IDEAS home Printed from https://ideas.repec.org/a/spr/futbus/v8y2022i1d10.1186_s43093-022-00128-6.html
   My bibliography  Save this article

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

Author

Listed:
  • David Amani

    (The University of Dodoma)

  • Ismail Juma Ismail

    (The University of Dodoma)

Abstract

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.

Suggested Citation

  • David Amani & Ismail Juma Ismail, 2022. "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," Future Business Journal, Springer, vol. 8(1), pages 1-14, December.
    • Handle: RePEc:spr:futbus:v:8:y:2022:i:1:d:10.1186_s43093-022-00128-6
    DOI: 10.1186/s43093-022-00128-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s43093-022-00128-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s43093-022-00128-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dr. Emre ISCI (Ph.D.) & Prof. Dr. Inci ERDEM ARTAN & Dr. Fatma Ayanoglu SISMAN (Ph.D.), 2011. "Role of Trust In Violation Of Psychological Contract’s Effect on Organizational Citizenship Behaviour And Turnover Intention: A Research In Health Sector," International Journal of Business and Social Research, LAR Center Press, vol. 1(1), pages 1-19, December.
    2. Miotto, Giorgia & Del-Castillo-Feito, Cristina & Blanco-González, Alicia, 2020. "Reputation and legitimacy: Key factors for Higher Education Institutions’ sustained competitive advantage," Journal of Business Research, Elsevier, vol. 112(C), pages 342-353.
    3. Wempe, Ben, 2005. "In Defense of a Self-Disciplined, Domain-Specific Social Contract Theory of Business Ethics," Business Ethics Quarterly, Cambridge University Press, vol. 15(1), pages 113-135, January.
    4. Katja Brunk, 2012. "Un/ethical Company and Brand Perceptions: Conceptualising and Operationalising Consumer Meanings," Journal of Business Ethics, Springer, vol. 111(4), pages 551-565, December.
    5. 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.
    6. Dr. Emre ISCI (Ph.D.) & Prof. Dr. Inci ERDEM ARTAN & Dr. Fatma Ayanoglu SISMAN (Ph.D.), 2011. "Role of Trust In Violation Of Psychological Contract’s Effect on Organizational Citizenship Behaviour And Turnover Intention: A Research In Health Sector," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 1(1), pages 1-19, December.
    7. Kiseol Yang & Jiyoung Kim & Jihye Min & Araceli Hernandez-Calderon, 2021. "Effects of retailers’ service quality and legitimacy on behavioral intention: the role of emotions during COVID-19," The Service Industries Journal, Taylor & Francis Journals, vol. 41(1-2), pages 84-106, January.
    8. Robert McMurrian & Judith H. Washburn, 2008. "Branding: A Social Contract between a Business and Its Customer," Palgrave Macmillan Books, in: T. C. Melewar & Elif Karaosmanoğlu (ed.), Contemporary Thoughts on Corporate Branding and Corporate Identity Management, chapter 1, pages 5-22, Palgrave Macmillan.
    9. Leckel, Anja & Veilleux, Sophie & Dana, Leo Paul, 2020. "Local Open Innovation: A means for public policy to increase collaboration for innovation in SMEs," Technological Forecasting and Social Change, Elsevier, vol. 153(C).
    10. Hu, Miao & Qiu, Pingping & Wan, Fang & Stillman, Tyler, 2018. "Love or hate, depends on who's saying it: How legitimacy of brand rejection alters brand preferences," Journal of Business Research, Elsevier, vol. 90(C), pages 164-170.
    11. Christopher L. Shook & David J. Ketchen & G. Tomas M. Hult & K. Michele Kacmar, 2004. "An assessment of the use of structural equation modeling in strategic management research," Strategic Management Journal, Wiley Blackwell, vol. 25(4), pages 397-404, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    2. Theresia Ernest Macharia & Alex Lelian Banzi & Ismail Abdi Changalima, 2023. "Effectiveness of the Force Account Approach in Tanzanian Local Government Authorities: Do Management Support and Staff Competence Matter?," Management & Economics Research Journal, Faculty of Economics, Commercial and Management Sciences, Ziane Achour University of Djelfa, vol. 5(1), pages 66-82, March.
    3. Mohd Azhar & Ruksar Ali & Sheeba Hamid & Mohd Junaid Akhtar & Mohd Nayyer Rahman, 2022. "Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior," Future Business Journal, Springer, vol. 8(1), pages 1-16, December.

    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. Gwarlann Kerviler & Nico Heuvinck & Elodie Gentina, 2022. "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality," Journal of Business Ethics, Springer, vol. 179(1), pages 89-110, August.
    2. Jose Ribamar Siqueira Junior & Enrique Horst & German Molina & Laura H. Gunn & Felipe Reinoso-Carvalho & Burcu Sezen & Nathalie Peña-García, 2023. "Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 95-115, March.
    3. Cagla Pinar Utkutug, 2024. "The mediating effect of consumers’ perceived ethicality in the relationship between consumer cynicism/material values and affective commitment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 583-598, September.
    4. M. Deniz Dalman & Mari W. Buche & Junhong Min, 2019. "The Differential Influence of Identification on Ethical Judgment: The Role of Brand Love," Journal of Business Ethics, Springer, vol. 158(3), pages 875-891, September.
    5. Díez-Martín, Francisco & Miotto, Giorgia & Cachón-Rodríguez, Gabriel, 2022. "Organizational legitimacy perception: Gender and uncertainty as bias for evaluation criteria," Journal of Business Research, Elsevier, vol. 139(C), pages 426-436.
    6. Katja H. Brunk & Cara Boer, 2020. "How do Consumers Reconcile Positive and Negative CSR-Related Information to Form an Ethical Brand Perception? A Mixed Method Inquiry," Journal of Business Ethics, Springer, vol. 161(2), pages 443-458, January.
    7. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    8. Stroe, Silvia & Sirén, Charlotta & Shepherd, Dean & Wincent, Joakim, 2020. "The dualistic regulatory effect of passion on the relationship between fear of failure and negative affect: Insights from facial expression analysis," Journal of Business Venturing, Elsevier, vol. 35(4).
    9. Jatinder Singh & Oriol Iglesias & Joan Batista-Foguet, 2012. "Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty," Journal of Business Ethics, Springer, vol. 111(4), pages 541-549, December.
    10. Aishwarya Narayan & Sumukh Hungund, 2022. "Enhancing Firm Performance Through Adoption of Innovation: an Empirical Evidence from Indian Biotechnological Firms," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(3), pages 2431-2456, September.
    11. Alfiero, Simona & Battisti, Enrico & Ηadjielias, Elias, 2022. "Black box technology, usage-based insurance, and prediction of purchase behavior: Evidence from the auto insurance sector," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    12. Lluc Vila-Boix & Alicia Blanco-González & Giorgia Miotto & Felipe Hernández-Perlines, 2024. "The impact of social media advertising on brand’ legitimacy," International Entrepreneurship and Management Journal, Springer, vol. 20(3), pages 2115-2138, September.
    13. Nizar Souiden, 2024. "Recreational marijuana: Ethical positions and consumption status in explaining attitudes, perceived law ethicalness, and perceived corporate social responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(5), pages 4512-4531, September.
    14. Lingyan Meng & Md Qamruzzaman & Anass Hamad Elneel Adow, 2021. "Technological Adaption and Open Innovation in SMEs: An Strategic Assessment for Women-Owned SMEs Sustainability in Bangladesh," Sustainability, MDPI, vol. 13(5), pages 1-22, March.
    15. Furkan Baser & Soner Gokten & Guray Kucukkocaoglu & Hasan Ture, 2016. "Liquidity-Profitability Tradeoff Existence In Turkey: An Empirical Investigation Under Structural Equation Modeling," Copernican Journal of Finance & Accounting, Uniwersytet Mikolaja Kopernika, vol. 5(2), pages 27-44.
    16. Bi-Juan Zhong & Yaping Gong & Oded Shenkar & Yadong Luo & Zhixing Xiao & Shuming Zhao, 2023. "Managing the hearts of boundary spanners: CEO organizational identification and international joint venture performance," Asia Pacific Journal of Management, Springer, vol. 40(1), pages 87-119, March.
    17. Verma Prikshat & Parth Patel & Sanjeev Kumar & Suraksha Gupta & Ashish Malik, 2024. "Role of Socio-Cultural Capital and Country-Level Affluence in Ethical Consumerism," Journal of Business Ethics, Springer, vol. 191(4), pages 697-711, May.
    18. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.
    19. Aiping Tao & Qi Qi & Yi Li & Dan Da & Valentina Boamah & Decai Tang, 2022. "Game Analysis of the Open-Source Innovation Benefits of Two Enterprises from the Perspective of Product Homogenization and the Enterprise Strength Gap," Sustainability, MDPI, vol. 14(9), pages 1-22, May.
    20. Ruyu Xie & Liren An & Nosheena Yasir, 2022. "How Innovative Characteristics Influence Consumers’ Intention to Purchase Electric Vehicle: A Moderating Role of Lifestyle," Sustainability, MDPI, vol. 14(8), pages 1-24, April.

    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:spr:futbus:v:8:y:2022:i:1:d:10.1186_s43093-022-00128-6. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.