IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i9p7241-d1133749.html
   My bibliography  Save this article

Measuring Café Lovability Using Google’s HEART and Understanding the Roles of Usability, Sustainability Innovation, and Innovation Cocreation in Café Lovability

Author

Listed:
  • Samina Ghory

    (Faculty of Business & Law, The British University in Dubai, Dubai P.O. Box 345015, United Arab Emirates)

  • Bader Obeidat

    (Faculty of Business & Law, The British University in Dubai, Dubai P.O. Box 345015, United Arab Emirates
    Department of Business Management, School of Business, The University of Jordan, Aqaba 77110, Jordan)

  • Ra’ed Masa’deh

    (Department of Management Information Systems, School of Business, The University of Jordan, Amman 11942, Jordan)

Abstract

This research paper explores and investigates the contemporary, developing, and under-researched concept of product lovability in the UAE café industry to introduce a scientific measure for café lovability using Google’s HEART framework for developing lovable product experiences. Taking a pragmatic view to drawing comparisons between the café ecosystem and layout and digital product interface and experience, the research elaborates on mediating roles of product (café) usability and innovation (by virtue of innovation cocreation and sustainability innovation) in the existence of café lovability. Using a deductive and quantitative approach, a measure of café lovability is devised using Google’s HEART framework to assess levels of happiness, engagement, adoption, retention, and task success at cafés and validates findings using the brand love scale. Once measurable, café lovability is then examined for having possible associations with café usability (a measure of experience, aesthetic, and quality) and café innovation (a measure of innovation cocreation, sustainability innovation and sustainability knowledge), and we also study the mediating impact of café innovation and usability on café lovability and brand love. The resulting model for café lovability provides the means for measuring café lovability and provides grounds for understanding the roles of usability and innovation in this phenomenon. Comparing contemporary café experience with a digital product interface in order to produce a lovable coffee experience is a non-conventional approach; like product lovability, the comparison, measurement, and application relies on pragmatic and innovative strategic decision making; it is therefore considered a practical approach due to the onset of digital and creative new-age customers. Further, the concept of product lovability is gaining popularity in practice but remains undiscussed and unexplored in academic research. This study provides grounds for further scientific research—both quantitative and qualitative—to define, test, and apply the measures of lovable products to businesses outside of technology and digital offerings, as well as providing us with the opportunity to study the overlap of product and café lovability with sustainability.

Suggested Citation

  • Samina Ghory & Bader Obeidat & Ra’ed Masa’deh, 2023. "Measuring Café Lovability Using Google’s HEART and Understanding the Roles of Usability, Sustainability Innovation, and Innovation Cocreation in Café Lovability," Sustainability, MDPI, vol. 15(9), pages 1-29, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:9:p:7241-:d:1133749
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/9/7241/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/9/7241/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    2. Rikke Marie Moalem & Mette Alberg Mosgaard, 2021. "A Critical Review of the Role of Repair Cafés in a Sustainable Circular Transition," Sustainability, MDPI, vol. 13(22), pages 1-25, November.
    3. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    4. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    5. Richard P. Bagozzi & Rajeev Batra & Aaron Ahuvia, 2017. "Brand love: development and validation of a practical scale," Marketing Letters, Springer, vol. 28(1), pages 1-14, March.
    6. Mahmood Al-Bashayreh & Dmaithan Almajali & Manaf Al-Okaily & Ra’ed Masa’deh & Ahmad Samed Al-Adwan, 2022. "Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction," Sustainability, MDPI, vol. 14(19), pages 1-23, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    2. Fadi Almazyad & Purvi Shah & Eleanor T. Loiacono, 2023. "Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 367-380, July.
    3. Laee Choi & MiRan Kim & He-Boong Kwon, 2022. "Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 150-166, March.
    4. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    5. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    6. Yu-Hsien Lin, 2022. "Determinants of Green Purchase Intention: The Roles of Green Enjoyment, Green Intrinsic Motivation, and Green Brand Love," Sustainability, MDPI, vol. 15(1), pages 1-20, December.
    7. Dash, Ganesh & Kiefer, Kip & Paul, Justin, 2021. "Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention," Journal of Business Research, Elsevier, vol. 122(C), pages 608-620.
    8. José Magano & Tiago Brandão & Catarina Delgado & Vera Vale, 2024. "Brand Love, Attitude, and Environmental Cause Knowledge: Sustainable Blue Jeans Consumer Behavior," Sustainability, MDPI, vol. 16(5), pages 1-18, February.
    9. Tae-Im Han & Dooyoung Choi, 2019. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model," Social Sciences, MDPI, vol. 8(9), pages 1-14, September.
    10. Žitkienė Rima & Kriaučiūnaitė-Lazauskienė Gintarė, 2019. "The Interplay of Religious Symbols and Cultural Values Theory in Advertising," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 119-137, June.
    11. Riadh Ladhari & Soumaya Cheikhrouhou & Miguel Morales & Emna Zaaboub, 2022. "Antecedents and consequences of emotional attachment to sport teams brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 454-469, September.
    12. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.
    13. Subarna Nandy & Neena Sondhi & Himanshu Joshi, 2024. "Toward a measure of brand pride: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 430-448, July.
    14. Tariq Jalees, Nimra Shahid, Huma Tariq, 2015. "An Empirical Investigation on the Effect of Brand Loyalty," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 2(1), pages 166-184, March.
    15. Minh T. H. Le, 2023. "Does brand love lead to brand addiction?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 57-68, March.
    16. Kumar, Sushant & Dhir, Amandeep & Talwar, Shalini & Chakraborty, Debarun & Kaur, Puneet, 2021. "What drives brand love for natural products? The moderating role of household size," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    17. Robertson, Jeandri & Botha, Elsamari & Ferreira, Caitlin & Pitt, Leyland, 2022. "How deep is your love? The brand love-loyalty matrix in consumer-brand relationships," Journal of Business Research, Elsevier, vol. 149(C), pages 651-662.
    18. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    19. Osorio, Maria Lucila & Centeno, Edgar & Cambra-Fierro, Jesus, 2023. "An empirical examination of human brand authenticity as a driver of brand love," Journal of Business Research, Elsevier, vol. 165(C).
    20. Imene Becheur & Oula Bayarassou & Hela Ghrib, 2017. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 128-144, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:9:p:7241-:d:1133749. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.