Research article

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Strategic Alignment of Eco-Practices: The Mediator of Eco-Controls in Translating Environmental Strategy Kanya Sannamwong, Wila-sini Wongkaew and Danupol Hoonsopon Pages 1 - 21    Download PDF  Article preview Cite Abstract This study aims to explore the role of eco-controls in translating competitive environmental strategic intents into eco-practices, as well as the associations between eco-practices and environmental and economic performance. A web-based survey is used to collect data from Thai manufacturing firms in high-polluting industries. Structural Equation Modeling (SEM) is employed for data analysis. Findings from the study show most firms use more bureaucratic forms of eco-control (151 out of 169 firms). Firms with more bureaucratic forms of eco-controls show a high level of alignment between environmental strategic intents and eco-practices, regardless of their environmental strategic intents. While firms with eco-marketing practices exhibit high environmental and economic performance, firms with eco-production practices show high environmental and economic performance only when they also adopt eco-marketing practices. The study extends existing literature by explicitly distinguishing between intended environmental strategy (i.e. environmental strategic intent) and realized environmental strategy (i.e. eco-practice) and extends the analysis to examine environmental and economic performance. For practical implication, it is recommended that firms should use more bureaucratic forms of eco-control, such as action control, formal control, and tight control, to create a strategic alignment of eco-practices, which in turn, will lead to high performance.
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Driving Brand Evangelism of Fast-Food Brands in Thailand: The Mediator Role of Online Brand Community Engagement Teeraputr Panyapruek and Pensri Jaroenwanit Pages 22 - 38    Download PDF  Article preview Cite Abstract Fast-food brands in Thailand operate an online brand community, especially on Facebook, to build customer-brand relationships and create customers that go beyond brand loyalists. The purpose of this study is to investigate the influence of brand interactivity and brand identification within social media on brand evangelism and how it is mediated by online brand community engagement for a fast-food brand in Thailand. This study targeted community members who had a fast-food brand customer and were members of an official fast-food brand fan page on Facebook for at least six months. The data from the study were 500 followers of fast-food brands on Facebook, and the data analysis used AMOS for confirmatory factor analysis (CFA) and structural equation modelling (SEM). The results show that brand interactivity in each construct and brand identification have a considerably positive impact on the operation of fast-food brands in Thailand through social media like Facebook and are significant antecedents of online brand community engagement and brand evangelism. Furthermore, the role of online brand community engagement in mediating the positive impact on brand evangelism. The findings highlight brand interactivity as a crucial factor to drive business in the digital era by using brand content to effectively interact with customers and enhance customer benefits through brand interactions.
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Elderly Segmentation, Acculturation to Global Consumer Culture, and Consumption Pattern in Thailand Nuttapol Assarut, Somkiat Eiamkanchanalai and Suwanee Surasiengsunk Pages 39 - 58    Download PDF  Article preview Cite Abstract This study aims to explore the characteristics, segmentation, and consumption patterns of the elderly population in Thailand. One thousand and two hundred respondents were sampled. By employing the latent class cluster analysis, a more in-depth classification of the elderly population was suggested as an expansion to the previous research findings regarding only the new age and traditional elderly groups. The result suggests five segments, including the new-age, unadaptable affluent, trend-following middle class, complacent middle class, and impoverished elderly groups. The consumption patterns of fifteen products from all the elderly groups were also investigated. Each elderly group has a different consumption pattern from among the material-utilitarian, material-hedonic, experiential-utilitarian, and experiential-hedonic consumption values. Promotion of the traditional elderly group to the new-age elderly group is beneficial to maintaining economic growth in an ageing society. Managerial implications for the government and the private sector with respect to each type of elderly group are proposed.
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Does Online-offline Brand Image Consistency Influence Brand Relationships? Empirical Research on Retail Brands Yue Huang and Lu Suo Pages 59 - 80    Download PDF  Article preview Cite Abstract The purpose of this research is to study, based on Schema Theory and customers' brand experience, the effect of online-offline brand image consistency in retail stores on consumer brand relationship variables such as brand trust, word-of-mouth (WOM), and willingness to co-create value. Using an online survey questionnaire and convenience sampling, data were collected from 421 Chinese consumers (18 years and older) who had made purchases from around 45 retail brands within the past year. Structural equation modeling was employed for data analysis. The findings confirm that online-offline brand image consistency positively influences brand experience. Furthermore, brand experience was found to positively affect retail brand relationships (brand trust, WOM, willingness to co-create value). Moreover, online-offline brand image consistency in retail stores was found to positively impact brand relationship variables. Finally, brand experience was found to play a role as an intermediary in the association between online-offline brand image consistency and retail brand relationships. These results provide valuable insights for the retail industry, suggesting the importance of incorporating online and offline brand image consistency into corporate branding strategies to attract and retain customers.
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Consequences of Irritating Brand Behavior on Social Media: Examining Negative Consumer Sentiment Chonlada Sajjanit Pages 81 - 103    Download PDF  Article preview Cite Abstract Previous studies commonly examined the positive aspects of consumer-brand relationships and positive reactions toward brands. Specifically, fewer researchers have explored negative consumer sentiment toward brands on social networking sites (SNSs). The current study attempts to fill this knowledge gap. It aims to explore the effect of firms’ irritating brand behaviors on SNSs on consumers’ anti-brand behaviors through their negative feelings i.e., perceived irritation and brand hate. This study used mixed-method research including qualitative interviews and a quantitative survey. The findings indicated that irritating brand behaviors on SNSs significantly develop consumers’ negative sentiments including irritation and hateful feelings. Consequently, consumers engage in anti-brand behaviors i.e., brand avoidance and revenge behavior. The study encourages practitioners to design communication strategies on social media platforms in a way in which consumers’ negative feelings are minimized.