Browsing by Author "David Amani"

Now showing 1 - 9 of 9
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    Converting students into University brand evangelists: an empirical evidence from the higher education sector in Tanzania
    (Informa UK Limited, 2023) David Amani
    Following major strategic policy reforms and transformations in the higher education sector, branding as a strategic resource has become an integral part of the strategic decisions of higher education institutions (HEIs). However, despite a plethora of studies about HEI branding, very little is known about university brand evangelists as an advanced level of brand supportive behavior. The study, therefore, investigates the influence of service encounter behavior on university brand evangelists when mediated with university brand love. The data were collected using structured questionnaires that were self-administered to 614 undergraduate students at two public universities in Tanzania. Structural equation modeling was used to analyze the data, and the findings indicate that the dimensions of service encounter behavior influence university brand evangelists via university brand love. Thus, university managers can turn students into university brand evangelists by putting an emphasis on service encounter behaviors that make students love the university brand.
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    Cultivating customers’ resilience to the negative word of mouth: an empirical analysis of the telecommunication industry in Tanzania
    (SAGE Publications, 2023) David Amani
    This study sought to investigate the relationship between social media brand engagement and resilience to negative word of mouth (RNWOM) when mediated by brand familiarity. Using stimulus–organism–response (SOR) theory, it is suggested that the dimensions of social media brand engagement act as a stimulus to drive responses like RNWOM directly and indirectly through brand familiarity as an organism. A self-administered questionnaire was used to survey 505 customers in the telecommunications industry in Tanzania, and the data was analyzed using structural equation modelling in AMOS 21. The findings indicate that social media brand engagement dimensions are the drivers of brand familiarity; brand familiarity explains why and how customers develop RNWOM. Therefore, marketers should use social media brand engagement as a strategic tool to build brand familiarity, which can help customers improve their capabilities to resist negative information about brands.
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    Internal corporate social responsibility and university brand legitimacy: an employee perspective in the higher education sector in Tanzania
    (Emerald, 2022) David Amani
    Purpose The purpose of this study is to examine the influence of internal corporate social responsibility (CSR) towards university brand legitimacy (UBRL) with the mediation effect of university brand perceived ethicality in the higher education sector in Tanzania. Design/methodology/approach The study collected data from 399 employees of two universities through a cross-sectional survey research design. The data were analyzed using structural equation modelling. Findings The findings of this study suggest that internal CSR influences UBRL when mediated with university brand perceived ethicality. Research limitations/implications A cross-sectional survey research involving self-administered questionnaire was used. Therefore, the generalization of the findings should be made with caution. Practical implications Higher education institutions should invest in ethical management practices that consider internal CSR to ensure employees as legitimacy-granting constituents motivated to grant legitimacy to the university brand. Originality/value This study is among initial endeavors to examine internal CSR as a driver of UBRL in the higher education domain context.
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    Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality
    (Springer Science and Business Media LLC, 2022) David Amani; Ismail Juma Ismail
    The COVID-19 pandemic undesirably affected the hospitality industry, and therefore, preventive measures have been advocated as crucial when revitalizing or rejuvenating the industry. This study investigated the interplay of predicting role of COVID-19 preventive measures, perceived brand ethicality, and brand legitimacy in the hospitality industry in Tanzania during the period of reviving the industry. Furthermore, the study examines the mediating role of perceived brand ethicality in the relationship between COVID-19 preventive measures and brand legitimacy. Data were collected from a total of 405 customers of hospitality organizations recruited via an on-site survey. Data analyses were done using structural equation modeling. Overall, the results have shown that COVID-19 preventive measures had a direct positive effect on brand legitimacy. Additionally, COVID-19 preventive measures could enhance brand legitimacy indirectly via perceived brand ethicality. The study has significant implications for different hospitality organizations and operators in Tanzania and other countries during post the COVID-19 period.
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    It’s mine, that’s why I speak: destination brand psychological ownership as a mediator of the link between social media brand engagement and local residents’ voice behavior
    (Informa UK Limited, 2022) David Amani
    Local residents’ voices have been regarded as the most important extra role behavior that determines the growth and survival of tourist destinations. This study examines the antecedents of such crucial extra-role behaviors of local residents. Furthermore, it examines the mediation role of destination brand psychological ownership in the relationship between social media brand engagement and local residents’ voice behavior. The study collected data from 376 local residents and was analyzed using Structural Equation Modelling. The findings suggest that social media brand engagement plays a crucial role in motivating voice behavior among local residents. In addition, destination brand psychological ownership is a mediator of the relationship between social media brand engagement and local residents’ voice behavior. Therefore, Destination Marketing Organizations (DMOs) should deliberately consider Web 2.0 technologies as strategic assets to engage local residents in enhancing brand-building behaviors through voice behavior.
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    The Interplay Between Tourism Ethnocentrism, Residents’ Support for Tourism and Destination Brand Value Co-Creation in Emerging Tourism Destinations: Lessons from Tanzania
    (Informa UK Limited, 2023) David Amani
    Even though the concept of value co-creation has received significant attention in the field of tourism research, there have been few studies that explore the mechanisms of value co-creation from the perspective of local residents. Therefore, in order to address this significant gap in knowledge within the tourism domain, this study adopts a resident-centered dominant logic to develop a research model and test the hypothesized relationship between tourism ethnocentrism, residents’ support for tourism, and the co-creation of destination brand value. The conceptual model was tested among 357 local residents in Dodoma City, Tanzania, by collecting data through a survey approach. The collected data were analyzed using structural equation modeling. The results indicate a positive relationship between tourism ethnocentrism and residents’ support for tourism. More specifically, residents’ support for tourism was found to mediate the effect of tourism ethnocentrism on the co-creation of destination brand value. These findings provide valuable insights into the mechanisms that can foster the co-creation of destination brand value among local residents.
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    The mediation role of perceived brand trustworthiness in brand social responsibility and brand positioning: evidence from the Tanzanian beverage industry
    (Emerald, 2023) David Amani
    Purpose The current study was developed in response to the profound impact of ethical practices on the beverage industry. It aims to examine the mediating role of perceived brand trustworthiness in the relationship between brand social responsibility and brand positioning in the Tanzanian beverage industry. Design/methodology/approach The study adopted a post-positivist approach, as it encompasses a deterministic perspective where causes are believed to determine outcomes or effects. The study focused on customers of two major beverage companies in Tanzania, namely Coca-Cola and Pepsi. Data were collected from 458 customers and analyzed using structural equation modeling. Findings The findings indicate that brand social responsibility serves as a valuable intangible asset, capable of establishing a competitive edge when integrated into the value proposition. Additionally, the results reveal that brand trustworthiness plays a mediating role in the connection between brand social responsibility and brand positioning. Research limitations/implications The study employed a convenience sampling technique; hence, generalization of the findings should be approached with caution. Originality/value This study represents one of the few scholarly endeavors that explore the role of social responsibility at the product brand level in establishing brand positioning. By doing so, it contributes to the advancement of knowledge concerning the impact of brand social responsibility on building competitiveness within the context of today's competitive business environment.
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    The nexus between service encounter perfomance and brand evangelism
    (Faculty of Economics, Universitas Sriwijaya, 2019) David Amani
    Despite its usefulness in business settings, very little is known about branding in the lens of higher education. The purpose of this study was to examine special critical incidents during service encounter performance which can trigger brand evangelism. The study adopted a cross-sectional survey research design, data were collected through administering semi-structured questionnaires to 241 students of one public university in Tanzania. Structural Equation Modelling was used to analyse data due to its strength in testing relationship between variables with multiple measurement items. The findings reveal that, service encounter performance that create unique memorable experience is very useful in triggering brand evangelism. It is recommended that, the best model of HEIs branding should consider students as the central point to HEIs brand. Therefore, HEIs should strive to proselytize students to be brand evangelists by ensuring that each service encounter produce critical incidents that create memorable experience and eventually loveto HEIs brand.
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    The student psychological contract as a predictor of university brand evangelism in Tanzanian higher education: insights from social exchange theory
    (Boston College University Libraries, 2022) David Amani
    This study sought to extend empirical and theoretical understanding of university brand evangelism as an outcome of the student psychological contract in the higher education sector. The conceptual model was developed and tested using structural equation modeling on 451 students at two colleges of higher education in Tanzania. The findings indicate that the student psychological contract influences university brand love en route to university brand evangelism. Thus, university operations should be well-defined by a social contract that stipulates the obligations of both students and staff. For students to engage in university brand evangelism, higher education institutions must fulfill their expectations as stipulated in the contract. More specifically, their staff should fulfill their obligations emanating from promises made to students. This calls for specific standard procedures to fulfill expectations and thus optimize university brand evangelism.