Attractive inbound marketing on tourist loyalty at tourism destination in Indonesia

The objective of the study is to investigate the moderating role of affective sentiments of brand psychological ownership of an employee in the relationship among the cognitive sentiments of employee brand understanding and employee brand equity of conventional and Islamic banks. Survey method was adopted to collect data from respondents from conventional and Islamic banks. Data were collected from 279 employees from the banking sector using two-stage probability sampling. Disproportionate stratified random sampling and simple random sampling were employed to collect responses. To analyze the data, multi-group analysis was applied using PLS-SEM technique through SmartPLS 3.0. Results demonstrated that congruence between brand image and individuals has a moderating effect on the relationship between brand confidence and employee brand equity in conventional banking. Responsibility to maintain brand image has a moderating effect on the relationship between brand knowledge and employee brand equity in conventional banking. In case of Islamic banking, only congruence between brand image and individuals exhibited a moderating role on the relationship between brand knowledge and employee brand equity. The importance of brand understanding of employees and psychological ownership of a brand has been widely discussed in branding literature. However, only a few studies investigated the relationship between dimensions of employee brand understanding and the employee brand psychological ownership with employee brand equity. The cognitive and affective sentiments of both exogenous latent constructs, their relationships, and the interaction effect of cognitive and affective sentiments were seldom discussed in branding literature. This study covers the in-depth view and investigation of brand understanding of employ¬ees and the affective and cognitive sentiments of brand psychological ownership with em¬ployee behavior toward a brand. This study also uncovers the moderating role of affective sentiments of brand psychological ownership on the relationship between cognitive senti¬ments of employee brand understanding and employee brand equity. This study will help researchers analyze the in-depth role of affective and cognitive sentiments on brand sup¬portive related behavior of employees.

Risk aversion plays a crucial role in understanding how individuals make financial decisions and allocate their resources. This study analyzes the influence of risk aversion on behavioral intentions and explores the mediating role of attitudes, subjective norms, and perceived behavioral control. Additionally, it investigates the moderating effect of gender and financial literacy on behavioral intentions of investors. A sample of 400 people was collected from Indian retail investors by administering a structured questionnaire through stock brokering firms, and data were analyzed using Partial least squares – Structural equation modelling in the Smart PLS 3.3.9 software. The research found that risk aversion, attitude, subjective norms, and perceived behavioral control significantly impact an investor’s intention. Among all the antecedents of behavioral intentions, perceived behavioral control (β 0.481*) was found as a significant predictor of the intention compared to attitude (β 0.154*), subjective norms (β 0.224*) and risk aversion (β 0.082*) factors. Further, mediation analysis found that attitude, subjective norms, and perceived behavioral control partially mediated the relationship between risk aversion and intention. Lastly, the multi-group analysis revealed that gender and financial literacy did not moderate the association between risk aversion and intention.

Drawing on an extended Innovation Resistance Theory, this study examines how various barriers – namely, usage, value, risk, tradition, image, information, and privacy – affect the behavioral intention to use mobile fintech services among bottom of the pyramid consumers. Moreover, it investigates the moderating role of gender difference on these relationships using Multi-Group Analysis. Primary data were collected through a self-administered online survey and gaining 200 responses from low-income users in urban city in Indonesia who already have smartphones but possess minimal experience or knowledge of mobile fintech services usage. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares, with assistance from SmartPLS 4.0 software. The findings indicated that five barriers (usage, value, risk, tradition, and privacy) had a significant negative impact on the intention to use fintech services, while the other two (image and tradition) showed no significant effect. Additionally, it is revealed that gender did not affect the impact of usage and risk barriers, whereas differences were identified for the other barriers. These insights highlight the importance of addressing gender-specific needs in designing mobile fintech solutions for low-income consumers in emerging economies.

Acknowledgment
We would like to acknowledge and thank the Balai Pembiayaan Pendidikan Tinggi (Center of Financing Higher Education) – BPPT, The Ministry of Education, Culture, Research, and Technology, Republic of Indonesia, and the Lembaga Pengelola Dana Pendidikan (Indonesia Endowment Fund for Education) – LPDP, Ministry of Finance Indonesia, for providing funding for this research publication.