The effect of brand knowledge and awareness on value co-creation and Word of Mouth (case study: consumers of LG home appliances)

Razmi, Zahra; Mehmannavazan, Soheila; Soltani Tajabadi, Marzieh

Document Type : Original Article

Authors

¹ Assistant Professor, Department of Management, Faculty of Social and Economic Sciences, AlZahra University, Tehran, Iran

² Doctoral student of Business Administration, Faculty of Social and Economic Sciences, AlZahra University, Tehran, Iran

³ PhD student of Business Management, Department of Management, Faculty of Social Sciences and Economics, Alzahra university, Tehran, Iran

Abstract

The purpose of the current research is epistemology in brand knowledge and awareness and its effect on value co-creation and Word of Mouth among consumers of LG home appliance. This research is practical in terms of purpose, which is quantitative through questionnaires and in terms of the method of data collection, it is a descriptive survey. The statistical population of the research is the consumers of LG home appliances in Tehran, and a questionnaire was used to collect data. Using the relevant formulas (for an unlimited population), the statistical sample size was determined to be 384 and after distributing the questionnaires, 361 questionnaires were collected. To analyze the data and test the hypotheses, structural equation modeling was used with the help of Smart PLS and SPSS23 soft wares. The research findings indicate the positive and significant effect of brand knowledge on brand attitude, brand attitude on brand trust, brand trust on brand involvement, brand trust on brand commitment, brand involvement on brand loyalty, brand commitment on brand loyalty, brand loyalty on value co-creation, loyalty on WOM (Word of Mouth), and value co-creation on WOM. The results showed that the effective actions of the companies and the attention of the managers of the organizations to the knowledge and attitude and trust in the brand of the organization can play a role in the co-creation value and WOM,

Keywords

References

[1] Anshu, K., Gaur, L., & Singh, G. (2022). Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation. Journal of Retailing and Consumer Services, 64, 102798.

[2] Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Karaosmanoglu, E. (2022). Testing the relationship between value co-creation, perceived justice and guests’ enjoyment. Current Issues in Tourism, 1-16.

[3] Dijk, J., Antonides, G., & Schillewaert, N. (2014). Effects of co‐creation claim on consumer brand perceptions and behavioural intentions. International Journal of Consumer Studies, 38(1), 110- 118. https://doi.org/10.1111/ijcs.12071

[4] Rahimi celver, H., dehghani ghahnavieh, A. (2021). Explaining the role of communication quality and ethical brand in Coronavirus conditions in relation to sensory cues Value co-creation intentions with respect to the moderating role of altruistic value. Management Research in Iran, 25(3), 115-134. [in Persian]. https://dorl.net/dor/20.1001.1.2322200.1400.25.3.5.9

[5] Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2021). Social customer relationship management: a customer perspective. Journal of Hospitality Marketing & Management, 30(6), 673-698. https://doi.org/10.1080/19368623.2021.1884162

[6] Maheri, M., Hosseini, M. (2015). Studying the Electronic Word-of-Mouth Effects on Brand: Netnography of an Iranian Internet Forum. Management Research in Iran, 18(4), 139-159. [in Persian]. https://dorl.net/dor/20.1001.1.2322200.1393.18.4.7.4

[7]Bian, X., & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of brand Management, 27(4), 438-451. https://doi.org/10.17/s41262-020-00189-4

[8] Alzoubi, H., Alshurideh, M., Kurdi, B., Akour, I., & Aziz, R. (2022). Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation. International Journal of Data and Network Science, 6(2), 449-460.

[9] Jung, J., Kim, S. J., & Kim, K. H. (2020). Sustainable marketing activities of traditional fashion market and brand loyalty. Journal of Business Research, 120, 294-301. DOI: 10.1016/j.jbusres.2020.04.019

[10] Shi, X., Evans, R., & Shan, W. (2022). Solver engagement in online crowdsourcing communities: The roles of perceived interactivity, relationship quality and psychological ownership. Technological Forecasting and Social Change, 175, 121389. https://doi.org/10.1016/j.techfore.2021.121389

[11] Salsabil, M., Rafiei Atani, A. O., & Bonyadi Naeini, A. (2022). Explaining the consumer decision-making model based on cognitive and behavioral sciences using the Meta-synthesis method. Modern Research in Decision Making, 7(2), 88-109. . [in Persian]. https://dorl.net/dor/20.1001.1.24766291.1401.7.2.4.7

[12]Nyadzayo, M. W. Matanda, M. J. & Ewing, M. T. (2016). Franchiseebased brand equity: The role of brand relationship quality and brand citizenship behavior, Industrial Marketing Management, 52, 163-174.

https://doi.org/10.1016/j.indmarman.2015.07.008

[13] Liu, K. N., Hu, C., Lin, M. C., Tsai, T. I., & Xiao, Q. (2020). Brand knowledge and non-financial brand performance in the green restaurants: Mediating effect of brand attitude. International Journal of Hospitality Management 89, 102566. Doi: 10.1016/j.ijhm.2020.102566

[14] Razak, N., Themba, O. S., & Sjahruddin, H. (2019). Brand awareness as predictors of repurchase intention: Brand attitude as a moderator. Advances in Social Sciences Research Journal, 6(2). https://doi.org/10.14738/assrj.62.6264

[15] Chen, K. Y., Chang, C. W. and Wang, C. H. (2019). Frontline employees’ passion and emotional exhaustion: The mediating role of emotional labor strategies. International Journal of Hospitality Management, 76, 163-172. https://doi.org/10.1016/j.ijhm.2018.05.006

[16] Langaro, D., de Fátima Salgueiro, M., Rita, P., & Del Chiappa, G. (2019). Users’ participation in Facebook brand pages and its influence on word-of-mouth: The role of brand knowledge and brand relationship. Journal of Creative Communications, 14(3), 177-195. https://doi.org/10.1177/0973258619889404

[17] Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767. https://doi.org/10.1016/j.jretconser.2019.01.016

[18] Shulga, L. V., Busser, J. A., Bai, B., & Kim, H. (2021). The reciprocal role of trust in customer value co-creation. Journal of Hospitality & Tourism Research, 45(4), 672-696. https://doi.org/10.1177/ 1096348020967068

[19] Shin, N., Kim, H., Lim, S., & Kim, C. (2014). The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition. SHS Web of Conferences, 12, 01018. https://doi.org/10.1051/shsconf/20141201018

[20] Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114.

[21] Forough, A., HEIDARZADEH, K., Vazifeh Dust, H., & Zaboli, R. (2020). Phenomenological Enquiry in the Role of Brand Personifications to Stimulate Brand Relationship of Shopping Centers & Malls. Modern Research in Decision Making, 5(3), 127-152. [in Persian]. dorl.net/dor/20.1001.1.24766291.1399.5.3.5.0

[22] Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162. https://doi.org/10.1016/j.jretconser .2020.102162

[23] Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285. doi: 10.1016/j.ijhm.2018.05.016

[24]Han, H., Yu, J., Chua, B. L., Lee, S., & Kim, W. (2019). Impact of core-product and service-encounter quality, attitude, image, trust and love on repurchase: Full-service vs low-cost carriers in South Korea. International Journal of Contemporary Hospitality Management, 31(4), 1588-1608. https://doi.org/10.1108/IJCHM-05-2018-0376

[25] Barari, M., Ross, M., Thaichon, S., & Surachartkumtonkun, J. (2021). A meta‐analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457-477 . [in Persian]. https://doi.org/10.1111/ijcs.12609

[26] Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of marketing theory and practice, 17(1), 63-74. https://doi.org/10.2753/MTP1069-6679170105

[27] Seyed Fazli, conductor; Mirabi, Vahidreza and Hamdi, Karim (1400). The model of variables influencing brand love and commitment and its effect on brand loyalty, willingness to pay more and word-of-mouth advertising in smartphone users. Knowledge and research in applied psychology, (2) 22, pp. 158-168. [in Persian] https://doi.org/10.30486/jsrp.2021.1920916.2814

[28]Imtiaz, R., Jalees, T., & Anwar, A. (2019). A study on the mediating roles of attitudinal brand loyalty. Market Forces, 14(2).

[29] Grott, E. M., Cambra-Fierro, J., Perez, L., & Yani-de-Soriano, M. (2019). How cross-culture affects the outcomes of co-creation. European Business Review. https://doi.org/10.1108/EBR-01-2018-0022

[30] Cheung, M. F. Y., & To, W. M. (2021). The effects of customer involvement on perceived service performance and word-of-mouth: the mediating role of service co-creation. Asia Pacific Journal of Marketing and Logistics, 33(4), 1014-1032. 10.1108/APJML-04-2020-0221

[31] Khan, Imran; Hollebeek, Linda D.; Fatma, Mobin; Islam, Jamid Ul; Rahman, Zillur (2019). Brand engagement and experience in online services. Journal of Services Marketing, 34(2), 163–175. https://doi.org/10.1108/JSM-03-2019-0106

[32] De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21, 495-515. https://doi.org/10.1057/bm.2014.18

[33] Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5-6), 375-399. https://doi.org/10.1080/0267257X.2017.1302975

[34] Naumann, K., Bowden, J., & Gabbott, M. (2020). Expanding customer engagement: the role of negative engagement, dual valences and contexts. European Journal of Marketing. https://doi.org/10.1108/EJM-07-2017-0464

[35] Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited. 20,277-319. http://dx.doi.org/10.1108/S1474-7979(2009)0000020014

[36] Hur, W. M., Kim, H., & Woo, J. (2014). How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics, 125, 75-86. https

The effect of brand knowledge and awareness on value co-creation and Word of Mouth (case study: consumers of LG home appliances)

References

References

Volume 27, Issue 2July 2024Pages 96-115

Volume 27, Issue 2
July 2024
Pages 96-115