This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing ...communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand outcomes are examined in a hospitality context on a sample of 452 respondents who had to evaluate fast-food brands. Structural Equation Modelling was employed as the main technique for data analysis using Partial Least Squares (PLS). Results reveal that communication consistency has a strong direct impact on brand trust and brand loyalty. Although its influence on affective brand commitment is found to be positive, it is not statistically significant. The interrelationship between three brand relationship outcomes is also corroborated. The study contributes to our understanding of the role of IMC in the relationship marketing paradigm and provides deeper insights into the impact of communication consistency on different relationship outcomes with fast-food brands.
Svrha - Svrha je rada istražiti dimenzije percipirane autentičnosti privatne marke. Tri su cilja. Prvo, istražiti kako potrošači povezuju koncept autentičnosti s proizvođačkim i privatnim markama te ...usporediti njihove perspektive o percipiranoj autentičnosti maraka proizvođačkih i privatnih maraka. Drugo, odrediti i provjeriti prikladnost dimenzija specifičnih za mjerenje autentičnosti privatnih maraka. Naposljetku, ponuditi model za mjerenje autentičnosti privatnih maraka i empirijski ga testirati. Metodološki pristup - Korištene su kvalitativna i kvantitativna metoda istraživanja. Kvalitativno istraživanje provedeno je u šest fokus grupa. U kvantitativnom dijelu istraživanja provedeno je anketno istraživanje na prigodnom uzorku od 415 ispitanika iz Hrvatske. Korištena je konfirmatorna faktorska analiza za testiranje predloženih dimenzija modela percipirane autentičnosti privatnih marki. Rezultati i implikacije - Rezultati kvalitativnog istraživanja pokazuju drugačiji pogled potrošača na autentičnost privatnih u odnosu na proizvođačke marke. Potrošači pozitivno percipiraju privatne marke opisujući ih kao „pametan izbor“ i „dobra kvaliteta po povoljnim cijenama“. No oni ne povezuju autentičnost s privatnim markama kako je prikazano u postojećim modelima. Stoga je predložen novi model percipirane autentičnosti privatnih maraka. Kvantitativnim istraživanjem empirijski je potvrđeno postojanje pet dimenzija: kredibilitet, originalnost, komercijalizacija marke, povjerenje u lanac te strast zaposlenika. Predloženi novi model omogućuje maloprodavačima procjenu autentičnosti privatnih maraka kao specifičnih vrsta maraka kroz dimenzije bitne za privatne marke. Dodatno, naglašava se važnost povjerenja u maloprodavača i strast zaposlenika kao važne dimenzije percipirane autentičnosti privatne marke. Ograničenja - Ograničenja su vezana uz metode korištene u istraživanju. Sudionici svih šest fokus grupa bili su studenti ekonomije i poslovne ekonomije. Anketno istraživanje provedeno je na prigodnom uzorku ispitanika. Doprinos - Rad pruža novi pogled na postojeća istraživanja percipirane autentičnosti marke u kontekstu privatnih i proizvođačkih maraka. Na temelju kvalitativnog i kvantitativnog istraživanja predložen je novi model percipirane autentičnosti privatnih maraka koji se sastoji od pet dimenzija: (1) kredibiliteta, (2) originalnosti, (3) komercijalizacije marke, (4) povjerenja u lanac i (5) strasti zaposlenika.
Purpose – The primary purpose of this paper is to analyze the relationship between the country-of-origin (COO) construct and destination brand building (DBB) to reveal whether the COO construct and ...its dimensions are important for DBB. More specifically, the paper explores whether COO construct dimensions can impact destination branding.Design/Methodology/Approach – The research was conducted using a self-administered questionnaire on a sample of 409 respondents from the United States and Croatia. SPSS was used for data analysis. Findings and implications – While the COO is relevant for DBB, it cannot be used in the same manner as in product/service branding. Certain COO dimensions which are extremely important for product/service brands (e.g., level of technological development, standard of living) are not as critical for DBB. The political situation and perceived safety are COO dimensions that have proven to be important in the context of DBB. Limitations – The main limitation of the paper arises from sampling, relying on Facebook and LinkedIn for questionnaire distribution. Originality – With this research, we are decomposing the COO construct and investigating the impact of its dimensions on DBB.
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