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Full-Text Articles in Business
Impact Of Customer Engagement, Brand Attitude And Brand Experience On Branded Apps Recommendation And Re-Use Intentions, Nusser Raajpoot, Beth Ghilni-Wage
Impact Of Customer Engagement, Brand Attitude And Brand Experience On Branded Apps Recommendation And Re-Use Intentions, Nusser Raajpoot, Beth Ghilni-Wage
Atlantic Marketing Journal
Abstract
This paper seeks to understand the impact of customer engagement, brand attitude, and brand experience on branded apps recommendation and re-use intentions. Using structural equation modeling we test a causal model to establish the direct and mediated paths between constructs under study. We found that contrary to popular perceptions, customer engagement does not load directly on the recommendation or re-use intention suggesting that engagement on its own may not be sufficient to elicit recommendation or re-use intention. Other factors and contexts will be necessary to elicit recommendation etc. We also found that recommendation mediates the relationship between brand attitude …
Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood Shandiz
Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood Shandiz
Atlantic Marketing Journal
ABSTRACT
This study investigated potential consumer responses to the display of the Christian fish symbol (Ichthus) used in mock advertisements of services high in credence, experience and search attributes. Discussions from earlier research propose consumers may exhibit different reactions to Christian symbolism displayed in the marketplace and that purchase intentions and consumer perceptions of the seller may be influenced by the strength of the consumer’s religious beliefs. This study adds to previous research proposing consumers display different purchase intentions due to differing perceptions of the seller’s credibility, trustworthiness and expertise influenced by the consumers own religious beliefs which is influenced …