Browsing by Author "Basilisco, Richard"

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Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective
(Current Journal of Applied Science and Technology, 2019-11-11) Shin, Sean Kwan Soo; Amenuvor, Fortune Edem; Basilisco, Richard; Owusu-Antwi, Kwasi
This study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is collected from 412 smartphone users in South Korea. The hypotheses advanced to achieve this aim are tested through the structural equations modeling technique. The results of the study reveal that brand trust and brand commitment positively and significantly influence brand loyalty. The study further finds that brand trust is positively and significantly related to brand commitment, while the latter mediates the relationship between brand trust and brand loyalty. Equally, the study finds support for the moderating role of brand reputation on the relationship between brand trust and brand commitment. The study provides managerial and theoretical illuminations into comprehending brand trust, brand commitment, brand reputation, and brand loyalty.
Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective
(2019-11-11) Shin, Sean Kwan Soo; Amenuvor, Fortune Edem; Basilisco, Richard; Owusu-Antwi, Kwasi
This study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is collected from 412 smartphone users in South Korea. The hypotheses advanced to achieve this aim are tested through the structural equations modeling technique. The results of the study reveal that brand trust and brand commitment positively and significantly influence brand loyalty. The study further finds that brand trust is positively and significantly related to brand commitment, while the latter mediates the relationship between brand trust and brand loyalty. Equally, the study finds support for the moderating role of brand reputation on the relationship between brand trust and brand commitment. The study provides managerial and theoretical illuminations into comprehending brand trust, brand commitment, brand reputation, and brand loyalty.
Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective
(2019-11-11) Shin, Sean Kwan Soo; Amenuvor, Fortune Edem; Basilisco, Richard; Owusu-Antwi, Kwasi
This study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is collected from 412 smartphone users in South Korea. The hypotheses advanced to achieve this aim are tested through the structural equations modeling technique. The results of the study reveal that brand trust and brand commitment positively and significantly influence brand loyalty. The study further finds that brand trust is positively and significantly related to brand commitment, while the latter mediates the relationship between brand trust and brand loyalty. Equally, the study finds support for the moderating role of brand reputation on the relationship between brand trust and brand commitment. The study provides managerial and theoretical illuminations into comprehending brand trust, brand commitment, brand reputation, and brand loyalty.
Celebrity Self-disclosure and Social Cohesion: Perspectives from Ghanaian Instagram Users
(Current Journal of Applied Science and Technology, 2019-11-16) Basilisco, Richard; Amenuvor, Fortune Edem; Owusu-Antwi, Kwasi; Hyeok, Choi Jae
The phenomenon of social cohesion has gained much traction in the extant literature. However, research that assesses how celebrity self-disclosure can be leveraged to engender social cohesion remains very scanty in the existing literature. The current study aims at empirically testing the effect of celebrity self-disclosure on social cohesion while accounting for the roles of fans’ behavior, social presence and attachment to celebrities. To realize this aim, data is collected from 306 Instagram users who follow at least one celebrity. The hypothesis intended to realize these aims are tested by adopting structural equation modeling technique. The results show that celebrities’ descriptive self disclosure (but not emotional self-disclosure) influences fans’ archiving and commenting behavior. Additionally, celebrities’ emotional self-disclosure (but not descriptive self-disclosure) as well as fans’ commenting, and archiving behaviors are instrumental in predicting fans’ social presence. The study further finds that fans’ social presence is essential in predicting their attachment to celebrities, while their (fans’) attachment to celebrities and social presence are significant antecedents of social cohesion. Furthermore, attachment to celebrities is found to significantly mediate the relationship between social presence and social cohesion. The study provides practical and theoretical insights into understanding social cohesion, celebrity self-disclosure, fans’ behavior, social presence and attachment to celebrities.
Celebrity Self-disclosure and Social Cohesion: Perspectives from Ghanaian Instagram Users
(2019-11-16) Basilisco, Richard; Amenuvor, Fortune Edem; Owusu-Antwi, Kwasi; Hyeok, Choi Jae
The phenomenon of social cohesion has gained much traction in the extant literature. However, research that assesses how celebrity self-disclosure can be leveraged to engender social cohesion remains very scanty in the existing literature. The current study aims at empirically testing the effect of celebrity self-disclosure on social cohesion while accounting for the roles of fans’ behavior, social presence and attachment to celebrities. To realize this aim, data is collected from 306 Instagram users who follow at least one celebrity. The hypothesis intended to realize these aims are tested by adopting structural equation modeling technique. The results show that celebrities’ descriptive self disclosure (but not emotional self-disclosure) influences fans’ archiving and commenting behavior. Additionally, celebrities’ emotional self-disclosure (but not descriptive self-disclosure) as well as fans’ commenting, and archiving behaviors are instrumental in predicting fans’ social presence. The study further finds that fans’ social presence is essential in redicting their attachment to celebrities, while their (fans’) attachment to celebrities and social presence are significant antecedents of social cohesion. Furthermore, attachment to celebrities is found to significantly mediate the relationship between social presence and social cohesion. The study provides practical and theoretical insights into understanding social cohesion, celebrity self-disclosure, fans’ behavior, social presence and attachment to celebrities.
Customer Experience and Behavioral Intentions: The MediationRole of Customer Perceived Value
(International Journal of Scientific Research and Management (IJSRM), 2019) Amenuvor, Fortune Edem; Owusu-Antwi, Kwasi; Basilisco, Richard; Bae, Seong-Chan
The overarching aim of this research is to empirically test the effect of customer experience on customer perceived value and behavioral intentions while assessing the mediating role of customer perceived value. To achieve this aim, we collect data from 338 customers of restaurants in South Korea. The hypotheses intended to achieve this aim are tested using the structural equations modeling technique. The outcome of the research reveals that customer experience positively and significantly affects behavioral intentions. Additionally, customer experience has a significant positive effect on both hedonic and utilitarian value respectively. Hedonic value positively andsignificantly predicts behavioral intents while utilitarian value is negative but significantly related to behavioral intentions. The study further finds support for a mediating effect of hedonic value on the relationship between customer experience and behavioral intentions. The current study provides managerial and theoretical insights into understanding customer experience management, customer perceived value, and customer behavioral intentions
Green Purchase Behavior: the Predictive Roles of Consumer SelfDetermination, Perceived Customer Effectiveness and Perceived Price.
(International Journal of Scientific Research and Management (IJSRM), 2019) Amenuvor, Fortune Edem; Owusu-Antwi, Kwasi; Bae, Seong-Chan; Sean, Kwan Soo Shin; Basilisco, Richard
The overarching aim of this research is to empirically test the effect of customers’ self-determined needs on perceived customer effectiveness and green purchase behavior while assessing the moderating role of price. To achieve this aim, data is collected from 453 consumers in South Korea. The various hypotheses developed to achieve this aim are tested via the structural equations modeling technique. The results of the study reveal that autonomy, competence, and relatedness positively and significantly affect perceived customer effectiveness. Additionally, autonomy and competence positively and significantly influence green purchase behavior. The study further finds that relatedness is negative but significantly related to green purchase behavior. Moreover, the study reveals that perceived customer effectiveness is positive and significantly related to green purchase behavior. Similarly, the study finds support for the moderating effect of price on the relationship between perceived customer effectiveness and green purchase behavior. The current study provides managerial and theoretical insights into understanding green purchase behavior, self-determined needs as well as perceived customer effectiveness.