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Item type:Publication, Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing(Emerald, 2021-03-19)Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Antecedentes da continuidade e desempenho dos relacionamentos interorganizacionais entre fornecedores e organizações de serviços(Universidade Estadual de Maringá, 2021-10-07)A terceirização de serviços em cadeias de suprimento tem crescido sistematicamente a medida que as empresas tendem a focar em seu core-business. Porém, apesar dos volumosos recursos envolvidos, pouco se sabe sobre os antecedentes do desempenho financeiro e operacional das empresas contratadas. Neste sentido foi elaborada esta pesquisa, que visa compreender como as variáveis relacionais podem afetar e contribuir para a longevidade dos relacionamentos e para o desempenho destas organizações. Para verificar as hipóteses, foi realizado um levantamento com 154 empresas prestadoras de serviços. O modelo de pesquisa proposto identificou principais fatores que fortalecem o relacionamento entre organizações, com ênfase nos antecedentes relacionais da propensão ao término do relacionamento, do desempenho operacional (investimento e comprometimento da contratada) e desempenho financeiro (investimento da tomadora e confiança). Entende-se que este trabalho contribui para o entendimento do fenômeno, sendo o único trabalho que descreve como as variáveis relacionais são antecedentes de seu desempenho operacional e financeiro de fornecedores de serviços. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The effect of organisational culture on interorganisational relationship and firm performance(Inderscience Publishers, 2022-01-01)Interorganisational relationships have often been associated as antecedents of financial and market performance. However, little is known about its effects on operational performance that is relevant to firm competitiveness and sustainability. On the other hand, studies relating to firms' culture within interorganisational relationships are scarce. In this sense, this study is unique in that it explores the influence of cultural dimensions on operational performance within interorganisational relationships. Using a survey questionnaire, 154 responses were collected from suppliers of a large service organisation. A regression analysis was accomplished, demonstrating a significant moderating effect of cultural dimensions (governance formalism and strategic focus) on relationship commitment, investment, and operational performance. This research helps managers to reveal the cultural characteristics of suppliers that improve operational performance, suggesting the significance of additional studies focusing on culture, performance, and interorganisation relationships. Besides, it demonstrates the importance and impact of cultural dimensions on interorganisational relationships and firms' operational performance. - Some of the metrics are blocked by yourconsent settings
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, Negative consumer–brand relationships in services: Does gender matter?(Emerald Publishing, 2024-10-28)Studies on the negative aspects of consumer–brand relationships have received increasing attention in academia, but most research on this phenomenon is not focused on services. On the other hand, the literature consistently demonstrates evidence that gender affects consumer behavior. In this context, this study aims to unprecedentedly identify the antecedents of brand hate and the effects of consumer gender across different service sectors. Design/methodology/approach: This research compares the results of two studies with service companies. The first was accomplished with 307 consumers of mobile phone operators, and the second study was performed on 450 higher education students. The data were analyzed using structural equation modeling. Findings: In both studies, females showed greater importance for ideological incompatibility than males. This suggests that females are more sensitive to moral issues and ethical behavior than males. As for males, negative experience is the most relevant antecedent of brand hate in both samples. However, when age is checked, the results indicate that younger males develop more brand hate than older males. This does not happen with females. Originality/value: This study demonstrates gender differences and compares two samples applied in different service sectors: low-technological and high-touch consumer interactions. The results show that the antecedents of brand hate for males and females in the service sector differ. This study also points out that older males present a different behavior when compared to younger males, which does not happen with females. - 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, Social Distance, Ethics, and Engagement with Social Networks: How Do They Interact?(Taylor & Francis, 2023-12-17)Social distance often motivates consumers to increase their interactions through social networking sites. This study identifies antecedents of consumer brand usage and brand connection of SNSs, under the influence of consumer perceived ethics (CPE), during the COVID pandemic and afterward (N = 308). The proposed model was tested using partial least squares-structural equation modeling with AMOS 23. In both periods, this study shows CPE consistently affects consumer engagement and involvement. The results demonstrate that in social isolation, affective engagement has higher relevance to driving Self-Brand Connection (SBC) among consumers and SNSs. On the other hand, CPE was demonstrated to provide consistent and significant effects in both periods, showing its stable capacity to impact brand involvement, engagement, use, and self-connection. In the context of the pandemic, this study demonstrates the consistent effects of CPE and other impacts of Consumer Brand Engagement (CBE) on brand usage and self-connection of SNSs. - 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