Modelling the Impacts of Brand Image on WOM for Virtual Idols
Asian Journal of Education and Social Studies,
Page 10-24
DOI:
10.9734/ajess/2023/v38i3825
Abstract
Virtual idols can replace real people in advertising endorsement without any moral problems, which is one of the feasible spokespersons. The purpose of this study is to explore the current status of brand image, brand awareness and word-of-mouth perceived by consumers to virtual idols, their correlation, the mediating effect of brand awareness and the moderating effect of involvement. In this study, a questionnaire survey was used to collect data, and 425 valid samples were obtained through online survey. The results show that the relationship between brand image, brand awareness and word-of-mouth presents a significant and positive correlation; brand image has a significant and positive impacts on word-of-mouth and brand awareness; brand awareness has a significant and positive impacts on word-of-mouth. In addition, the mediating effect of brand awareness on brand image-word-of-mouth relationship and the moderating effects of involvement among those variables used in this study have been confirmed. Finally, this study suggests that enterprises should be committed to improving the brand image of virtual idols, so that consumers can perceive the characteristics and highlights of virtual idols. Moreover, future studies can try to compare the effects of different virtual idols’ endorsement, and compare the differences in their brand image, brand awareness and word-of-mouth.
Keywords:
- Virtual idol
- brand image
- brand awareness
- word-of-mouth
- endorsement effect
How to Cite
Yen, T.-F. (TF), Han, L., & Yuan, L. (2023). Modelling the Impacts of Brand Image on WOM for Virtual Idols. Asian Journal of Education and Social Studies, 38(3), 10-24. https://doi.org/10.9734/ajess/2023/v38i3825
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Gohary A, Hamzelu B, Alizadeh H. Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers, Journal of Retailing and Consumer Services. 2016; 31:127-142.
Bachleda C, Fakhar A, Elouazzani Z. Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship. Sport Management Review. 2016;19 :293–305.
Whang H, Yong S, Ko E. Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of Business Research. 2016;69: 631–641.
Brown G, Smith A, Assaker G. Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics, Tourism Management. 2016 ;55:160-172.
Van Poucke E, Matthyssens P, Weeren A. Enhancing cost savings through early involvement of purchasing professionals in sourcing projects: Bayesian estimation of a structural equation model, Journal of Purchasing & Supply Management. 2016; 22(4):299-310.
Molinillo S, Japutra A, Ekinci Y. Building brand credibility: The role of involvement, identification, reputation and attachment, Journal of Retailing and Consumer Services. 2022;64:102819.
Iqbal J, Yu D, Zubair M, Rasheed MI, Khizar UHM, Imran M. Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. SAGE. 2021:1–14.
Song H, Cadeaux J, Yu K. The effects of service supply on perceived value proposition under different levels of customer involvement, Industrial Marketing Management. 2016;54:116–128.
Yen TF. Discussion on brand impression, satisfaction and behavioral intention of wine culture tourism destinations--interference of involvement. Journal of Sports, Leisure, Food and Tourism. 2018; 13(3):1-20.
Yen TF, Lin S, Liu X. The effect of subjective norms and diverse searches on satisfaction-word-of-mouth relationships: A case study of homestays. Leisure Business Research. 2018;6(3):1-14.
Yen TF. The relationship between place attachment, involvement, trust and support for sustainable tourism development in tea culture tourism. Leisure Business Research. 2017;15(3):21-35.
Yen TF, Tien CK. Consumers’ WOM behaviour towards organic food consumption. International Journal of Latest Engineering and Management Research. 2019;4(2):83-93.
Yen TF, Wang MH. Wine cultural event as a growing phenomenon: Role of novelty, value and satisfaction in developing WOM. Asian Journal of Education and Social Studies. 2020; 10(2):29-41.
Ma, Ning Ke. Analysis of brand marketing strategy based on virtual idol IP from the perspective of fan economy: A case study of KDA. World of Sound Screen. 2022;(11):69-71.
Kang Delin. The development and marketing application of virtual idols. International Brand Observation. 2021;(36): 71-73.
Çifci S, Ekinci Y, Whyatt G, Japutra A, Molinillo S, Siala H. A cross validation of consumer-based Brand equity models: Driving customer equity in retail brands. Journal of Business Research. 2016;69(9): 3740–3747.
Available:https://doi.org/10.1016/j.jbusres.2015.12.066
Mitra S, Jenamani M. OBIM: A computational model to estimate brand image from online consumer review, Journal of Business Research. 2020;114: 213–226.
Plumeyer A, Kottemann P, Böger D, Decker R. Measuring brand image: A systematic review, practical guidance, and future research directions. Review of Managerial Science. 2019:227–265.
Available:https://doi.org/10.1007/s11846-017-0251-2
Keller KL. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. 1993;57(1):1.
Available:https://doi.org/10.2307/1252054
Mitra S, Jenamani M. OBIM: A computational model to estimate brand image from online consumer review, Journal of Business Research. 2020;114: 213–226.
Graciola AP, De Toni D, Milan GS, Eberle L. Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores, Journal of Retailing and Consumer Services. 2020;55:102117.
Yen TF. The relationship between place attachment, involvement, trust and support for sustainable tourism development in tea culture tourism. Leisure Business Research. 2017;15(3):21-35.
Agmeka F, Nida R, Adhi W, Santoso S. The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science. 2019;161:851-858.
Kato T. Factors of loyalty across corporate brand images, products, dealers, sales staff, and after-sales services in the automotive industry, Procedia Computer Science. 2021;192:1411-1421.
Poiesz TBC. The image concept: Its place in consumer psychology. Author links open overlay panel, Journal of Economic Psychology. 1989;10(4):457-472.
Gomez M, Lopez C, Molina A. A model of tourism destination brand equity: The case of wine tourism destinations in Spain, Tourism Management. 2015;51:210-222.
Shahid Z, Hussain T, aZafar F. the impact of brand awareness on the consumers’ purchase intention. Journal of Marketing and Consumer Research. 2017; 33:34-38.
Kapferer JN. The new strategic brand management: Creating and sustaining brand equity long term. London: Kogan Page; 2004.
Keller K. Understanding brands, branding and brand equity. Journal of Direct Data Digital Marketing Practice. 2003;5:7-20.
Available:https://doi.org/10.1057/palgrave.im.4340213
Macdonald EK, Sharp BM. Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research. 2000;48:5–15.
Sasmita J, Mohd Suki N. Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image, International Journal of Retail & Distribution Management. 2015;43(3):276-292.
Available:https://doi.org/10.1108/IJRDM-02-2014-0024
Dholakia UM. A motivational process model of product involvement and consumer risk perception, European Journal of Marketing. 2001;35(11/12): 1340-1362. Available:https://doi.org/10.1108/EUM0000000006479
Gabbott M, Hogg G. Consumer involvement in services: A replication and extension. Journal of Business Research. 1999;46(2):159-166.
Krishnamurthy A, Kumar SR. Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services. 2018;43:149-156.
Yen TF, Lian W, Liu N, Wan Z, Xu Q. The relationship between activity involvement, activity satisfaction and revisiting intention of college students: A case study of Yibin wine culture tourism in Sichuan Province. Leisure Studies. 2020;18(2):1-12.
Herold K, Tarkiainen A, Sundqvist S. How the source of word-of-mouth influences information processing in the formation of brand attitudes. Journal of Marketing and Higher Education. 2016;26 (1):64–85.
Hoonsopon D, Puriwat W. The effect of reference groups on purchase intention: Evidence in distinct types of shoppers and product involvement, Australasian Marketing Journal. 2016;24:157-164.
Castro D, Kim S, Assaker G. An empirical examination of the antecedents of Residents' support for of future film tourism development, Tourism Management Perspectives. 2022;45(2023) 101067.
Gohary A, Hamzelu B, Alizadeh H. Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers, Journal of Retailing and Consumer Services. 2016; 31:127-142.
Bachleda C, Fakhar A, Elouazzani Z. Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship. Sport Management Review. 2016;19 :293–305.
Whang H, Yong S, Ko E. Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of Business Research. 2016;69: 631–641.
Brown G, Smith A, Assaker G. Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics, Tourism Management. 2016 ;55:160-172.
Van Poucke E, Matthyssens P, Weeren A. Enhancing cost savings through early involvement of purchasing professionals in sourcing projects: Bayesian estimation of a structural equation model, Journal of Purchasing & Supply Management. 2016; 22(4):299-310.
Molinillo S, Japutra A, Ekinci Y. Building brand credibility: The role of involvement, identification, reputation and attachment, Journal of Retailing and Consumer Services. 2022;64:102819.
Iqbal J, Yu D, Zubair M, Rasheed MI, Khizar UHM, Imran M. Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. SAGE. 2021:1–14.
Song H, Cadeaux J, Yu K. The effects of service supply on perceived value proposition under different levels of customer involvement, Industrial Marketing Management. 2016;54:116–128.
Yen TF. Discussion on brand impression, satisfaction and behavioral intention of wine culture tourism destinations--interference of involvement. Journal of Sports, Leisure, Food and Tourism. 2018; 13(3):1-20.
Yen TF, Lin S, Liu X. The effect of subjective norms and diverse searches on satisfaction-word-of-mouth relationships: A case study of homestays. Leisure Business Research. 2018;6(3):1-14.
Yen TF. The relationship between place attachment, involvement, trust and support for sustainable tourism development in tea culture tourism. Leisure Business Research. 2017;15(3):21-35.
Yen TF, Tien CK. Consumers’ WOM behaviour towards organic food consumption. International Journal of Latest Engineering and Management Research. 2019;4(2):83-93.
Yen TF, Wang MH. Wine cultural event as a growing phenomenon: Role of novelty, value and satisfaction in developing WOM. Asian Journal of Education and Social Studies. 2020; 10(2):29-41.
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