Research Title: Brand Equity and Loyalty in the Airline Industry: The Role of Perceived Value and Online Word of Mouth

Author: Owais Barkat Hamad Al-graibah, Published Year: 2020

International Journal of Innovation, Creativity and Change, Volume 14, Issue 9,

Faculty: Business

Abstract: Brand loyalty is an important term in marketing studies. Its relationship with brand equity is fragmented and inconclusive. The purpose of this study is to examine the effect of brand awareness, brand experience, and brand quality on brand equity. The study also aims to understand the relationship between brand equity and brand loyalty and the role of online word of mouth and perceived value between the variables. The population of this study is the customers of the airline industry in Jordan. The data of this study was collected using purposive sampling. A total of 213 respondents participated in this study. The findings were derived using Smart PLS. Brand quality, brand experience and brand awareness affected significantly the brand equity. Brand equity has a significant effect on brand loyalty. The findings also showed that online word of mouth partially mediated the effect of brand equity on brand loyalty. Perceived value did not moderate this relationship between brand equity and brand loyalty. Decision makers are advised to enhance the brand quality by offering additional services in the online and offline environment.

Keywords: Brand Experience, Brand Loyalty, Brand Equity, Online Word of Mouth, Perceived Value, Airline Industry

Research Title: The influence of brand attitude on behavioral intention in the context of national carrier’s service failure

Author: Owais Barkat Hamad Al-graibah, Published Year: 2021

GeoJournal of Tourism and Geosites , vol. 34, no. 1,

Faculty: Business

Abstract: Studies on the service failures involving a national carrier are still very limited. This present study strives to investigate the relationship between brand attitudes and behavioral intentions in the context of national carrier’s service failures as well as the moderating effect of causal attribution on the above main relationship. Data were collected from 419 airline passengers using the purposive sampling technique. Path analysis was used to analyze the data. The effect of brand attitude on behavioral intention is found to be positive significantly. The results also showed that out of the two dimensions of causal attribution, only stability moderates the relationship between brand attitudes on behavioral intention.

Keywords: brand attitude, behavioral intention, causal attributions, stability, controllability

Research Title: THE INFLUENCE OF PERSONALITY TRAITS ON TOURISTS’ INTENTION TO VISIT GREEN HOTEL IN QATAR: THE ROLE OF ATTITUDE AND PERCEIVED VALUE

Author: Owais Barkat Hamad Al-graibah, Published Year: 2022

GeoJournal of Tourism and Geosites , vol. 45, no. 4spl, p

Faculty: Business

Abstract: Green hotels industry is blooming, and growth rate is promising. Perception of tourists is critical for green hotels usage. However, the impact of personality traits and behavioral factors has received limited attention in the context of emerging economies. This study aims to examine the effect of personality traits and variables of theory of planned behavior (TPB) on intention to visit green hotels in Qatar. Based on personality traits and TPB, the study proposes that conscientiousness, extraversion, neuroticism as well as attitude and subjective norms will have a direct effect on intention to visit green hotels. Attitude is proposed as a mediating variable while perceived value is proposed as a moderating variable. The data was collected from tourists in Qatar. Smart Partial Least Square was deployed. The findings showed that conscientiousness, extraversion, attitude, and subjective norms have significant effects on intention to visit green hotels. Attitude only mediated the effect of extraversion on intention to visit green hotels while perceived value did not moderate the effect of attitude on intention to visit green hotels. Decision makers are advised to increase the awareness and to establish clear practices and procedures of green hotels.

Keywords: Green hotels, TPB, Personality traits, Perceived Value, World Cup, Qatar

Research Title: The antecedents of supply chain performance: Business analytics, business process orientation, and information systems support

Author: Muneer Mujalli Abdel-Muti AlRwashdeh, Published Year: 2022

Uncertain Supply Chain Management,

Faculty: Business

Abstract: This study investigates the impact of business analytics (BA) on supply chain performance (SCP) in Saudi industrial companies. It also investigates the mediating impact of information systems supporting (ISS) and business process orientation (BPO). A total of 373 respondents working in 38 manufacturing companies in the Kingdom of Saudi Arabia (KSA) were selected. A scale with acceptable validity and reliability indicators was developed to measure the study variables. The results indicated significant indirect impact of the business analytics (planning, supply, make, delivery) on supply chain performance as ISS and BPO mediate this impact. Based on the results, a set of recommendations were proposed, industrial companies in KSA must develop the analytical capabilities for managers by increasing awareness of the benefits achieved from using business analytics approaches. It is a critical precedent for supply chain SC efficiency, and for companies to enhance their analytical capabilities with good ISS and process orientation to utilize in analyzing vast amounts of internal and external data. Directions for future research are also presented in this paper.

Keywords: Supply Chain, Supply Chain Performance, Business Analytics, Saudi Arabia, Information Systems Support

Research Title: The mediating role of brand credibility between social media influencers and patronage intentions

Author: Muneer Mujalli Abdel-Muti AlRwashdeh, Published Year: 2022

International Journal of Data and Network Science,

Faculty: Business

Abstract: This study aims to examine how Social Media Influencers (SMIs) influence patronage intentions (PI) through the influence of mediation on the brand credibility (BC) in the electronic devices sector in Jordan. Furthermore, the data were obtained by an online questionnaire based on Google Forms and a total of 315 followers in Jordan using an appropriate sampling method. structural equation modeling using Smart PLS 3 was used to investigate the relationships between SMIs, brand credibility, and patronage intentions (PI). The results indicated that SMIs directly influence PI and BC. BC Partially mediates the relationship between SMIs and PI. Research limitations in this study focus on a single sector electronic device at a specific location in Jordan. Future research may conduct cross-cultural studies to improve the generalizability of the present research findings.

Keywords: Social Media Influencers Brand credibility Ewom Repurchase intention Patronage intentions

Research Title: The effect of social media influencers on purchase intention: Examining the mediating role of brand attitude

Author: Muneer Mujalli Abdel-Muti AlRwashdeh, Published Year: 2023

International Journal of Data and Network Science,

Faculty: Business

Abstract: The rapid growth of social media platforms has revolutionized marketing communications, and the recent trend of how people use social media led to the inception of the term "influencer marketing" as an increasingly popular approach for brands across markets. This development has been driven by the unparalleled increase in influencers’ presence on social media platforms, which has generated new venues for companies to connect with their desired demographic and interact with them in a more genuine and significant manner. Understanding the factors that drive the effectiveness of influencers has become increasingly important for both marketers and researchers. Numerous studies have been conducted on the topic of celebrity endorsements. However, the use of "traditional" celebrities is losing its appeal in the digital era of social media, as brands increasingly turn to social media influencers instead. Nonetheless, there is still a lack of understanding about how marketers can effectively utilize this new marketing phenomenon. This study aims to examine the role of trustworthiness, expertise, and information quality of social media influencers in shaping consumer purchase intention, with a specific focus on the mediating role of brand attitude. A total of 309 complete responses were collected via convenience sampling between January and February 2023 then the model examined by using SPSS and AMOS software. The results showed that all attributes of the influencers are affecting brand attitude as well as purchase intention, while brand attitude partially mediated the relationships. Implications, limitations and future research have also been discussed.

Keywords: Influencer marketing Brand attitude Purchase intention Trustworthiness Expertise Information quality

Research Title: Assessing the nexus between knowledge management and firm performance: A data article

Author: Muneer Mujalli Abdel-Muti AlRwashdeh, Published Year: 2021

Data in Brief,

Faculty: Business

Abstract: This data article highlights the contingent role of company size in the relationship between knowledge management practices and firm performance. It also investigates the possible direct impact of these practices on performance. Data was collected from managers in large and medium-sized industrial companies in Jordan, using a self-administered questionnaire. 170 responses were obtained, 91 from medium-sized companies and 79 from large companies. Confirmatory factor analysis was used to ensure the validity and reliability of the measurement model. Multiple group structural equation modeling was used to check for significant differences in the path coefficients of the research model. The fitness indicators of the multi-group model showed that there was no significant difference in the interpretation of the measurement model; also, the path model was equivalent for both large and medium-sized companies. Testing the hypotheses showed that the application of knowledge has the greatest explanatory power for performance, whether in medium or large companies; however, for knowledge capturing the explanatory power on performance was only for medium-sized companies, and there was no effect on large companies. Moreover, the acquisition and sharing of knowledge had no statistically significant effect on performance in either group.

Keywords: Knowledge managementFirm performanceMedium-sized and large companiesMulti-group analysisGroup invarianceJordan

Research Title: The effect of market-sensing capability on knowledge creation process and innovation Evidence from SMEs in Jordan

Author: Muneer Mujalli Abdel-Muti AlRwashdeh, Published Year: 2019

Management Science Letters ,

Faculty: Business

Abstract: This article aims to investigate the effect of market-sensing capability among knowledge creation and process and product innovation in small and medium-sized enterprises (SMEs) in Jordan. We propose that market-sensing capability will influence knowledge creation and process as well as product innovation. The study develops a model that contributes to the flourishing marketing management literature, i.e. the higher the knowledge creation, the higher the performance of SMEs. Data are collated from valid (n=304) respondents of Jordanian SMEs. The study uses structural equation modeling (SEM) to explore the analysis and the results indicate a positive effect of market-sensing capability on knowledge creation, and process and product innovation. Knowledge creation process has also maintained a positive effect on process and product innovation. Knowledge creation process mediated the link between market-sensing capability and process and product innovation. The study suggests that market sensing abilities of an enterprise are important for SME’s improvement which requires learning-positioning for firm effectiveness. In addition, managers need to harmonize their procedures concerning market sensing and learning. Future study can streamline the findings with a longitudinal design and insights can be acquired by exploring the impact of environmental factors surrounding strategic entrepreneurial orientation.

Keywords: Market-sensing Innovations Knowledge management

Research Title: Data to model the effects of perceived telecommunication service quality and value on the degree of user satisfaction and e-WOM among telecommunications users in North Cyprus

Author: Muneer Mujalli Abdel-Muti AlRwashdeh, Published Year: 2020

Data in Brief,

Faculty: Business

Abstract: This dataset is used to investigate a comprehensive model of user satisfaction and electronic word of mouth (e-WOM). Building on the perceived telecommunication service quality and perceived value dimensions in enhancing and improving users' satisfaction and e-WOM, we empirically investigated how the dimensions of service quality as a second-order construct and perceived value dimensions affect users’ satisfaction and e-WOM in the context of mobile operators in North Cyprus. The data were collected through a self-administered questionnaire at Girne American University. The dataset was empirically evaluated using a survey of 500 respondents regarding their perceptions of the service provided by the mobile telecom operator. Data analysis involved structural equation modelling (SEM) using Statistical Package for the Social Sciences (SPSS) 23 and Analysis of Moment Structures (AMOS) 24. First, we conducted exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural modelling, followed by hypothesis testing. The outcomes obtained from this dataset indicated that perceived telecommunication service quality was positively related to perceived value dimensions (performance value and emotional value) and user satisfaction. At the same time, performance value, value for money, and social value were found to have a direct impact on user satisfaction. Specifically, there was a significant relationship between user satisfaction and e-WOM. The results may provide further insights into mobile value-added services.

Keywords: Service qualityPerceived valueUser satisfactione-WOMMobile value-added services

Research Title: The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus

Author: Muneer Mujalli Abdel-Muti AlRwashdeh, Published Year: 2019

Management Science Letters ,

Faculty: Business

Abstract: This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the moderating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to affect consumers’ intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social me-dia platforms sites (i.e. Facebook, Twitter).

Keywords: Electronic word of mouth communication, Purchase intention, Brand image, Product type, Smartphone brands