Browsing Chester Business School by Authors
Determinants of Brand Loyalty: A Study of the Experience-Commitment- Loyalty ConstructsMaheshwari, Vishwas; Lodorfos, George; Jacobsen, Siril; Univresity of Chester, Leeds Beckett University, Software Innovation Norway (Sciedu Press, 2014-11-16)Marketing strategies for brands have shifted its focus on relationships and value creation that directly links to brand loyalty, is the main focus of this paper and two key factors: brand experience and brand commitment, within automotive sector, are investigated to examine relative relationships. These factors have already been established to have a connection to brand loyalty. However, as brand commitment consists of both affective and continuance commitment, it is still somewhat unclear about which of these aspects of commitment has the greatest, or most important impact on brand loyalty. Moreover, the existing research and literature surrounding the brand experience construct is extensive. However, it is not entirely clear regarding this construct’s relationship to brand loyalty. While some authors claim that it affects brand loyalty directly, others have found that it is a dependent variable, which, alone does not have any immediate effect on brand loyalty. This study also investigates a connection between brand experience and brand loyalty as far as automotive sector is concerned, both with and without commitment as a mediator. As a result, continuance commitment was found to not have any considerable impact on the consumer’s loyalty towards a brand, it is assumed that factors such as price and other available alternatives dos not influence this desire to maintain said relationship.
Digital Marketing and Young ConsumersMaheshwari, Vishwas; Sinnott, Karl; Morris, Bethan; University of Chester; Staffordshire University (Routledge, 2017-11-22)The digitalisation of media fuelled by remarkable technological advancement has changed the landscape of the business environment and the variety of functions within it since the initial development of the Internet. This includes key business operations of marketing and its relative activities such as advertising, direct and personal selling, relationship building, branding and brand development for enhancing communication to serve existing and increasing potential segments in a set market. Moreover, significant development of digital media has led to the establishment of the term digital marketing where traditional models and frameworks of marketing could be applied in a more enhanced manner using a variety of digital platforms, drastically improving the promptness and effectiveness of marketing efforts. This includes use of innovative webpages, social media marketing through prominent platforms such as Facebook, Twitter, Instagram and Snapchat and digital channels such as YouTube and mobile marketing applications. The use of digital marketing mediums have been increasingly popular within all demographic segments, especially for the purpose of information searching, fact-finding and establishing trustworthiness before committing to a particular product or a brand.
Role of attitudes in Brazil's country brand imageGiraldi, Janaina de Moura Engracia; Maheshwari, Vishwas; Mariutti, Fabiana; Konstantopoulou, Anastasia; University of Sao Paulo, University of Chester, Univeristy of Sao Paulo, Edge Hill University (Inderscience Publishers, 2018-10-09)For past three decades, the academic community has sought to advance the analysis relating to the image of several countries around the world. In relation, several studies have since been published on contemporary relevance of the image of a given country, and its subsequent effects on product evaluations and purchase intentions, among other behavioural outcomes. Nonetheless, despite the importance of the theory of attitude in evaluating the image of a country, the majority of papers in the field has focused on the cognitive component of attitude only, having the other components, affective and conative, not thoroughly being examined. As a result, with an aim to extend our current understanding into the role of attitudes on country brand image, this paper considers the conations more broadly such as, the predisposition for traveling, doing businesses, investing, working in the country, as well as, the willingness for either buying products made in the Brazil or shopping in the Brazil. Additionally, the purpose of this paper is to investigate Brazil's country brand image, based on the three-attitudinal categories "cognitive", "affective", and "conative". The methodological approach taken in this study is a quantitative method via an online survey. The study population consisted of the 427 undergraduate students at foreign institutions partaking agreements with a Brazilian public university. Attitudes were analysed using exploratory factor analysis to correlate potential impact on Brazils' country brand image. The country's image refers to a construct derived from the concept of attitudes, being comprised of cognitive, affective, and conative components. Results of this study indicate that the conative dimension received the highest scores of the respondents implying strong behavioural intentions in relation to Brazil's country brand image. It is also noteworthy that the technical dimension presented a more negative assessment in comparison to all other dimensions of Brazil's image, indicating that such a cognitive element to be adequately developed to highlight better brand assurance.