Antecedents of brand advocacy in online food delivery services: An empirical investigation
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DOIhttp://dx.doi.org/10.21511/im.18(3).2022.12
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Article InfoVolume 18 2022, Issue #3, pp. 136-148
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256 Downloads
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Building a solid relationship between a brand and customers has become increasingly prevalent in a firm’s marketing strategy. It has led to a broader and deeper exploration of developing customer relationships by industry practitioners and academic researchers. Drawing on the marketing literature, this empirical study speculates on the possible mechanism underlying the process of building brand advocacy with consumers in online food delivery services. The data were collected from 562 respondents through online questionnaires from consumers of food delivery platforms in Bangkok and Metropolitan areas, Thailand. The survey data were analyzed using Structural Equation Modeling (SEM) to verify the model. The findings indicated the relationship between customer experience quality (brand experience, service experience, and post-purchase experience), brand leadership (perceived quality, perceived innovativeness, perceived value, and perceived popularity), relationship quality (trust, satisfaction, and commitment), and brand advocacy (recommendation, purchase intention, and brand defending). Regarding the investigation, customer experience quality positively affects brand leadership and relationship quality, which, in turn, mediated the pathway from customer experience quality to brand advocacy. The model explained 72% of the variance in brand advocacy. The study recommends that practitioners consider these findings when designing marketing strategies for online platforms.
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JEL Classification (Paper profile tab)L81, L83, L87, M31
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References58
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Tables2
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Figures2
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- Figure 1. Conceptual framework
- Figure 2. SEM result of building brand advocacy in online food delivery
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- Table 1. Discriminant validity assessment
- Table A1. Mean, SD, Cronbach’s alpha, CR, AVE, and factor loading analysis
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The impact of reconciliation quality in strategic alliances on financial innovation: The case of Moroccan institutions
Ahmed El Hammoumi
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Nabil Seghyar ,
Abdelaziz Berdi
doi: http://dx.doi.org/10.21511/imfi.21(2).2024.22
Investment Management and Financial Innovations Volume 21, 2024 Issue #2 pp. 276-286 Views: 243 Downloads: 65 TO CITE АНОТАЦІЯOperators of financial institutions in developing economies have a significant impact on economic activity by funding innovative initiatives. However, the lack of existing documentation to demonstrate the empirical relationships between financial innovation and the quality of the partnership relationship between these institutions represents a major gap in strategic and international management.
This paper presents an empirical study aimed at uncovering the results of the quality of financial institutions’ relationships regarding innovation within strategic alliances.
Using a qualitative research model, the study explores the positive influence of the quality of the relationship on financial innovation within Moroccan financial institutions engaged in strategic alliances. Four research hypotheses were tested using regression analysis on a sample of 34 strategic alliances formed by Moroccan financial institutions during the reference periods of 2018–2022.
The empirical results show that the quality of reconciliation relationships among Moroccan financial institutions has significantly contributed to their financial innovation. It is particularly crucial to combine two essential characteristics: mutual trust and partner commitment. On the other hand, mechanisms of mutual exchange and communication do not significantly affect financial innovation. The study underscores the importance of promoting high-quality ties within strategic alliances to foster financial innovation in Moroccan financial institutions. This emphasizes the significance of trust and mutual commitment between partners in promoting innovation in the financial sector.
