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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, 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, AWS IoT analytics platform for microgrid operation management(Elsevier Ltd, 2022-08-01)Microgrid (MG) represents a promising opportunity for integrating renewable energy systems with the electric power grid. However, numerous complexities need to be addressed in the process. The electrical grid is complex, vulnerable, and centralized. Thus, the integration is challenging owing to the stochastic nature of renewable energy generation, which affects the possibility of reliable forecasting. The wastage due to poor estimation of clean energy generation discourages new investments in this area. However, recent advancements in big data technologies enable processing a large amount of data captured from multiple sources in real-time. It opens the possibility of improving the operational optimization of MGs and the performance of forecasting models. The overall MG problem is formulated using a two-stage stochastic mixed-integer linear programming problem with recourse. Amazon Web Services (AWS) IoT analytics platform inputs data in real-time and runs a sophisticated wind generation forecast analysis. The stochastic model is solved using the Sample Average Approximation (SAA) algorithm. The innovative methodology leads to significant improvements in the total average operating cost by integrating AWS IoT Analytics compared to traditional methods that use historical data. Computations are performed for different power-grid settings, including a power-outage, and different power generators units capacities with total operation average cost savings of 7.6% and 5.9%, respectively. Sensitivity analysis showed that the SSA algorithm could solve all the instances by providing high-quality solutions. The AWS IoT strategy outperformed at 7.7 % and 3.6% for optimality gap and CPU time, respectively. We examined an actual case in Peru for an agricultural application to assess the performance of a stochastic optimization model with a real-time IoT wind generation forecast strategy. The results revealed the following capabilities of our novel framework: (1) it can realize higher cost savings from the MG operating systems; (2) improve real-time renewable energy forecasting; (3) facilitate robust decision-making under conditions of uncertainty. - 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, Operational excellence in online food delivery service: The role of food biosafety measures(Emerald Publishing, 2024-11-20)This study explores how food biosafety measures (FBM), electronic service quality and product quality influence consumer satisfaction and loyalty in the online food delivery service (OFDS) sector. It also integrates the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to form a robust framework for assessing consumer behaviours and providing insights for this sector. Design/methodology/approach: Data from 877 Colombian urban consumers were collected. The proposed theoretical model was tested using structural equation modelling (SEM) in the SEMinR package of the R program (an open-source programming language). Findings: The results reveal that food biosafety measures and product quality are the most essential factors for OFDS consumers. Besides, food biosafety measures strongly affect product and e-service quality, which in turn significantly and directly impact consumer satisfaction and loyalty. This means that it is necessary to consider both visible actions strongly related to product quality and invisible actions that highlight the role of e-service quality in ensuring operational excellence. Practical implications: To maintain customer satisfaction and loyalty, OFDS managers should consider first working with restaurants that practice high food biosafety measures so that the order leaves the restaurant in good condition. However, OFDS should maintain these measures to ensure operational excellence from the order on the platform until delivery to the end consumer. Originality/value: This innovative study demonstrates how FBMs directly affect perceptions of service, product quality, satisfaction and loyalty. This goes beyond traditional findings suggesting that food biosafety measures' influence is only indirect and mediated by satisfaction. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Beyond convenience: Understanding the nexus of food biosafety, service quality, and brand image in online food delivery services(Taylor & Francis, 2024-07-11)This study aims to present an integrative model assessing the impact of Food Biosafety Measures (FBM), e-Service Quality (e-SQ), and Product Quality (PQ) on Online Food Delivery Service (OFDS) brand image, e-consumer satisfaction (e-CS), and e-loyalty (e-LO), grounded in Expectation-Disconfirmation Theory (EDT). Employing a cross-sectional survey design, the study analyzed responses from 911 users in Bogotá and Medellín through structural equation modeling (PLS-SEM). A multigroup analysis assessed differences across these two cities. The study found that FBM significantly enhances e-CS but does not directly impact brand image, suggesting other factors, such as e-SQ and PQ, play essential roles. E-SQ and PQ robustly influence brand image, which modestly affects both e-CS and e-LO. The study confirms that e-CS significantly fosters e-LO, with FBM indirectly influencing e-LO via e-CS. For OFDS managers and policymakers, emphasizing food biosecurity, service, and product quality is vital for enhancing consumer satisfaction and fostering loyalty. Geographical nuances revealed through multigroup analysis indicate the importance of region-specific strategies for service quality and market expansion. This research fills a gap in the OFDS literature by empirically validating non-food quality attributes in generating e-CS and, indirectly, e-LO. It highlights the complexity of brand image construction and provides a framework for OFDS brands to augment consumer satisfaction and loyalty in a dynamically evolving sector. - 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.