Browsing by Author "Melewar, T.C."

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Binational Study of the Impact of Brand Image, Brand Personality and Brand Love on Word of Mouth: The Case of Fashion Brands in UK and Switzerland
(Academy of Marketing Science, 2015) Rageh Ismail, Ahmed; Melewar, T.C.
This study seeks to test a research framework designed to explain the direct effects of brand love, image and personality upon word of mouth in different two contexts. Using data collected from two different countries (United Kingdom and Switzerland), the survey instrument was tested for reliability and validity using confirmatory factor analysis. Hypotheses are then developed related to the consumer-brand relationship across the two countries which are then tested using structural equation modeling. The findings showed that, there is a significant relationship between excitement and brand image, brand love and word of mouth. This is particularly true in both samples. The impact of brand image on word of mouth was not found significant in the two countries in the study. The primary limitation of the study is that the two sampled countries were European. The study explains the relationships among different branding constructs to maximize word of mouth in a wide range of market environments. Although aspects of consumer-brand relationships heavily studied in the US market, much less research exists across markets and in non-US context. This paper redresses this imbalance. Keywords- brand personality, brand image, brand love, WOM and cross-cultural markets.
Customer experiences with brands: Literature review and research directions
(Westburn Publishers Ltd, 2011) Rageh Ismail, Ahmed; Melewar, T.C.; Lim, Lynn; Woodside, Arch
The concept of customer experience is evolving to an ever more imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains vague and a thorough theoretical foundation is lacking. This paper addresses this gap in the literature facilitating a brand-management understanding of the concept of customer experience and its antecedents and consequences. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literature. In addition, twelve propositions describe and explain the antecedents of customer experience and impacts upon brand loyalty within a service-centred marketing logic. This paper contributes a novel customer-brand experience perspective and conceptual tools relevant for further theory development and for effectively managing customer-brand relationships.
Impact of perceived social media marketing activities on brand and value consciousness: roles of usage, materialism and conspicuous consumption
(Inderscience, 2018) Rageh Ismail, Ahmed; Nguyen, Bang; Melewar, T.C.
This research investigates the impact of perceived social media marketing activities on brand- and value consciousness. It further examines the effect of social media usage on materialism, brand consciousness and conspicuous consumption, as examining materialism-centric behaviour is becoming important in a consumption-based economy. A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students. Two different research models are tested and confirmed. The findings of this research indicated that perceived social media marketing activities have a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between perceived social media marketing activities and brand loyalty. Moreover, evidence supports the idea that the greater the use of social media, the greater the tendency towards materialism and conspicuous consumption. This study confirms the growing importance of perceived social media marketing activities in envisioning brand loyalty and provides insights on impact of social media on materialism and conspicuous consumption.
Using netnography research method to reveal the underlying dimensions of the customer/tourist experience
(Emerald Group Publishing Limited, 2013) Rageh Ismail, Ahmed; Melewar, T.C.; Woodside, Arch
Purpose – The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. Therefore, this study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience. Design/methodology/approach – The netnography method is utilized to validate a priori concepts that have been identified in the literature within the tourist industry in Egypt. Findings – The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and beauty, which are consistent with major studies on experience. Research limitations/implications – The focus of the study was on customer reviews that were written in English and posted online. Therefore, care should be taken when interpreting these findings. Practical implications – This study attempted to gain a meaningful degree of understanding of customer experience construct. The results suggest a number of implications for service, marketing and brand managers. The knowledge of customer experience and the challenge of creating great customer experience are of utmost importance. Many marketers acknowledge the importance of customer experience, but they have very little knowledge of what the components are of customer experience.