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The intense competition among fresh food e-commerce platforms in China has reduced the market share of the leading firms. This study aims to establish a model framework based on brand knowledge, perceived value, brand trust, and purchase intention to improve the market competitiveness of fresh food e-commerce platforms. Based on the analysis of 475 questionnaires using SmartPLS software, the results indicate that the established model framework provides an excellent explanation and forecasting (R2 = 45.5%) for consumers' intentions to purchase fresh food. The path analysis results of this study show that there are significant positive effects among the model variables. Among antecedent variables, brand image has the greatest influence on perceived value, perceived value has the greatest influence on brand trust, and brand trust has the most significant impact on purchase intention. Furthermore, perceived value and brand trust have noteworthy mediating and serial mediating effects on brand knowledge and purchase intention. These findings have important implications for theoretical and managerial practices in the context of fresh food e-commerce platforms, providing insights on how to enhance customer purchase intentions.
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The purpose of this article is to explain how online advertising affects customer satisfaction through the mediation of brand knowledge. The sample size of this survey is based on 100 participants in the Multan region. This study collects data by conducting various unstructured interviews. In this study, we used a qualitative data acquisition technique. The results show that online advertising does not have a significant impact on customer satisfaction. However, when brand knowledge is included as a parameter, the correlation between online advertising and customer satisfaction increases. Online advertising is a new advertising tool used by most organizations. This manuscript helps practitioners choose better tools for online promotion and uses a variety of recognition techniques to improve their brand knowledge. It has been known through this study, that building customer confidence in product quality is a very effective approach in front of business owners, as brand reputation enhances customer satisfaction. This study is unique in that previous studies considered elements of brand knowledge as parameters and ignored to find a direct relationship between online advertising and customer satisfaction. This study highlights key points that will help emerging researchers critically analyze such aspects in future studies.
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The underlying aim of this study was to investigate the impact of human resource management (HRM) practices, organizational identity, and brand leadership on employee brand-based equity through the mediatory role of brand knowledge dissemination. A questionnaire was adopted to obtain data from 421 employees working in the construction sector of China. The SmartPLS software was used to analyze the data with the help of a structural equation modeling (SEM) technique. The results revealed that HRM practices and organizational identity had a positive and significant relationship with employee brand-based equity, while brand leadership had no direct impact on employee brand-based equity. The results also revealed that brand knowledge dissemination mediated the relationship between independent variables (HRM practices, organizational identity, and brand leadership) and dependent variable (employee brand-based equity). Theoretically, this paper made a valuable contribution by examining the impact of HRM practices, organizational identity, and brand leadership on employee brand-based equity. In terms of practical implications, this study would obviously help the organizations to improve their employee brand-based equity through HRM practices and organizational identity.
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This study tends to explore the impact of brand knowledge and organizational loyalty under the mediating role of organizational culture on employee-based brand equity (EBBE). For this purpose, employees of the hospitality sector were contacted to collect data through personally administrated questionnaires. Already established scales were used to devise instruments. Data were collected in two waves to minimize the common method bias. In the first wave, a total of 600 questionnaires were distributed, out of which 400 were received back, while in the second wave, remaining respondents were approached who have filled the survey in the first wave, and only 320 were received back, from which the partial and incomplete questionnaires were discarded, and at the end, 306 questionnaires were left. These final and completed responses were used for the data analysis and inferential purpose in this study. Collected data have been analyzed through Structural Equation Modeling by using Smart PLS 3 software. The assessment of measurement and structural model indicated a good model fit, and results indicate that EBBE is influenced by organizational loyalty and brand knowledge positively. Moreover, the mediating role of organizational culture has also been proved.
RESUMEN
Branding has been a key factor for the software houses, mainly customers' expectations for a predicted product and real-time experience. The identity and knowledge of brands set a certain set of expectations in the mind of the consumers and the organization's employees. This study mainly investigates the effects of brand identity and brand knowledge on the employee-based brand equity (EBBE) and consumer-based brand equity (CBBE). Further, it examined the mediating role of EBBE among these variables. To complete this empirical study, a quantitative survey was conducted using a 30-item survey method to collect data from 243 respondents from China's software houses. The participants were selected based on purposive sampling. Results show that brand identity and brand knowledge are the main constituents of EBBE, which significantly predicts the CBBE. The study highlights the importance of employees in building overall brand equity. Training and brand promotion activities would help the organizations build a brand identity that positively contributes to the EBBE. Further, brand identity and brand knowledge are needed to improve the human capital, engagement of employees, and their emotional affiliations with the organizations, ultimately making the brand equity of employees stronger.
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The current study aims to investigate the moderating effect of green brand knowledge (GBK) on the relationship of green brand positioning (GBP), attitude towards the green brand (ATGB), environmental concern (EC) and green purchase intention (GPI) in Pakistan. For this purpose, the data was collected from the individuals who were buying organic food by using purposive sampling, using cross-sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique results had shown that all the direct-effect relationships, namely, GBP, ATGB, EC variables have a positive and significant relationship with the GPI. While indirect-effect relationships have shown that the relationships of ATGB, EC and GPI are significantly moderated by GBK, which indicated that the effect of GBP, and EC toward GPI would be stronger when individuals have strong knowledge about green brands. In contrast, GBK is not significantly moderating the relationship between GBP and GPI. The empirical findings of this study fill a gap in the existing body of literature regarding the effects of GPI, ATGB and EC on green brands, as well as the moderating effect of GBK. As a result, this study provides insight into the topic, which has not been thoroughly investigated in earlier studies. Therefore, we consider that understanding this moderating effect is a positive contribution to the existing body of knowledge, which could help researchers explore this relationship in the future. This study could also help the owners and managers to know about the importance of these exogenous, and moderate variables to increase their customer's green purchase intentions.