nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2021‒03‒29
two papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. Factors affecting Brand Loyalty on Green Product Consumption By Premruedee Jitkuekul
  2. Brand-Consumer Conversations: Mobile Internet Messaging and Paid Chat as MarCom tool By Keyoor Purani; Priya Premi

  1. By: Premruedee Jitkuekul (Kasetsart University, Sakonnakhon, Thailand Author-2-Name: Sirinna Khamtanet Author-2-Workplace-Name: Kasetsart University, Sakonnakhon, Thailand Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)
    Abstract: Objective - This study aims to investigate the importance of brand trust affecting green product repeat purchases using a statistics program with structural equation modelling (SEM) to conduct confirmation factor analysis and correlation analysis between the independent and dependent variables. Methodology/Technique - This study collected data from 820 green-product consumers in the northeast region of Thailand. Samples were recruited from 20 local department stores across 20 provinces. The study used a stratified sampling technique to stratify each province's residents. Findings - SEM analysis shows that brand trust has a positive correlation to brand engagement and loyalty with a statistical significance value of 0.05, together with a beta coefficient value of 0.68 and 0.54. The study also found that brand engagement has positive correlation to loyalty with a statistical significance value of 0.05, together with a beta coefficient value of 0.75. These results mean that when the customer trusted the brand, it would lead to brand engagement and being big a fan of the brand. This is because the customer is unfamiliar with green products, and there are some critical factors such as price and quality. Thus, building brand trust would decrease customer apprehension. When customers feel safe, they will feel engage to the brand. Accordingly, when customers are engaged to the brand, they become loyal to the brand leading to repeat purchasers, word of mouth and brand advocacy. Novelty - This paper contributes to the understanding on green product consumption and customer behaviour and can be used to formulate the right strategies for promoting green products, based on critical factors that influence the customer buying process.
    Keywords: Brand Engagement; Brand Trust; Green Products; Loyalty; Structural Equation Modelling; Customer Buying Process; Brand Loyalty
    JEL: M31 M39
    Date: 2021–03–31
  2. By: Keyoor Purani (Indian Institute of Management Kozhikode); Priya Premi (Indian Institute of Management Kozhikode)
    Abstract: Messaging through mobile apps has become the most preferred communication method in recent times. Messaging apps have surpassed social networking apps in monthly active users. This changing digital behavior of consumers is shaping mobile messaging apps as a new face of social media and thus presenting huge opportunity for brands to leverage this new media platform. This paper attempts to explain the mobile phone-based messaging, analyses alternative mobile messaging platforms and opportunities for brands for consumer engagement on these platforms and explores the idea of conversational marketing. It presents a brand -consumer conversation approach that may leverage the consumer messaging behavior and also provide an opportunity for messaging apps to monetize their platforms. It has implications for practices and provides future research directions.
    Keywords: Brand Consumer Conversations, Instant Messaging, Mobile Instant Messaging (MIM) Apps, Paid Chat, Pay Per Conversation, Messaging App Marketing
    Date: 2020–03

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