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Item type:Publication, Passive consequences of brand hate: the mediating role of brand avoidance(2022-06-29)This study aims to determine the antecedents of brand patronage reduction as a consequence of brand hate, demonstrating the mediating effect of brand avoidance on passive/flight consequences of brand hate, showing their impact on a firm's brand equity. A survey was carried out with a sample of 307 consumers of mobile phone operators. The structural model was analysed using SmartPLS3. The results demonstrated that brand hate is significantly relevant in its impact on patronage reduction and brand equity. The model explained 57,9% of patronage reduction as a consequence of brand hate in a nomological explanation chain of constructs. The research demonstrated how passive/flight behaviours are generated by brand hate, indicating to managers that brand avoidance would be developed and must be prevented in order to reduce the negative impacts on patronage reduction and brand equity. Despite the relevance of negative consumer-brand relationships, no study has adequately explained patronage reduction as a consequence of brand hate. Furthermore, this is the first study to demonstrate the relevant role of brand avoidance, acting as a mediator in the relationship between brand hate and its consequences, presenting negative impacts on patronage reduction and brand equity. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The grounded theory approach to brand purpose equity drivers: The practitioner’s perspective(Palgrave Macmillan, 2024-01-27)The brand purpose is a relevant new concept considered and applied by companies. However, the existing research is primarily isolated case studies, highlighting evidence of its application as a generator of value and brand identity. No studies still iden... - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Why Is Sharing Not Enough for Brands in Video Ads? A Study About Commercial Video Ads' Value Drivers(Emerald Publishing, 2023-11-02)The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims to demonstrate and compare video ads' value drivers on brands and sharing, determining which antecedents maximize results on each, enabling the best ad performance for advertisers. Design/methodology/approach: A survey was conducted with 368 respondents who watched viral video ads from five global companies on YouTube. The proposed model was tested using structural equation modeling in SmartPLS4. Findings: The results of this study demonstrated that product category involvement is essential for viral advertising. Furthermore, the entertainment value is the most relevant antecedent of sharing, but it does not affect brand equity; it is the social value responsible for brand equity. Practical implications: Marketing managers should create ads that simultaneously generate entertainment and social values, maximizing sharing and branding effects. However, if only one of the two effects (brand/share) is achieved, then the advertiser will fail to obtain maximum performance. Originality/value: The mainstream of viral marketing research is focused on antecedents of sharing. However, sharing is not enough to provide brand effects and return on investment of advertisement. This study reveals that different consumers’ values drive sharing and brand equity, suggesting that firms should consider a dual value generation strategy regarding the performance of viral video ads. On the other hand, this research conciliates the extant literature about the phenomena with the importance of product category involvement. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The bridge between “click” and loyalty in food delivery apps(Emerald Publishing Limited, 2025-01-01)Customer centricity is often mistaken for market orientation. Although there are significant differences, many companies treat the terms as interchangeable. Meanwhile, the market for food delivery apps (FDA), despite being large and appealing in terms of numbers, faces retention challenges and intense competition. In this context, this study aims to contribute to the field by testing a theoretical model that examines the effects of customer centricity on food quality, brand equity and perceptions of price fairness as well as its influence on loyalty. Design/methodology/approach A survey was conducted with 377 consumers, and the data were analyzed using the R program to test the hypothetical model using partial least squares structural equation modeling. Findings The results reveal that customer centricity has a significant impact on both brand equity (0.687) and loyalty (0.672), highlighting its crucial role in a firm's overall performance. The results also suggest that customer centricity can enhance perceptions of food quality and price fairness, indicating its ability to align company decisions with consumer needs. Furthermore, these constructs collectively explain 75.9% of loyalty, underscoring the model's relevance for understanding consumer behavior in the food delivery market. Practical implications This study emphasizes that prioritizing customer centricity is crucial for retention. Managers should implement loyalty programs and differentiated offers to meet the needs of customers, thereby improving perceived food quality, brand equity and price fairness, combating churn. Originality/value This is the first study to reveal the relevance of customer centricity for online food delivery apps and demonstrates its significant capacity to drive loyalty, particularly in the context of food delivery apps in developing countries.2