Hegner, Sabrina
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Item-typ:Veröffentlichung, Predictors of continuance intention of online food delivery services: gender as moderatorPurpose – The COVID-19 has brought with it valuable opportunities for the retail sector. Notably, online channels have assumed a key role for businesses that can rely less on physical channels due to the pandemic’s restrictions. Within this context, the study aims to identify the main antecedents leading to the formation of the male and female customers’ continuance intention of using online food delivery services (OFDS) in the restaurant industry. Design/methodology/approach – A web-based self-completion survey and a subsequent structural equation modelling have been employed on a sample of 360 participants. Findings – Findings reveal that perceived healthiness, quarantine procedures, perceived hygiene, perceived ease of app use and attitude significantly influence continuance intention. Moreover, the moderator analysis corroborates that male consumers’ continuance intention is mainly influenced by perceived healthiness, quarantine procedures and perceived hygiene. Conversely, female customers’ continuance intention is predicated on perceived healthiness and attitude. Research limitations/implications – Although the adoption of a sample of young customers (18–29 years) guarantees good research internal validity, findings are not generalizable. Practical implications – The study provides valuable contributions for restaurants related to the (1) creation/management of their own OFDS platforms; (2) selection of the right third-party platforms. Originality/value – The paper is one of the first studies examining the predictors impacting on customers’ OFDS continuance intention in the COVID-19 context by also focusing on gender differences.Wissenschaftlicher Artikel159 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Managing brand equity in the brewing sector(Emerald, 2022-07-11); ; ; ; Purpose The paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand awareness/associations; perceived quality; brand loyalty) in the brewing sector. Design/methodology/approach A quantitative research has been conducted by adopting the survey technique and structural equation modeling based on a sample of 401 Italian beer consumers. Findings Results corroborate a positive effect of (1) COO image and brand distinctiveness on brand awareness/associations, perceived quality and brand loyalty; (2) WOM on perceived quality and brand loyalty; (3) brand awareness/associations and brand loyalty on OBE. Findings also verify the mediating effects of the OBE dimensions on the relationships between the analyzed antecedents (COO image, WOM and brand distinctiveness) and OBE. Research limitations/implications Although the selection of a sample composed of Italian students guarantees good research internal validity, findings are not generalizable. Practical implications The study offers valuable strategies for brewing firms to reach high levels of brand equity. In particular, it identifies the key role of COO image, WOM, brand distinctiveness and OBE dimensions in realizing careful brand management processes. Originality/value The paper focuses on analyzing the influence of COO image on brand equity in the brewing industry, thus enriching an area of investigation that requires further insights within an under-investigated sector.Wissenschaftlicher Artikel145 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Strategic Communication of Muslim Organizations in the Aftermath of Islamist Terrorist Attacks – a Qualitative Analysis from GermanyResearch on crisis communication related to terrorism deals mostly with governmental institutions and states as actors, but little on non-state actors attempting to influence perceptions of Muslims in society. The present article scrutinizes crisis communication of Muslim organizations in Germany after terrorist attacks with Islamist background and Islamophobic attacks. We analyzed all publicly available statements as reported in press releases, social-media accounts, and newspaper quotations from Muslim organizations in response to attacks between 2015 and 2020. In total, 226 statements and eight different categories of responses were identified and analyzed using qualitative content analysis. When responding to Islamist attacks, Muslim organizations highlighted general responsibility of the society, and the ways in which Muslims are themselves victims of such attacks but avoided taking more direct responsibility. When responding to Islamophobic attacks, Muslim organizations gave more background information on the attacks. Press releases by more active organizations were taken up more frequently in newspapers than press releases by less active organizations. Overall, the strategies that Muslim organizations utilize to minimize harm to the reputation of their organization and Muslims as a group are in some respects like those employed by enterprises. More research into the effectiveness of these different strategies is needed.Wissenschaftlicher Artikel77 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Running frequently with an app to be fantastic! Determinants of Runtastic usage continuation intention among German usersFitness apps have become increasingly popular tools that aid health-conscious individuals to reach their fitness goals. In Germany, one of the most widely used fitness app is Runtastic, with 41,000 active users as of August 2019 (Statista, 2019). Globally, Runtastic has more than 147 million users. Studies have shown that users tend to be loyal to an app that they are currently using, and loyalty, in this case, is viewed in terms of users' willingness to continue using a specific app. In this study, the factors influencing German Runtastic users' intention to continue using the app were identified using data from 193 app users. Structural equation modelling reveals that the perceived usefulness and ease of using the app, as well as trust, influence usage continuation intention. Trust and privacy risk perceptions have no significant effects on usage continuation intention. Results of the study have relevant design-related implications.Wissenschaftlicher ArtikelBand:20Heft:2105 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements(Palgrave Macmillan, 2021); ; ; ; Human values—life goals—guide our attitudes and actions. Brands such as Patagonia, TOMS, Warby Parker, Chobani, and Nike successfully position their marketing around human values such as safety, harmony, seeking pleasure, or social welfare. Evidently, consumers attach importance to brands whose values align with their own values. However, the alignment of values (value congruence) and the resulting effects on (re)purchasing behavior are scarcely discussed in the marketing literature. The effects of “traits” and “functional congruence” on purchasing behavior receive considerably more attention. Since human values are conceptually distinct from personality traits, the following question is posed: What is the role of value congruence in the process of consumer brand selection compared with that of trait and functional congruence. An online survey (N = 1182) is conducted to study the effects of these different types of congruence on re-purchase intentions for a range of product categories. Multiple regression and mediation analyses reveal that value congruence is a significant predictor of re-purchase intentions and that it is more important than trait congruence for the categories of services and durables, but not for consumables. This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.Wissenschaftlicher ArtikelBand:28Heft:1124 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Unlocking destination cultural reputation: the role of sustainable on-site activity involvement as moderatorPurpose The study aims to provide a detailed definition of Destination Cultural Reputation while also exploring its impact on tourist satisfaction through an investigation of the dynamics between these two elements. Additionally, the potential moderating role of on-site engagement in sustainable activities has been investigated, examining whether satisfaction prompts tourists to exhibit behaviors such as the intention to return and recommend the cultural destination. Design/methodology/approach To achieve these objectives, a survey and a structural equation model, based on a sample of 647 visitors to an important UNESCO World Heritage site (i.e. Urbino), have been adopted. Findings Findings confirm tourists’ recognition of the destination’s cultural reputation, supporting its relationship with visitor satisfaction. Additionally, tourist satisfaction is positively associated with destination loyalty. However, on-site sustainable activities negatively moderate the relationship between destination reputation and tourist satisfaction. This suggests that a favorable cultural reputation should align with quality sustainable activities in the destination to prevent tourist dissatisfaction. Practical implications The paper offers valuable practical insights for destination managers and policymakers aiming to enhance appeal and sustainability. Originality/value The study contributes to enhancing the understanding of the complex relationship between reputation, satisfaction, and loyalty in cultural destinations. In addiction it measures the reputation of tourist destination through the specific cultural dimension.Wissenschaftlicher ArtikelBand:36Heft:966 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Brand addiction and compulsive buying in female consumers' relationships with food brandsPurpose The aim of this paper is to respond to the call for exploring and empirically testing both antecedents and outcomes of brand addiction and compulsive buying behaviour. The focus of the study is on the food habits of young female consumers. Design/methodology/approach To test the hypotheses, a survey design gathering cross-sectional primary data from 325 female Italian consumers and a structural equation modelling have been adopted. Findings Findings show that brand addiction is positively influenced by consumer resilience, leading to increased life happiness and self-esteem, while compulsive buying behaviour is negatively influenced by consumer resilience and positively influenced by impulsivity. Compulsive buying is also associated with brand addiction and emotional overeating. Emotional overeating is additionally influenced by impulsivity and the control variables of enjoyment of food and loneliness. Moreover, loneliness has a negative impact on life happiness and self-esteem. Originality/value The study applies the proposed theory by Mrad and Cui (2020) on the relationship between brand addiction and compulsive buying to food consumption. Furthermore, it expands on this research by investigating consumer characteristics as determinants and behavioural outcomes.Wissenschaftlicher Artikel157 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Brand hate and consumers responses: an analysis in the offline and online environment(Inderscience Enterprises, 2023); ; ; ; Within the studies investigating the consumer-brand relationships, brand hate has been partially disregarded as a research topic. This paper aims to extend the analysis of the brand hate outcomes by considering both their offline and online nature (i.e., offline/online negative word-of-mouth (NWOM) and offline/online complaining) and by also testing the role of concern for others and venting negative feelings as possible mediators on the relationship between brand hate and both offline/online behavioural outcomes. To reach this objective, structural equation modelling has been employed on a sample of 493 consumers. Findings reveal that concern for others is mainly involved when consumers perform NWOM in the offline context among their friends/family, while venting negative feelings is the main motive in the online context and for complaining to the company. The paper provides managerial implications useful to manage the consumers’ offline/online behaviours in the brand hate context.Wissenschaftlicher Artikel97 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Conceptualizing and Measuring Financial Consumer Resilience(Association for Consumer Research, 2023); ; ; Wissenschaftlicher ArtikelBand:5166 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Not Our War: The Effects of Response Strategies and Message Frames From a Russian Association on the Public’s Attitude Toward Russians Living in Germany(Sage Publications, 2024-06); ; ; ; The ongoing Russian invasion of Ukraine has adverse effects on Russians residing outside of their home country. To test whether a crisis communication strategy by a Russian association can mitigate the adverse effects, a 3 × 2 online experiment with 404 participants representing the general German population was implemented. Crisis communication strategy (denial vs. diminish vs. bolstering) and framing (emotional vs. rational) of a statement given by a Russian cultural organization in Germany on the news about Russian war crimes in the Ukraine were manipulated. By an intervention tournament design, two reference groups (comment declined vs. no manipulation) were employed. Our results show that a statement by the Russian association significantly positively affects respondents’ attitudes toward this association. Furthermore, when the statement was framed emotionally, participants had a more positive attitude toward the association. The type of crisis communication strategy used is of minor importance if a comment is provided.Wissenschaftlicher ArtikelBand:14Heft:241