Here is the list of my recent publications this year. Let me know if you want soft copies of the paper. I am very happy and thankful that I have already exceeded my KPI requirements for the next 5 years. Whatever publications I have after this is just the icing on the cake.
Ghazali, E.; Mutum, D. and Woon, M. Y. (2019). Multiple Sequential Mediation in an Extended Uses and Gratifications Model of Augmented Reality Game Pokémon Go, Internet Research. 29(3), 504-528.
Abstract:
Purpose
The purpose of this paper is to investigate the mechanism by which uses and gratification (U&G) constructs predict continuance intention to play (ContInt) the augmented reality game Pokémon Go (PG), through multiple serial mediation technique, with enjoyment and flow as mediators. The model also integrates other motivational factors specific to PG, namely, network externality and nostalgia and investigates the process by which they influence ContInt through players’ inherent need-to-collect animated monsters and online community involvement, respectively.
Design/methodology/approach
The model was tested using 362 validated responses from an online survey of PG players in Malaysia. Partial least squares structural equation modeling was used to analyse the data. The predictive relevance of the model was tested via partial least squares-Predict.
Findings
ContInt is influenced through various mechanisms. Enjoyment is the most important mediator, mediating three U&G predictor constructs (achievement, escapism, challenge and social interaction) and the outcome ContInt. Flow did not have any influence on ContInt unless coupled with enjoyment as a serial mediator. Network externality and nostalgia were found to only influence ContInt through mediators, online community involvement and need-to-collect Pokémon Monsters, respectively. Overall, the results show evidence of four indirect-only mediation paths and one complementary partial mediation path.
Originality/value
Provides support for an integrated model incorporating psychological, social and gaming motivational factors. While most other studies focus on direct relationships, we focus on indirect relationships through multiple sequential mediation analysis, following the recent modern mediation analysis guidelines. Contrary to previous findings, flow was not an important factor in predicting ContInt for gaming and nostalgia does not link directly to ContInt.
Al-hajla, A.H., Nguyen, B., Melewar, T.C., Jayawardhena, C., Mutum, D. and Ghazali, E. (2019). Understanding the adoption of new religion-compliant products (NRCP) in Islamic markets. Journal of Global Marketing 32(4), 288-302. (AJG 1/ ABDC B/ SCOPUS)
Abstract:
This study examines the relationships between religious beliefs, brand personality, and new religion-compliant product adoption (NRCPA) in Islamic markets. Findings confirm that religious consumers tend to behave in accordance with a society or group that follows the same beliefs, and that these consumers’ behavior and lifestyle are influenced by similar religious groups and social relationships. In addition, the more religious the consumer, the more likely they will adopt or favour/disfavour a new product in accordance with his/her religious beliefs. Finally, the three constructs–relative advantages, compatibility and complexity–are found to partially mediate the influential relationship between religious beliefs and new religion-compliant product adoption. International firms that target Muslim markets, with an aim to profit and fit in these markets, must take into account the Islamic values, standards and guidelines.
Ghazali, E.M., Nguyen, B., Mutum, D.S. and Yap, S.-F. (2019). Pro-Environmental Behaviours and Value-Belief-Norm Theory: Assessing Unobserved Heterogeneity of Two Ethnic Groups. Sustainability 2019, 11, 3237. (SCOPUS /ISI).
Abstract:
Previous environmental sustainability studies have examined only limited type of pro-environmental behaviour (PEB; e.g., recycling), but have not explored relationships among various types or dimensions of PEBs. This paper explores six types of PEBs (i.e., activist, avoider, green consumer, green passenger, recycler and utility saver) and investigates their antecedents and interrelationships between two ethnic groups—Malays and Chinese in Malaysia. Survey data from 581 respondents, comprising 307 Malays and 274 Chinese, were used to assess the research model. To conduct multi-group analysis, the study used partial least squares structural equation modelling in SmartPLS 3. The study extends the Value-Belief-Norm (VBN) theory by using social norms to predict PEBs. The results suggest that social norms predict each type of PEB, in contrast to other constructs in VBN theory, except for utility-saving behaviours. The findings also reveal some similarities as well as differences between Malays and Chinese, indicating that the two ethnic groups are not homogeneous. The study is the first to simultaneously study six types of PEB and to examine the differences between Malays and Chinese on PEB constructs and offers a valuable contribution to the literature by extending VBN theory to social norms and PEB.
Ghazali, E.M.; Ngiam, E. Y-L. and Mutum, D.S. (Accepted for publication). Elucidating the drivers of residential mobility and housing choice behaviour in a suburban township via push–pull–mooring framework, Journal of Housing and the Built Environment. DOI: 10.1007/s10901-019-09705-8
Abstract
This study applies the “push-pull-mooring” model of migration to explain home purchase intention in a suburban township. “Push” effects include dissatisfaction and high housing costs in one’s current neighbourhood (“the origin”). “Pull” effects were consumers’ per-ceived value of the suburban township (“the destination”), which encompassed price, func-tional, emotional, social, symbolic, and Feng Shui aspects. Relocation costs and alternative township’s attractiveness were hypothesized as “mooring” effects that negatively impact purchase intention as well as moderate the push and pull effects. 179 valid responses from prospective home buyers were analysed using partial least squares structural equation mod-elling (PLS-SEM). Pull effects were found to exert a positive influence while mooring and push effects exert a negative influence on purchase intention. Moderation effects of the mooring factors were found to be not significant in this context. This study offers sev-eral interesting implications for researchers and marketing practitioners in the real estate industry
Mohd-Any, A. A.; Mutum, D.; Ghazali, E. M and Mohamed-Zulkifli, L. (2019). To fly or not to fly? An empirical study of trust, post-recovery satisfaction and loyalty of Malaysia Airlines passengers, Journal of Service Theory and Practice. DOI: 10.1108/JSTP-10-2018-0223
Abstract
Purpose
This research investigates the importance of successful service recovery in the airline sector by examining the interrelationship between perceived justice, recovery satisfaction and overall satisfaction, customer trust and customer loyalty. Furthermore, the research assesses the mediating effect of overall satisfaction and customer trust on customer loyalty.
Design/methodology/approach
Data was collected via an airport intercept survey of Malaysia Airlines passengers who had experienced service failure. 380 responses were used for the final analysis. The study uses partial least squares structural equations modelling technique with SmartPLS 3.0, in order to test and validate the research model and hypotheses posited.
Findings
The results reveal that: (i) recovery satisfaction is significantly affected by procedural and interactional justice; (ii) distributive and procedural justice, as well as recovery satisfaction is influenced overall satisfaction; (iii) customer trust is most influenced by interactional justice, distributive justice and recovery satisfaction; (iv) customer loyalty is positively affected by customer trust, overall satisfaction and recovery satisfaction; and (v) the influence among recovery satisfaction and customer loyalty is partially mediated by customer trust and overall satisfaction.
Originality/value
Our study contributes to a whole conceptual comprehension of the essential determinants of customer loyalty from the combined perspectives of three theories, namely, justice theory, expectancy disconfirmation theory and commitment trust theory. This study, successfully differentiates the three dimensions of perceived justice and assessed them individually to discern and compare their influence on overall satisfaction, recovery satisfaction and trust. In addition, the study found that the influence of recovery satisfaction on loyalty is partially and sequentially mediated by trust and overall satisfaction.
Mutum, D.; Ghazali, E.; Putit, L. (2019). Information, The Missing Link Between Innovation and Sustainability, The Bottom Line. 32(4), 249-252. [SCOPUS] DOI: 10.1108/BL-08-2019-0109.
Editorial for the special issue of The Bottom Line, titled, "Information, the missing link between innovation and sustainability".
Alwi, S.; Che-Ha, N.; Nguyen, B.; Ghazali, E.; Mutum, D.; Kitchen, P.(Accepted for publication). Projecting University Brand Image via Satisfaction and Behavioral Response: Perspectives from UK-based Malaysian Students,
Qualitative Market Research,
Abstract:
This study attempts to ascertain the essential dimensions and components of university corporate brand image, including the cognitive attributes (service/educational quality) and affective attributes (corporate brand image) of the university. It builds on Schmitt’s (1999) conceptualization of brand experience. In doing so, this study develops, explores, and
presents a student-consumer behavioral response model based on students' experiences at a UK university, exploring the relationship between these attributes with satisfaction and behavioral response (word-of-mouth). Findings reveal that both branding aspects - brand experience and corporate brand image - follow a rational thought process before an affective
component is then considered, resulting in brand promise and loyalty. This study identifies several important brand experiences such as social, functional and emotional in higher education that enhance a university corporate brand image and behavioral responses that guide brand positioning of a UK university for the Malaysian market. Based on the findings
of this study, a conceptual framework has been presented. Theoretical and managerial implications are discussed with suggestions for future research
