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  • 1.
    Anisimova, Tatiana
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Weiss, Jan
    Jönköping University.
    Mavondo, Felix
    Monash Univ, Australia.
    The influence of corporate brand perceptions on consumer satisfaction and loyalty via controlled and uncontrolled communications: a multiple mediation analysis2019In: Journal of Consumer Marketing, ISSN 0736-3761, E-ISSN 2052-1200, Vol. 36, no 1, p. 33-49Article in journal (Refereed)
    Abstract [en]

    Purpose Drawing on the stimulus-organism-response (S-O-R) model, the purpose of this study is to investigate mediating effects of controlled and uncontrolled communications of corporate brand perceptions on consumer satisfaction and loyalty. Design/methodology/approach Structural equation modeling (SEM) was used to test the hypotheses on a sample of 271 Australian automobile consumers. Findings The authors find that while consumer satisfaction is indirectly influenced by corporate-level attributes via controlled and uncontrolled communication, the authors did not find an indirect effect between consumer benefits on consumer satisfaction via controlled and uncontrolled communication. By contrast, the authors find highly significant indirect effects - via controlled and uncontrolled communication as well as consumer satisfaction - for the relationship between, on the one hand, corporate-level attributes and consumer benefits and consumer brand loyalty on the other. Uncontrolled communication was significantly associated with consumer loyalty, a relevant finding that indicates an importance of tracking media coverage and maintaining favorable relationships with the media.

  • 2.
    Helmefalk, Miralem
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing2019In: Journal of Consumer Marketing, ISSN 0736-3761, E-ISSN 2052-1200, Vol. 36, no 2, p. 253-263Article in journal (Refereed)
    Abstract [en]

    Purpose This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing. Design/methodology/approach Two studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017). Findings Findings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator. Originality/value The findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

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