Partial Least Squares Structural Equation Modeling Research Articles

Implications of HR managers' green attitude: a study of Indian hospitality sector

PurposeThe paper examines the influence of green attitude of HR managers on the other key HRM variables in an organizational context. Specifically, the objective of the paper was to determine if HR managers’ green attitude influences the green behavior of employees in an organization, while accounting for the mediating and moderating effect of contingent variables.Design/methodology/approachData were gathered from 175 human resources managers of Indian hotels using a structured instrument and subjected to partial least squares-structural equation modeling (PLS-SEM) analysis, using SmartPLS 3.0 software.FindingsWhile the green attitude of human resource managers was found to positively influence the green behavior of employees, it was observed that the extent of green rewards played a mediating role in the relationship. Top management support was found to moderate the relationship between green attitude of human resource managers and green human resource management practices.Practical implicationsThe study identifies how green behavior of employees can be improved by focusing primarily on the green attitude of HR managers. Thus, recruiting HR managers with high green orientation, contingent on the exogenous factors mentioned in the study being considered, will result in greater pro-environment employee behavior.Originality/valueOur unique contribution was viewing greening practices in the organization through the HR managers’ lens, who are critical in implementing green practices in an organization, thus providing novel insights compared to earlier studies in the field.

Unleashing the potential of social media celebrities to promote food waste reduction in educational institutions: developing an extended model based on the value-belief-norm theory

PurposeThis study aims to provide insights into the drivers of student engagement in food waste reduction strategies in educational institutions. The proposed research model integrates social media celebrities' attractiveness, expertise and trustworthiness with the value belief norm (VBN) theory to explore their influence on students' behaviour towards food waste reduction.Design/methodology/approachThe data were collected from 417 students enrolled in public and private universities in the Riyadh and Macca regions of Saudi Arabia to evaluate the proposed model. The partial least squares-structural equation modelling (PLS-SEM) was employed to analyse the responses.FindingsThe results showed that VBN theory's components, such as values (biospheric, altruistic and egoistic), beliefs (new ecological paradigm, awareness of consequences and aspirations of responsibility) and norms significantly and positively influence food waste reduction behavioural intentions. It was also discovered from the results that social media celebrities' attractiveness, expertise and trustworthiness influence food waste reduction behavioural intentions.Originality/valueThis study contributes significantly to the literature by identifying factors influencing student engagement in food waste reduction strategies in educational institutions where limited research exists. It fills this research gap by developing a novel theoretical framework integrating social media celebrities' attributes with the VBN theory to explain these factors.

Do women have a say? A moderated mediation model's influence on the leverage policy toward corporate sustainable growth

PurposeExamining the role of women on board (WoB) toward corporate sustainable growth (CSG) through leverage policy (LP). This research also investigates the interaction effect of WoB and LP on improving CSG.Design/methodology/approachThis study uses a moderated mediation model to examine the impact of WoB on CSG, mediated by LP. Data from 48 KEHATI IDX ESG Sector Leaders Index companies observed from 2015 to 2021 were analyzed using the structural equation model partial least square (SEM-PLS) Warp.PLS 8.0. The research applies instrumental variables (IV) to test and control endogeneity due to nonrandom sample selection.FindingsWe found evidence that LP acts as a full mediator between the presence of WoB and CSG. The presence of WoB plays a moderate role by slightly weakening the influence of LP on CSG. Furthermore, we obtained evidence showing that the relationship between WoB and CSG is J-curve-shaped, a nonlinear relationship related to critical mass. Where the WoB ratio is at least 8.35% or higher, it will increase CSG in companies that have implemented the concept of environment social governance (ESG) in Indonesia.Originality/valueThis model uses a moderated mediation model and J-curve analysis; there is an interaction between WoB and LP on different paths of the mediator to CSG. This model examines the role of WoB as a moderator of the effect of LP on CSG. A nonlinear J-curve test was conducted to determine the minimum level of WoB that can influence the increase of CSG.

Consumers’ receptivity to mHealth technologies: a hybrid PLS–ANN approach

PurposeMobile health (mHealth) technologies, in particular, have been sought after and advocated as a means of dealing with the pandemic situation. Despite the obvious advantages of mHealth, which include monitoring and exchanging health information via mobile applications, mHealth adoption has yet to take off exponentially. Expanding on the unified theory of acceptance and use of technology (UTAUT) model, this study aims to better comprehend consumers’ receptivity to mHealth even after the pandemic has subsided.Design/methodology/approachThrough purposive sampling, data were collected from a sample of 345 mobile phone users and analysed using partial least squares structural equation modelling (PLS-SEM) and artificial neural networks (ANN) capture both linear and nonlinear relationships.FindingsEffort expectancy, performance expectancy, social influence, pandemic fear and trustworthiness positively influenced mHealth adoption intention, with the model demonstrating high predictive power from both the PLSpredict and ANN assessments.Research limitations/implicationsThe importance–performance map analysis (IPMA) results showed that social influence had great importance for mHealth uptake, but demonstrated low performance.Practical implicationsReferrals are an alternative that policymakers and mHealth service providers should think about to increase uptake. Overall, this study provides theoretical and practical insights that contribute to the advancement of digital healthcare, aligning with the pursuit of Sustainable Development Goal 3 (SDG 3) (good health and well-being).Originality/valueThis study has clarified both linear and nonlinear relationships among the factors influencing intentions to adopt mHealth. The findings from both PLS and ANN were juxtaposed, demonstrating consistent findings.

Family business sustainability: the impact of governance and women’s empowerment in Saudi Arabia

Due to their strong emotional interest and ownership control, family firm owners significantly influence their firm’s strategies and governance, which has consequences for their business sustainability practices. The failure to establish or maintain formal organizational structures, and adopt good governance principles, may hinder family firms in their pursuit of long-term sustainability. This study empirically investigated the impact of corporate governance on family firms’ sustainability, with women’s empowerment and culture as moderating and mediating factors, respectively. Data for the study were obtained from a sample of 126 family firms from Saudi Arabia. The study adopted the partial least squares structural equation modelling (PLS-SEM) method. The study results empirically confirmed that corporate governance is positively associated with women’s empowerment, which also assists in achieving business sustainability in family-controlled firms. The adoption of good corporate governance policies, and empowerment of women through their appointment on corporate boards operating in a supportive culture, can reinforce an organization’s mission, purpose and strategies, which can create an enabling environment for family business sustainability.

Exploring the Moderating Effect of Generational Status on the Link Between External Environment and Entrepreneurial Motivation of Indian Women Entrepreneurs

This study examines how external environmental factors affect the motivation of first- and second-generation women entrepreneurs in India, and how their generational status moderates this relationship. We used a survey design method to collect data from 459 women business owners in India, who were classified as first- or second-generation based on whether they were the first or second generation in their family to start a business. We employed the partial least-squares structural equation modelling method to test our hypotheses and evaluate our model. We found that external environmental factors, such as education and training, financial support, government policies and non-financial support, had positive effects on entrepreneurial motivation for both groups of women entrepreneurs. However, we also found that generational status had a significant moderating effect on the link between education and training and entrepreneurial motivation, but not on the other three external environmental factors. Specifically, we found that education and training influenced second-generation women entrepreneurs more strongly than first-generation women entrepreneurs. Our findings have important implications for management practice and policymaking, as well as for the literature on women entrepreneurship. We suggest that concerned authorities should develop differential strategies for first- and second-generation women entrepreneurs, taking into account their different responses to external environmental factors. We also suggest that future research should explore other internal and external environmental factors that might interact with generational status or other variables to shape women entrepreneurs’ motivation.

Am I Safe at My Educational Place? Creating Secure and Sustainable Urban Learning Spaces Through Green Infrastructure and Ecological Education

Green infrastructure has become a critical part of society for environmental sustainability. Students studying in public urban spaces seem less satisfied with their living standards and environmental conditions. This research aims to determine the impact of perceived danger in urban public spaces, green infrastructure, and ecological education on student satisfaction. Additionally, this study considers the moderating effects of ecological education and green infrastructure. Data were collected from 350 students at public schools and colleges. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method was used for data analysis. The study found a significant direct relationship between perceived danger in urban public spaces, green infrastructure, ecological education, and student satisfaction. Moreover, the moderating effects of green infrastructure and ecological education are significant in increasing student satisfaction. This research is based on a novel idea and contributes a newly developed model to the body of knowledge on student satisfaction and ecological education. The research has both theoretical and practical implications for improving student satisfaction through ecological education and green infrastructure. The limitations of this research are described, along with future directions to guide researchers in their future studies.

The role of employee empathy in forming brand love: customer delight and gratitude as mediators and power distance belief as a moderator

Purpose This study explores the influence of employee empathy on brand love, which subsequently affects customer advocacy, willingness to pay more (WTPM) and tolerance of failure. Additionally, it investigates the mediating role of customer delight and gratitude in connecting employee empathy with brand love and the moderating effect of power distance belief (PDB) between employee empathy and customer delight and gratitude.Design/methodology/approach A total of 751 usable data were gathered through scenario-based online surveys within a hotel context. The proposed conceptual model used Partial Least Squares - Structural Equation Modeling (PLS-SEM) for testing.Findings The results affirm the impact of employee empathy on brand love through the pathways of customer delight and gratitude, ultimately influencing positive customer behaviors, such as advocacy, WTPM and tolerance of failure. Moreover, the findings suggest that PDB diminishes the effect of employee empathy on customer gratitude, although it does not affect customer delight.Originality/value The study introduces novel insights into the significance of employee empathy as an antecedent of brand love. It contributes to the literature by concurrently conceptualizing customer delight and gratitude as mediators between employee empathy and brand love, consequently leading to favorable consumer behaviors. Furthermore, it advances our theoretical comprehension of an individual customer’s PDB and its psychological impact.

The Influence of Culinary Diversity and Tourism Events on Tourist Expenditures (Study in Central Lombok Regency with Destination Image as Intervening Variable)

This research investigates the interplay between culinary diversity, tourism events, destination image, and tourist expenditures in Central Lombok Regency, Indonesia. A quantitative approach utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze data gathered from domestic and international tourists. Hypothesis testing revealed significant positive relationships between culinary diversity and tourist expenditures, tourism events and tourist expenditures, culinary diversity and destination image, tourism events and destination image, as well as indirect effects through destination image on tourist expenditures. The result highlights the economic importance of diverse culinary experiences and engaging events in driving tourism revenue, shaping destination image perceptions, and influencing tourists' spending behaviors. The study underscores the need for integrated destination management strategies to leverage Central Lombok's cultural and gastronomic assets for sustainable tourism development.

Extending dramaturgical theory to evaluate revisit intention of international tourism: A scenario of COVID-19 tourism recovery

Since 2019, major travel destinations worldwide have issued travel-related restrictions against COVID-19. There is much research on tourism, but few studies have been conducted to explain the relevance of revisiting intention from the perspective of the epidemic or the dramaturgical theory. The purpose of the research is to explore the impact of customer experience on revisit intention during the period of COVID-19 slowdown by using dramaturgical theory. This study used a survey methodology, and the questionnaire was distributed on an online questionnaire platform. The URL of the questionnaire was published on social media (such as Facebook and LINE) to collect data from 389 samples of people who have foreign travel experience. The data was analyzed by employing partial least square structural equation model (PLS-SEM) methodology with the help of the statistical software “SmartPLS”. The research findings are as follows: 1) setting, audience, and performance are the three important elements of dramaturgical theory that impact the experience quality; 2) customer experience of tourists has a significant impact on the experience quality; 3) experience quality has a significant positive impact on the experience value and relationship quality; 4) experience value and relationship quality are important predictors of revisit intention. This study provides academic implications regarding the use of dramaturgical theory in relation to customer experience and relationship constructs in the context of tourism. Furthermore, it also provides some practical implications to tourism practitioners and managers, which would assist tourism industries in developing successful marketing strategies for the possible recovery of COVID-19.

The Influence of Training and Development Programs, Job Autonomy, and Organizational Culture on Employee Job Satisfaction and Performance

This research explores the intricate relationships between training and development programs, job autonomy, organizational culture, and employee outcomes, with a specific focus on the mediating role of job satisfaction. The study employs a mixed-methods approach, integrating quantitative analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) with qualitative insights gathered from interviews and focus group discussions. The results highlight the positive impact of effective training programs, job autonomy, and a supportive organizational culture on job satisfaction levels among employees. Job satisfaction emerges as a crucial mediator, translating these organizational factors into improved performance, motivation, and overall well-being. The findings underscore the importance of prioritizing strategies that enhance job satisfaction to foster a more engaged and productive workforce, ultimately contributing to organizational success

Analyzing the influence of university support and entrepreneurial culture on solar entrepreneurial intentions among Indian students

The involvement of students in entrepreneurial activities related to solar energy has the potential to have a major impact on expanding energy access. Nevertheless, there is an absence of research on the dynamics and knowledge of solar entrepreneurship, specifically from an Indian perspective. The main aim of this study is to highlight the significance of solar energy entrepreneurship and its capacity to motivate and encourage university students towards entrepreneurship, thereby fostering sustainable development. The study intends to analyze several individual-level characteristics that influence university learners' intentions to engage in solar entrepreneurship. The goal of this study is to shed light on how students' career choices in the field of solar entrepreneurship are influenced by their personal passion, self-efficacy, personality traits, and social norms. A stratified random selection technique was employed to gather a representative sample of 279 university students who are currently enrolled in both public and private universities situated in the northwest region of India. The study employed partial least squares structural equation modeling (PLS-SEM) to examine the relationship between individual-level factors and entrepreneurial attitude. The analysis indicated that all individual-level factors, except entrepreneurial passion, were significant predictors of entrepreneurial attitude. Furthermore, the findings demonstrated a positive association between student entrepreneurial attitudes and solar entrepreneurial intentions. The research also examines the managerial implications, limitations, and future scope of the research.

Assessing the Effect of Compensation Packages, Work-Life Balance Policies, and Career Development Opportunities on Employee Retention: A Case Study of MSME Employee

In today's competitive business environment, Micro, Small, and Medium Enterprises (MSMEs) face significant challenges in attracting and retaining top talent. This study examines the impact of compensation packages, work-life balance policies, and career development opportunities on employee retention within MSMEs. Using a quantitative research design and Partial Least Squares Structural Equation Modeling (PLS-SEM), data from 300 respondents were analyzed to explore the relationships between these factors. The findings reveal significant positive relationships between compensation packages, work-life balance policies, career development opportunities, and employee retention. These results highlight the importance of strategic investments in human capital and the creation of conducive work environments to foster employee loyalty and commitment within MSMEs.

Assessing the Moderating Role of Customer Orientation on the Impact of Business Intelligence Tools on Digital Marketing Strategy Optimization

This research examines the interplay between Business Intelligence tools and digital marketing strategy optimization, with a focus on the moderating role of customer orientation. Utilizing a quantitative research design, the study explores how BI tools enhance digital marketing strategies and how customer orientation amplifies this effect among 207 respondents from the Jordanian telecommunications sector, reflecting a diverse range of experiences and perceptions within the industry. Through Structural Equation Modeling - Partial Least Squares (SEM-PLS), based on a stratified sample of these employees, the results confirmed that BI tools positively influence digital marketing strategy optimization. Additionally, customer orientation was found to significantly moderate this relationship, highlighting the importance of aligning technological capabilities with a customer-centric approach. The findings contribute valuable insights to marketing and business intelligence fields, suggesting strategies for organizations to enhance their market competitiveness and customer satisfaction, underpinned by a substantial engagement rate from the targeted demographic.

Unveiling the power of word-of-mouth in pre-recruitment employer branding strategy during COVID-19

PurposeThis study, based on signaling theory, examines the pre-recruitment employer branding strategy during the COVID-19 pandemic. It investigates the relationship between spontaneous word-of-mouth (WOM) recommendations for companies and prospective candidates' job application intentions. Specifically, the study explores serial mechanisms mediating the characteristics of company online career pages, including the perceived informativeness of online job advertisements (ads), candidates' preferences for its web approach to them and the company’s reputation.Design/methodology/approachReflecting prospective candidates from students and young alumni of universities, partial least squares structural equation modeling (PLS-SEM) was employed on a sample of 737 individuals representing various fields of study from Greek universities.FindingsThe findings highlight the effectiveness of positive WOM recommendations during the initial stages of recruitment, particularly amidst COVID-19 challenges in the labor market, notably impacting young candidates. The study suggests that spontaneous WOM, originating from trustful sources, motivates job seekers to actively engage with the company’s web career channels, seeking information and favorable indications of the company’s approach toward its candidates. Positive WOM, combined with informative content and a friendly communication style, plays a critical role in shaping the company’s reputation. Consequently, this encouragement motivates individuals to start their job search efforts and consider applying for positions within the specific organization.Practical implicationsThis research provides valuable empirical evidence in the pre-recruitment field, particularly in unforeseen crisis circumstances such as the COVID-19 pandemic. It examines how spontaneous, positive WOM from sources, like peers and alumni, significantly influences young job seekers' perceptions and preferences regarding the company’s career web channels as sources of information and signals about working conditions. The combination of positive WOM with informative content and a friendly communication style in the web approach plays a crucial role in shaping a positive company reputation. Consequently, this encourages candidates to consider applying for positions within the company.Originality/valueThis research contributes to pre-recruitment studies, especially amidst crises like COVID-19. It examines how positive WOM from trusted sources like peers and alma mater alumni influences young job seekers' views on the company’s career web channels. By emphasizing the importance of combining positive WOM with informative web content and a friendly communication style, the study offers insights into effective recruitment strategies. It highlights the significance of positive and spontaneous WOM in attracting young talent and its impact on job seekers' decision-making, even in uncertain conditions. Overall, it advances recruitment practices for attracting candidates.

Investigating the antecedents of mHealth adoption by older adults in a lower-middle income country: The PLS-MGA approach

ABSTRACT The adoption of technology and the rising digital divide among the older adult population, predominantly in lower-middle income countries such as Bangladesh, have posed a precarious challenge. Hence, the time has come to navigate this upcoming challenge. Thus, the current research aims to investigate the impact of perceived usefulness (PU), perceived ease of use (PE), and perceived risk (PR) on the behavioral intention to adopt mHealth (BI). Furthermore, multigroup analysis (MGA) is used to examine BI regarding gender and income groups. Data from 140 older adults in Bangladesh were gathered and later analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to estimate the measurement and structural model parameters and produce concurrent bootstrap evaluations. The findings revealed that PE and PU substantially affect the intention to adopt mHealth, whereas PR has small effect on mHealth adoption. Furthermore, the MGA depicts that the effect of PR is statistically significant for older adult males and females. Additionally, the effect of PE on behavioral intention to adopt mHealth between income groups (lower income vs. higher income) is significant. Therefore, this research advances our theoretical and empirical understanding by yielding new scholarly evidence in the domain of mHealth adoption by older adults. Finally, the paper concludes with augmented practical considerations concerning the adoption of mHealth as a technology by older adults, which will assist in alleviating the digital divide for any such lower-middle income country across the globe.

Crowdfunding's impact on small business performance through exploitative and exploratory search strategies: An entrepreneurial resourcefulness perspective

AbstractDrawing on the entrepreneurial resourcefulness perspective, this study examines how crowdfunding engagement affects small business performance. We theorize that crowdfunding engagement serves resourcefully to enhance small business performance. Moreover, we hypothesize that exploratory and exploitative search act as effective mechanisms through which crowdfunding engagement increases small business performance. We further posit that the effects of crowdfunding engagement on small business performance are contingent on environmental dynamism. We utilize a quantitative approach, specifically partial least squares structural equation modeling (PLS‐SEM), for analyzing our data. Using a sample of 310 small businesses in Ghana, the findings from PLS‐SEM support our theorization, showing that both exploratory and exploitative search positively mediate the effects of crowdfunding engagement on small business performance, while environmental dynamism negatively moderates such effects. Our findings provide important theoretical and practical implications.

The reflective measurement model of adherence to non-pharmaceutical interventions (NPIs) in accordance with normalization process theory (NPT) in coherent and convenient social subgroups: PLS-SEM analysis.

Non-pharmaceutical interventions (NPIs) decrease COVID-19 transmission. Reliability and validity of adherence to NPIs in accordance with normalization process theory (NPT) in coherent and convenient social subgroups using reflective measurement model assessment has not been evaluated. In February 2021, a sample of medical students and people with substance use disorders in treatment as coherent (based on continuous probability distribution) vs. convenient groups (based on convenience, not equal probability) composed of travellers and COVID-19 suspected persons from Split-Dalmatia County (SDC) (n = 656) in the Mediterranean completed self-administered surveys. Partial least squares structural equation modelling (PLS-SEM) was used to measure reflective model assessment of adherence to NPIs according to NPT. PLS-SEM reflective model assessment provided two-group specific factors in inverse relationships which determined adherence to NPIs with excellent goodness-of-fit [χ2 = 1.292, df = 1; P = 0.297, CFI = 1, TLI = 0.997, RMSEA = 0.011 (90% CI 0-0.105), RMSEA P = 0.604, SRMR = 0.008, Hoelter CN (α = 0.05) = 2322.757]. Significant negative factors covariance estimate (-0.716) revealed an inverse relationship between first (adherence to NPIs and internal locus of control (LoC) (0.640)) and second factor; young adulthood age (≤25) and highest level of education (1362). As the first factor increased the second tended to decrease. LoC is expected potential mechanism by which sex (MLsex = -0.017, SE = 0.007, P < 0.016) and belonging to coherent subgroups (MLgroup = -0.008, SE = 0.003, P = 0.015) can produce indirect effect of adherence to NPIs. Coherent subgroups had a more pronounced tendency toward integration of NPIs in everyday life. Group factors that facilitate the normalization were higher educated younger adults with a tendency toward external LoC.

Emotional analysis of multiplayer online battle arena games addiction

IntroductionMultiplayer Online Battle Arena (MOBA) games have garnered widespread popularity as a form of recreational activity. The launch of League of Legends (LoL), a prominent MOBA game, has captivated the enthusiastic pursuit of gamers in the MOBA community. The surge in MOBA game fervor, coupled with the influence of personal emotions, can result in excessive engagement, ultimately leading to addiction.ObjectiveThis study aimed to investigate the moderating effects of visceral perception, behavior, and reflection on game players’ addiction within the framework of Leisure Theory (LT), Uses and Gratification Theory (UGT), and Emotional Design Theory (EDT).MethodsA hypothesized theoretical model was developed and empirically evaluated based on 236 self-reported validated responses from MOBA gamers. SPSS (version 26) was employed for demographic analysis and game duration analysis. The measurement model and structural model analyses were conducted in two stages using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.0 to validate the nine theoretical hypotheses.ResultsIt has been observed that personal emotions significantly contributes to MOBA game addiction during gamers’ leisure time or moments of gratification. Specifically, a noteworthy connection exists between two dimensions, namely gamers’ behavior and reflection, demonstrating a positive correlation with gaming addiction. Without taking entertainment as a motivating factor, there is no significant relationship between gamers’ leisure-time and visceral perception.ConclusionThis study enhances the theoretical model of gamers’ behavioral motives in engaging with MOBA gaming and contributes to the expansion of research on game addiction theory. These findings offer valuable theoretical insights for emotional design in games and the design of mechanisms for preventing game addiction.

The Impact of Individualism/Collectivism and Masculinity/Femininity on Brand Loyalty: A Mediation Role of Perceived Ease of Use

Cultural dimensions have varying impacts on brand loyalty. This signifies that each cultural dimension is associated with brand loyalty in different ways. The influence of individualism/collectivism and masculinity/femininity dimensions on brand loyalty is dependent on the levels of these dimensions in different countries. Given the significance of cultural dimensions in relation to brand loyalty, this study aims to investigate the impact of individualism/collectivism and masculinity/femininity on brand loyalty, while also exploring the mediating role of perceived ease of use. The data for this study was collected through an online survey questionnaire, with a total of 501 respondents participating. The collected data was analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings of the study revealed that both individualism/collectivism and masculinity/femininity dimensions have significant effects on brand loyalty. Additionally, the study indicated that masculinity/femininity dimension significantly impacts perceived ease of use. Furthermore, the study found that perceived ease of use partially mediates the relationship between masculinity/femininity dimensions and brand loyalty. Perceived ease of use was also found to have a significant positive effect on brand loyalty. This study contributes to the existing literature on brand loyalty by providing insights into the effects of individualism/collectivism and masculinity/femininity on brand loyalty. Additionally, it contributes to understanding the mediating effect of perceived ease of use in the relationship between individualism/collectivism, masculinity/femininity, and brand loyalty.