive word of mouth.
 Practical Implications: The result suggests that the formation of an amicable image with brands through attachment to corporate brands can increase corporate love and loyalty. Therefore, to create highly loyal customers, companies will need to create a favorable image through a continuous influx of socially responsible ads.

Impact of Technology in Financial Management

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Artificial intelligence service reduces customer citizenship behavior for warm brands versus competent brands

Chatbot services powered by artificial intelligence (AI) have begun to replace staff on the frontline in various industries. This research examined how AI service affects customer citizenship behavior. Drawing on emotional spillover theory, we conducted two experiments (Ns = 140 and 200). The results demonstrated there was a negative effect of AI (vs. human) service on customer citizenship behavior and identified positive emotion as the underlying mechanism of this effect (Study 1). Additionally, brand stereotypes were found to moderate the relationship between service type and positive emotions (Study 2). Specifically, the relationship became weaker for competent (vs. warm) brand service. These findings contribute to promoting customer citizenship behavior in unmanned contexts and provide insights for the application of AI services in frontline operations.

Service Brand Loyalty Antecedents: A Multimodal Analysis of Brand Name Attributes, and Attitudes Toward Services and Advertisements

The study investigates service brand loyalty antecedents as evidenced by brand name attributes and attitudes toward services and advertisements. Print advertisements from ten service industries are analyzed using multiple regression. A model is provided examining the influences of service type, brand name attributes, and attitudes toward the services and advertisements on respondent propensity for service brand loyalty. Significant loyalty resulted with all advertisements for attitudes toward the service provided and the advertisement with exception for airlines. Brand name attributes impacted only four services including design, healthcare, insurance, and airline offerings. Across all industries, service attitude had the greatest effect followed by advertisement attitude. Loyalty for design and insurance services was influenced by all three antecedents with the greatest impact demonstrated for health care. In contrast, airlines exhibited the least effects. Services rated as good or likeable, with brand names that sent a message and explained the service, and whose advertisements evoked useful and informative attitudes were the strongest loyalty indicators. Further insight is gained as tailored advertising strategies across industries with recognition for specific service types are recommended. A one-size standardized approach is not effective as service type is proven to have significant impact on brand loyalty. The model findings provide comprehensive support for prior recognition of service type and identified service advertisement antecedents which will then foster increased service brand loyalty.

Services Marketing Mix Efforts from Service Brands: Smile Laundry

The purpose of this research is to identify service marketing mix decisions (7P-product/service, place, promotion, price, people, process and physical evidence) in service businesses. The importance of the service marketing mix in creating the smile laundry service brand has received little attention in the literature. In this paper, an example of a smile laundry case is presented. The case study was conducted using secondary data obtained from smile laundry reports and by conducting semi-construction interviews with smile laundry owners and employees. Due to the company's reputation and operations, this is the case

Exploring the longevity of global foodservice brands; top CEO’s reveal how their companies have survived and thrived for over 50 years

As a global study on prominent foodservice brands, the study focuses on longevity challenges facing the industry. Few startups manage to withstand and thrive within the industry for longer than a decade. The research collects data from three prominent foodservice firms with global recognition namely, Burger King, Paul Bakery, and Starbucks. The particular study is unique in its utilization of prominent leaders with the given companies and focusing on exploring and identifying the effective strategic methods associated with longevity. More so, the journal uses a multiple-case, multiple-unit case approach to examine the data within each situation and across numerous situations. The results revealed a strong connection between business longevity and the following variables namely organizational culture, technology and innovation, leadership, and organizational strategy. Conclusively, the findings call for the creation of a cultural pseudo-community around firms and customization of leadership techniques and organizational strategies.

The Analysis of the Differentiation Strategy as Marketing Strategy of Haidilao

Haidilao has been in the leading position in the industry by virtue of its unique service approach. This paper evaluates the impact of the marketing strategy of differentiated services on consumers. To determine the pain points, mental activities, emotional changes, and behaviors of consumers during the dining process.The paper cite the marketing models of two brands for comparison.Haidilao's differentiated marketing model is more conducive to consumer repurchase than the experiential and celebrity effect marketing model. Haidilao has captured the hearts of most consumers in brand service concept, and the differentiation services helps to increase consumer loyalty.But small stores and high prices compared to competitors become the main threats. Through the stp analysis method, it was found that Haidilao is targeting the middle and high-end consumers among young people, both service and product are crucial factors to achieve success. With the change of time, consumers will feel no privacy because of the overly attentive service.The brand should maximize the use of modern technology for digital marketing and media outreach. This result could help Seabed establish a stronger foothold in the restaurant industry in the future and develop an optimal marketing strategy that takes into account consumer needs first.

Trust Level, Quality, and Service Brand Preference its Influence on Interest in Saving: A Case Study at a Village Credit Institution in Bali

The purpose of this study was to determine and analyze the influence of the level of trust, quality of service and brand preference on interest in saving at a Village-level financial institution in Bali. The data collection technique used a questionnaire to 170 customers or the Kelan Traditional Village community. Data were analyzed using Structural Equation Modeling (SEM) with the AMOS version 22 program. This study managed to find a significant positive effect between the level of trust in brand preference; there is a pattern of positive and significant influence between the quality of service to brand preference; there is an opinion that there is a significant positive effect between the level of trust in the public's interest in saving; found a positive and significant influence of service quality on the intention to save, there is a positive and significant influence between brand preference interest in saving.

The central role of consumer–brand engagement in product and service brand contexts

AbstractThis paper examines key relational drivers and brand outcomes of consumer–brand engagement (CBE) in smartphone (product) and social media (service) brand contexts. The study utilised structural equation modelling to analyse data collected from 503 smartphone owners and 491 social media users through online surveys. The findings show that, in both brand contexts, brand trust, self-expressive brand, and brand interactivity influence CBE. Furthermore, CBE positively influences brand evangelism and consumer-based brand equity. The mediating role of CBE is also reported. The findings imply that developing consumer relationship management (CRM) initiatives that generate brand trust, self-expressive brand, and brand interactivity, will lead to consumers having mutually rewarding and interactive relationships with the brand, leading to favourable brand outcomes. The paper contributes theoretically and contextually by testing an S-D logic-informed conceptual model that explains the important role of CBE in interrelating with important relational concepts in two contexts.

Pengaruh Konten Marketing Terhadap Minat Beli Pengguna Tik Tok Shop

In marketing communications there is a marketing mix, one of which is promotion. Content marketing is said to be a marketing strategy by creating or creating content that is solicitation with the aim of providing information to potential customers. With a good and appropriate content marketing strategy then create a positive and good image for a product or service brand in order to attract buying interest from target consumers. This study used the Disproportionate Stratified Random Sampling technique (stratified random disproportionate sampling), with the target of students of the Social and Political Faculty of Balitar Blitar Islamic University, a total population of 140 students and a sample of 136 students. Data collection techniques were field observations, literature studies and questionnaires. The results of the research from various tests that have been carried out on 140 respondents to answer the statements that have been submitted, in this study there is a conclusion that the relationship between Marketing Content (X) and Purchase Intention (Y) has a positive or significant effect.

The impact of service robots on consumer response: Examining the roles of consumers' service expertise and technology expertise

AbstractService robots as an example of service innovation has been of great interest to researchers as it could produce greater value‐in‐use for consumers during service encounters. However, the question of how and why service robots may affect consumers remains inadequately understood. Leveraging service‐dominant logic and the heuristic‐systematic model, Study 1 examines the impacts of service innovation types on brand equity and the moderating role of consumer expertise. Study 2 explores whether cognitive and emotional trust can bridge the underlying mechanism. We find that consumers with higher levels of service expertise rate firms with supportive innovation (vs. interactive innovation) higher in brand equity. On the other hand, service novices rate firms with both types of service innovation similarly. Emotional trust significantly mediates the effect mentioned above. In addition, consumers with high technology expertise will better recognize firms' service innovation efforts regardless of innovation type. Our findings extend the service innovation literature by demonstrating how individual‐level factors such as consumer expertise help explain the relationships between various types of service robots and consumer response. Moreover, we reveal the importance for service brands to invest in different service robots based on target groups and build emotional trust with consumers.

Enhancing Social Media Engagement for Logistics Services Branding

Enhancing Social Media Engagement for Logistics Services Branding

Influence of Celebrity Credibility on Perceived Brand Trust Study on Multinational Mobile Service Brand in Bangladesh

Celebrity credibility is a vital marketing practice across the world whilst it finds challenges to get effective results as per the cluttered marketing atmosphere. In fact, the cost and risk engaged with celebrity endorsement had been referred in many empirical studies highlighting researchable issues. Celebrity acts as credibility communication sources for marketing awareness, creating brand image and building brand via spreading message with fans. Celebrity commits for brands to reach out across the countries. The influence of celebrity credibility on perceived brand trust is a curial matter for brand to meet desired response within the market. Celebrity is the national and international level of pride to spread information about the products to end the customer end. Celebrities are used as a credible source to educate and motivate customer to get aware or actively participate in disaster management activities. This paper examined these issues based on a sample of students via a quantitative survey method to study how celebrity credibility influences perceived brand trust on multinational mobile service in Bangladesh. Hypotheses were formed on how celebrity credibility influences on brand trust. A size of 200 samples was contacted for the survey. SPSS-23 software was executed in testing the hypotheses. Results verified the significance of the influence of celebrity credibility on perceived brand trust in multinational mobile services in Bangladesh.