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Purpose – The research aims to examine the influence of perceived value (PV) dimensions on brand loyalty of luxury car owners and to examine the mediating role of attitudinal loyalty (AL) between PV dimensions and behavioral loyalty (BL). Design/methodology/approach – Primary data for the study were gathered from the luxury car owners in Kerala, India. The construct measurements have been adopted from previous research studies. Structural equation modeling with the partial least square (PLS) technique was used to analyze the measurements and conceptual model. Findings – The findings show that out of four PV dimensions among luxury car owners, the hedonic value (HV) significantly influences their AL. Economic value influences BL, and social values have an impact on AL as well as BL, but the relationship of functional value with any is not supported by the results. AL is a strong predictor of BL, and it actively mediates the relationship of HV and symbolic value with BL. Practical implications – The manufactures of luxury cars provide more importance to hedonic and symbolic elements while launching new models and consider the price perceptions of the targeted customers while making decisions related to brand attachment and brand loyalty. Originality/value – This study contributes to the decision-making of the rapidly growing vehicle market by examining the perceptions and by providing the effects of perceived values among luxury car owners. Also, it extends the literature by developing a framework for PV dimensions on AL and BL and also incorporated the mediating role of AL.

Watching live streams as a constituent of the online buying process is a recently emerged trend that demands empirical investigation. For this purpose, the researcher proposed a conceptual model using S-O-R framework to investigate the relationships among perceived shopping values (utilitarian value, hedonic value, symbolic value) and buyers' engagement and purchase intention in live streaming. We assess the model's performance through an empirical measurement by conducting a survey of 300 customers who have made purchases through Facebook live streaming on social media. The path analysis results revealed that utilitarian value is significantly related to customer engagement and purchase intention while hedonic value is found to have no effect on customer engagement but significant effect on purchase intention. Symbolic value is also found to effect customer engagement significantly. The results also revealed that customer engagement mediates the relationship between utilitarian value, symbolic value, and purchase intention. Our findings also deliver some theoretical and practical implications for live commerce sellers and online platforms on how to effectively utilize live streaming features to strategically market their products. [ABSTRACT FROM AUTHOR]

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As a way of increasing the perceived value of hotel loyalty programs, hoteliers are partnering with non-hotel brands to differentiate and drive member engagement. We examine the effect of such strategic alliances on the loyalty to a member program and further test a structural equation model with n = 469 active loyalty members. Our model investigates whether tier status and satisfaction function as mediators of the effects of a strategic alliance on brand loyalty. Our findings indicate that the benefits that loyalty programs and partnerships with non-hotel brands offer can positively influence brand loyalty when the member’s tier status and satisfaction mediates. [ABSTRACT FROM AUTHOR]