Development and validation of a scale for measuring E-retail brand experience
Development and validation of a scale for measuring E-retail brand experience
Creating a compelling customer experience for online retail brands (i.e., e-retail brands) is vital for the success of online retailing. The extant research also emphasizes the need to study customer experience concepts for e-retail-brands. Customer experience with e-retail brands comprises a customer’s subjective, multi-dimensional psychological response to the e-retail brand-related stimuli. However, the availability of a valid and reliable scale to evaluate ‘customer experience with an e-retail brand’ (i.e., e-retail brand experience) is limited in the literature. Hence, this study aims to conceptualize, develop, and validate a scale to measure the E-retail brand experience using a mixed-method approach through three stages. In Stage ۱, potential scale items are generated and selected through semi-structured interviews, expert surveys, and literature review. In Stage ۲, scale items are reduced, and the scale’s dimensionality is assessed. In Stage ۳, items and their dimensionality are validated through different phases of factor analysis. The study developed a ۲۶-item nine-dimensional E-retail brand experience scale. The scale exhibits sound psychometric properties based on reliability and validity tests. This scale can assist online retail practitioners in measuring and contextualizing customer experiences with their E-retail brands. It also contributes to the literature to a great extent as it makes the online brand experience much more tangible and assessable for scholars in the field.
Corporate social responsibility and employer brand personality appeal
M Azimi, F Sadeghvaziri, Z Ghaderi, C Michael Hall - Journal of Hospitality Marketing & Management, ۲۰۲۴
Employer branding in organizational human resources management is essential. Nevertheless, certain gaps persist within the realm of scientific research in this field, particularly in the exploration of novel concepts like employer brand personality appeal and its potential impact within the hospitality industry, which grapples with numerous human resources challenges. To fill this gap in knowledge, this paper introduces employer brand personality appeal as a concept within the hospitality employer brand context and measures its impact alongside corporate social responsibility on employee turnover intention and satisfaction in Iran’s hospitality industry. Using a quantitative approach, a survey questionnaire was applied to investigate employees’ perceptions. Respondents were ۲۲۵ employees of four-and five-star hotels in Tehran. Results signify the impact of both corporate social responsibility and employer brand personality appeal on employees’ behavioral consequences. Furthermore, findings support the influence of corporate social responsibility in promoting employer brand personality appeal. Therefore, this study expands hospitality employer brand literature by proposing a novel concept and exploring its potential for hospitality human resources deficiencies.