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Item type:Publication, Mediation of brand reputation and image in the relationship between perceived corporate social responsibility and brand equity and loyalty of technology companies among Generation Z: The moderating role of gender(Cogent OA, 2024-01-01)This study examines whether the effects of perceived corporate social responsibility (PCSR) on brand equity and brand loyalty are jointly mediated by brand image and brand reputation in the technology industry. It also explores the moderating role of gender in these relationships. The sample consisted of 420 Generation Z members from Lima, selected through gender-stratified random sampling. The study focuses on the technology sector, represented by the large FAANG companies (Facebook, Amazon, Apple, Netflix, and Google), justified by their high stock market visibility and relevance in business strategy research. Data were collected using a 21-item instrument, and PLS-SEM structural equation modeling was employed to explain brand equity and brand loyalty, as well as to validate the items and hypotheses. The results support positive effects between PCSR, brand equity, and brand loyalty, highlighting the previously unexplored mediation of brand image. Additionally, it was found that gender moderates the relationship between PCSR and brand loyalty, with a stronger effect observed among women. The Hierarchy of Effects Model, which examines direct effects, mediators, and moderators, is proposed as the theoretical framework. Practical implications suggest that brand managers should recognize the mechanisms linking PCSR, brand equity, and brand loyalty to effectively attract Generation Z. - 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, Consumer Perceptions of Online Food Delivery Services: Examining the Impact of Food Biosafety Measures and Brand Image(Sage Publications India Pvt. Ltd, 2023-01-01)This study aimed to examine the impact of food biosafety measures, e-service quality, and product quality on the satisfaction of e-consumers who use food delivery services, as well as to investigate whether brand image moderates the relationship between e-consumer satisfaction and e-loyalty. The sample comprised 1709 Colombian consumers who use food delivery services at home or work. The study found that food biosafety measures, e-service quality, and product quality have a positive impact on e-consumer satisfaction and influence e-loyalty. However, no moderating effect of brand image was found between e-satisfaction and e-loyalty. The study’s novelty lies in providing insights into consumer behaviour changes regarding the online food delivery service (OFDS) during the post-pandemic period, which has resulted in an increased demand for food biosafety globally. These findings offer valuable information to develop strategies that can interpret consumer needs and expectations, learn from new trends in the food delivery industry, and apply lessons learned promptly.