1,720,961 research outputs found
A Review and Future Directions of Brand Experience Research in Tourism
Get PDFThis paper presents a review of brand experience studies in tourism using a systematic literature review while utilizing a total of 44 articles that were published in 30 journals. Four databases were used to search for the articles including Taylor and Francis, Google Scholar, Emerald, and Science Direct. The objectives of this review were to discuss the extant state of brand experience literature in the tourism industry, summarize the antecedents, mediators, moderators, and outcomes of brand experience and identify the gaps in the current studies and suggest the areas of future research. The results indicate that the quantitative research approach, convenience sampling technique, cross-sectional survey strategy, and structural equation modeling have dominated brand experience research. Various theories used, contexts, methodologies, antecedents, mediators, moderators, and outcomes of brand experience are also discussed in the paper. It is concluded that brand experience influences the majority of customer-related and brand-related constructs. Thus, it is recommended that tourist agencies, destination practitioners, and other tourism stakeholders should invest in generating pleasurable experiences at every touch point of their service to differentiate themselves from their competitors
Effect of Brand Experience on Brand Loyalty: Mediating Role of Word of Mouth in the Mobile Money Service Brands
Get PDFThis study examined the relationship between brand experience and brand loyalty in the presence of word of mouth as the mediator variable. Specifically, the study examined the effect of brand experience on brand loyalty and word of mouth (WOM), determining the effect of word of mouth on brand loyalty, and determining the mediation effect of WOM in the link between brand experience and brand loyalty. The study used an explanatory research design. Random sampling was used to select a total of 299 mobile money services users. This study used a structured questionnaire to collect data. Structural equation modeling was applied for data analysis in which SmartPLS 3 was utilized. The results indicate that brand experience has a positive and significant effect on brand loyalty and WOM. The findings also revealed that WOM had a positive and significant effect on brand loyalty. It was also found out that WOM partially mediated the link between brand experience and brand loyalty. This study concluded that brand experience and WOM were predictors of brand loyalty. It was also concluded that WOM plays a mediating role in the link between brand experience and brand loyalty. Thus, this paper recommended that mobile money network operators (MNOs) should provide a unique experience on every consumer-brand touch-point and devise strategies that would promote WOM recommendations that in turn would generate loyalty
Influence of genotype x environment interaction on performance of selected maize ( zea mays L.) hybrids in southern highlands of Tanzania
No full textA field experiment was conducted during the 2010/2011 cropping season in four locations of the Southern Highlands of Tanzania viz. Inyala, Mbimba, Uyole and Seatondale. The main objective of the study was to assess the response of selected maize genotypes across different growing environments for yield and adaptability and their interaction on yield and yield components whereas the specific objectives were to evaluate stability variables, interrelations and genetic parameters for traits in the studied maize hybrids. A randomized complete block design laid in a split-plot experiment with three replications at each location was used. The data collected include plant growth parameters, maize yield components and yield. The study shows that locations and weeding regimes were important for most variables, including grain yield while genotypes were important for ear height and number of kernel rows per cob. Location x weeding regimes was also important for most traits including grain yield; genotype x weeding regimes was important for number of leaves per plant while genotype x environment interaction was important for number of kernel rows per cob and days to maturity. Estimation of genetic parameters revealed high heritability coupled with high genetic advance for days to first tasselling, 50% tasselling, 50% pollen shed, first silking and ear height pointing out that these traits were under the control of additive genetic effects and that selection of these traits can be done in early generations of the breeding programme. Phenotypic Coefficient of Variation (PCV) was moderate for most traits including grain yield whereas Genetic Coefficient of Variation (GCV) was low for all traits. Path coefficient analysis singled out number of leaves per plant, plant height, days to 50% silking, 50% pollen shed and maturity as most important traits to consider during selection for grain yield improvements among the studied genotypes. It is recommended that genotype EH-2 (FH5160) can be carried further for national performance trial or possible release while UHS 5350 (EH3) and UH6303 can be used in the breeding programme.The Green Revolution in Africa (AGR
The Effect of Brand Experience on Loyalty in Mobile Money Services: Mediating Role of Word-of-\ud Mouth and Customer Satisfaction
Get PDFThis study aimed at examining the relationship between brand experience and brand
loyalty in the mobile money services. Specifically the study aimed at (i) determining
the influence of brand experience in creating brand loyalty of mobile money
customers (ii) determining the influence of brand experience on word of mouth and
customer satisfaction (iii) determining the influence of word of mouth and customer
satisfaction on building loyalty (iv) determining the mediating effect of word of
mouth and customer satisfaction in the link between brand experience and brand
loyalty. This study utilized an explanatory research design whereas structural
equation modeling was used to analyze collected data from 299 individuals obtained
through simple random sampling. The results indicate that brand experience has a
significant and positive effect on brand loyalty. It was revealed that brand experience
impacts word of mouth and satisfaction of mobile money customers. The results also
showed that word of mouth and customer satisfaction has a significant and positive
association with brand loyalty. Moreover, word of mouth and customer satisfaction
partially mediates the link between brand experience and brand loyalty. The study
concludes that brand experience, word of mouth and customer satisfaction are
predictors of brand loyalty. Thus, it is recommended that marketers, mobile network
operators and dealers should carefully manage brand experience, word of mouth and
customer satisfaction in order to make customers loyal to their brands. This study
theoretically contributes to the literature by revealing the mediating role played by
word of mouth and customer satisfaction in the link between brand experience and
brand loyalty
Influence of genotype x environment interaction on performance of selected maize ( zea mays L.) hybrids in southern highlands of Tanzania
No full textA field experiment was conducted during the 2010/2011 cropping season in four locations of the Southern Highlands of Tanzania viz. Inyala, Mbimba, Uyole and Seatondale. The main objective of the study was to assess the response of selected maize genotypes across different growing environments for yield and adaptability and their interaction on yield and yield components whereas the specific objectives were to evaluate stability variables, interrelations and genetic parameters for traits in the studied maize hybrids. A randomized complete block design laid in a split-plot experiment with three replications at each location was used. The data collected include plant growth parameters, maize yield components and yield. The study shows that locations and weeding regimes were important for most variables, including grain yield while genotypes were important for ear height and number of kernel rows per cob. Location x weeding regimes was also important for most traits including grain yield; genotype x weeding regimes was important for number of leaves per plant while genotype x environment interaction was important for number of kernel rows per cob and days to maturity. Estimation of genetic parameters revealed high heritability coupled with high genetic advance for days to first tasselling, 50% tasselling, 50% pollen shed, first silking and ear height pointing out that these traits were under the control of additive genetic effects and that selection of these traits can be done in early generations of the breeding programme. Phenotypic Coefficient of Variation (PCV) was moderate for most traits including grain yield whereas Genetic Coefficient of Variation (GCV) was low for all traits. Path coefficient analysis singled out number of leaves per plant, plant height, days to 50% silking, 50% pollen shed and maturity as most important traits to consider during selection for grain yield improvements among the studied genotypes. It is recommended that genotype EH-2 (FH5160) can be carried further for national performance trial or possible release while UHS 5350 (EH3) and UH6303 can be used in the breeding programme.The Green Revolution in Africa (AGR
Evaluation of Banana Marketing Performance in Mbeya Region: a Case Study of Rungwe District
No full textThe study was conducted in Rungwe district with the main objective of evaluating the banana marketing performance in Mbeya region. The specific objectives of the study were to examine the existing banana marketing channels and the roles played by various marketing participants in Rungwe district, to evaluate the pricing structure of bananas at different levels of market chain with the view towards establish margins at different levels of banana market chain and to examine the key constraints and opportunities for improved banana marketing in the district. Structured questionnaire was used to collect primary data from banana growers and traders while secondary data was collected from district agricultural extension office and literature search from various sources. Population of this study was households of three villages (the highest producer, middle and the lowest producer). The sample size was 125 households. The study also collected information from 10 purposely selected truckers/transporters and 30 other traders (wholesalers, retailers, assemblers/village assemblers). The study revealed that there were ten (10) different channels through which bananas passed from farmers to consumers. Survey results shows that the concentration indices for banana traders were; retailers
64.4%, assemblers 70.77%, brokers 53.22%, transporter 75.36% and overall traders were 66.01 %. These market indices suggest that the market in the study area was
highly concentrated. Study results also shows that the major problems faced by farmers were; unreliable market, low prices, high cost of inputs, lack of extension
services, high transport cost! long distance to the market, high market levies, perish ability of the produce and absence of weighing scales. It is recommended that farmers should form groups and organizations to enhance bargaining power during selling
Influence of genotype x environment interaction on performance of selected maize ( zea mays L.) hybrids in southern highlands of Tanzania
No full textA field experiment was conducted during the 2010/2011 cropping season in four locations of the Southern Highlands of Tanzania viz. Inyala, Mbimba, Uyole and Seatondale. The main objective of the study was to assess the response of selected maize genotypes across different growing environments for yield and adaptability and their interaction on yield and yield components whereas the specific objectives were to evaluate stability variables, interrelations and genetic parameters for traits in the studied maize hybrids. A randomized complete block design laid in a split-plot experiment with three replications at each location was used. The data collected include plant growth parameters, maize yield components and yield. The study shows that locations and weeding regimes were important for most variables, including grain yield while genotypes were important for ear height and number of kernel rows per cob. Location x weeding regimes was also important for most traits including grain yield; genotype x weeding regimes was important for number of leaves per plant while genotype x environment interaction was important for number of kernel rows per cob and days to maturity. Estimation of genetic parameters revealed high heritability coupled with high genetic advance for days to first tasselling, 50% tasselling, 50% pollen shed, first silking and ear height pointing out that these traits were under the control of additive genetic effects and that selection of these traits can be done in early generations of the breeding programme. Phenotypic Coefficient of Variation (PCV) was moderate for most traits including grain yield whereas Genetic Coefficient of Variation (GCV) was low for all traits. Path coefficient analysis singled out number of leaves per plant, plant height, days to 50% silking, 50% pollen shed and maturity as most important traits to consider during selection for grain yield improvements among the studied genotypes. It is recommended that genotype EH-2 (FH5160) can be carried further for national performance trial or possible release while UHS 5350 (EH3) and UH6303 can be used in the breeding programme.The Green Revolution in Africa (AGR
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
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