Impact of functional/cognitive and emotional advertisements on image and repurchase intention
In this study, we attempted to explore the role of chain steakhouse image (functional, symbolic, and experiential), pleasure, arousal, and brand satisfaction in building customer repurchase intention and to uncover the moderating impact of functional/cognitive and emotional advertisements (ads). A f...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Routledge
2019
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/80160/1/Impact%20of%20functionalcognitive%20and%20emotional%20advertisements%20on%20image%20and%20repurchase%20intention.pdf |
| _version_ | 1796980735587909632 |
|---|---|
| author | Chua, Bee Lia Han, Heesup Hong, Ngoc Nguyen Song, Hakjun Lee, Sanghyeop |
| author_facet | Chua, Bee Lia Han, Heesup Hong, Ngoc Nguyen Song, Hakjun Lee, Sanghyeop |
| author_sort | Chua, Bee Lia |
| collection | UPM |
| description | In this study, we attempted to explore the role of chain steakhouse image (functional, symbolic, and experiential), pleasure, arousal, and brand satisfaction in building customer repurchase intention and to uncover the moderating impact of functional/cognitive and emotional advertisements (ads). A field survey was conducted for data collection. A quantitative approach was employed to analyze the data. Findings from the structural analysis showed that image, emotions, and satisfaction played a significant role in generating intention, both pleasure and satisfaction acted as mediators, and hypothesized associations were mostly supported. Moreover, the relationships among functional image, pleasure, and brand satisfaction within the proposed theoretical framework were significantly moderated by functional/cognitive and emotional ads. Implications for researchers and practitioners are discussed. Current research provides chain steakhouse management a better understanding of the underlying complicated mechanism of customers’ repurchase decision generation process. |
| first_indexed | 2024-03-06T10:27:25Z |
| format | Article |
| id | upm.eprints-80160 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T10:27:25Z |
| publishDate | 2019 |
| publisher | Routledge |
| record_format | dspace |
| spelling | upm.eprints-801602020-09-30T08:45:17Z http://psasir.upm.edu.my/id/eprint/80160/ Impact of functional/cognitive and emotional advertisements on image and repurchase intention Chua, Bee Lia Han, Heesup Hong, Ngoc Nguyen Song, Hakjun Lee, Sanghyeop In this study, we attempted to explore the role of chain steakhouse image (functional, symbolic, and experiential), pleasure, arousal, and brand satisfaction in building customer repurchase intention and to uncover the moderating impact of functional/cognitive and emotional advertisements (ads). A field survey was conducted for data collection. A quantitative approach was employed to analyze the data. Findings from the structural analysis showed that image, emotions, and satisfaction played a significant role in generating intention, both pleasure and satisfaction acted as mediators, and hypothesized associations were mostly supported. Moreover, the relationships among functional image, pleasure, and brand satisfaction within the proposed theoretical framework were significantly moderated by functional/cognitive and emotional ads. Implications for researchers and practitioners are discussed. Current research provides chain steakhouse management a better understanding of the underlying complicated mechanism of customers’ repurchase decision generation process. Routledge 2019 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/80160/1/Impact%20of%20functionalcognitive%20and%20emotional%20advertisements%20on%20image%20and%20repurchase%20intention.pdf Chua, Bee Lia and Han, Heesup and Hong, Ngoc Nguyen and Song, Hakjun and Lee, Sanghyeop (2019) Impact of functional/cognitive and emotional advertisements on image and repurchase intention. Journal of Hospitality Marketing and Management, 28 (4). pp. 446-471. ISSN 1936-8623; ESSN: 1936-8631 https://www.tandfonline.com/doi/full/10.1080/19368623.2019.1531803?scroll=top&needAccess=true doi.org/10.1080/19368623.2019.1531803 |
| spellingShingle | Chua, Bee Lia Han, Heesup Hong, Ngoc Nguyen Song, Hakjun Lee, Sanghyeop Impact of functional/cognitive and emotional advertisements on image and repurchase intention |
| title | Impact of functional/cognitive and emotional advertisements on image and repurchase intention |
| title_full | Impact of functional/cognitive and emotional advertisements on image and repurchase intention |
| title_fullStr | Impact of functional/cognitive and emotional advertisements on image and repurchase intention |
| title_full_unstemmed | Impact of functional/cognitive and emotional advertisements on image and repurchase intention |
| title_short | Impact of functional/cognitive and emotional advertisements on image and repurchase intention |
| title_sort | impact of functional cognitive and emotional advertisements on image and repurchase intention |
| url | http://psasir.upm.edu.my/id/eprint/80160/1/Impact%20of%20functionalcognitive%20and%20emotional%20advertisements%20on%20image%20and%20repurchase%20intention.pdf |
| work_keys_str_mv | AT chuabeelia impactoffunctionalcognitiveandemotionaladvertisementsonimageandrepurchaseintention AT hanheesup impactoffunctionalcognitiveandemotionaladvertisementsonimageandrepurchaseintention AT hongngocnguyen impactoffunctionalcognitiveandemotionaladvertisementsonimageandrepurchaseintention AT songhakjun impactoffunctionalcognitiveandemotionaladvertisementsonimageandrepurchaseintention AT leesanghyeop impactoffunctionalcognitiveandemotionaladvertisementsonimageandrepurchaseintention |