IDEAS home Printed from https://ideas.repec.org/a/igg/jeco00/v22y2024i1p1-24.html

The Effect of Brand Heritage on Social Commerce Site Privacy Risk, Brand Equity, and Brand Advocacy

Author

Listed:
  • Hadeel B. Al Haddad

    (Yarmouk University, Jordan)

  • Amjad H. Al-Amad

    (Yarmouk University, Jordan)

  • Sami AlSmadi

    (Yarmouk University, Jordan)

  • Khaled Qassem Hailat

    (Yarmouk University, Jordan)

  • Mohammad Hasan Galib

    (Tennessee State University, USA)

  • Fadi A. T. Herzallah

    (Palestine Technical University, Kadoorie, Palestine)

Abstract

This study applies the Stimuli-Organism-Response (S-O-R) Theory to examine the impact of brand heritage of social commerce sites on consumers' perceived privacy risk, and the impact of this perceived risk on brand equity and brand advocacy. This study extends brand heritage research by exploring brand heritage in a new context (social commerce sites). To test the hypotheses, an online survey was conducted, and a total of 321 responses were collected from Amazon users in the US. The data were analyzed by using the Partial Least Squares-Structural Equation Modelling (PLS-SEM). Findings revealed that the brand heritage of social commerce sites has a significant negative influence on consumers' perceived privacy risk, which in turn has a significant negative impact on brand equity and brand advocacy.

Suggested Citation

  • Hadeel B. Al Haddad & Amjad H. Al-Amad & Sami AlSmadi & Khaled Qassem Hailat & Mohammad Hasan Galib & Fadi A. T. Herzallah, 2024. "The Effect of Brand Heritage on Social Commerce Site Privacy Risk, Brand Equity, and Brand Advocacy," Journal of Electronic Commerce in Organizations (JECO), IGI Global Scientific Publishing, vol. 22(1), pages 1-24, January.
    • Handle: RePEc:igg:jeco00:v:22:y:2024:i:1:p:1-24
    as

    Download full text from publisher

    File URL: https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/JECO.349941
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Burghausen, Mario & Balmer, John M.T., 2014. "Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity," Journal of Business Research, Elsevier, vol. 67(11), pages 2311-2323.
    2. Rémi Mencarelli & Damien Chaney & Mathilde Pulh, 2020. "Consumers' brand heritage experience: between acceptance and resistance," Post-Print hal-02380341, HAL.
    3. Rémi Mencarelli & Damien Chaney & Mathilde Pulh, 2020. "Consumers’ brand heritage experience: between acceptance and resistance," Post-Print hal-02534094, HAL.
    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. Mario Burghausen, 2023. "The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 129-143, March.
    2. Rindell, Anne & Strandvik, Tore, 2023. "To be or not to be corporate heritage oriented? A study of managers’ corporate heritage mindsets," European Management Journal, Elsevier, vol. 41(2), pages 282-291.
    3. Al-Amad, Amjad H. & Balmer, John M.T., 2023. "Augmented role identity saliency of CSR in corporate heritage organizations," Journal of Business Research, Elsevier, vol. 155(PA).
    4. Déborah Philippe & Alain Debenedetti & Damien Chaney, 2022. "How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking," Post-Print hal-03657352, HAL.
    5. Rasa Pranskūnienė & Erika Zabulionienė, 2023. "Towards Heritage Transformation Perspectives," Sustainability, MDPI, vol. 15(7), pages 1-23, April.
    6. Campo Elias Lopez-Rodriguez & Gerson Jaquin Cristancho-Triana & Jenny Liliana Amaya-Tellez, 2020. "Perception and Desired Brand Personality in Organizations that Internationalize Services: The Case of the Colombian Business Environment," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 581-597.
    7. Bövers, Jana & Hoon, Christina, 2021. "Surviving disruptive change: The role of history in aligning strategy and identity in family businesses," Journal of Family Business Strategy, Elsevier, vol. 12(4).
    8. Giorgia Maria D’Allura & Fabio Quarato & Giovanni Battista Dagnino & Elisabetta Merlo, 2025. "Detecting the key role of the family in explaining corporate heritage use in family firms," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 29(3), pages 635-667, September.
    9. Pecot, Fabien & Merchant, Altaf & Valette-Florence, Pierre & De Barnier, Virginie, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Journal of Business Research, Elsevier, vol. 85(C), pages 304-316.
    10. Janne P. Ikäheimo, 2021. "Arctic narratives: brewing a brand with neolocalism," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 374-387, July.
    11. repec:fan:istois:v:html10.3280/isto2023-047002 is not listed on IDEAS
    12. Vittoria Marino & Raffaella Montera, 2021. "Online Communication and Luxury Heritage Brand towards the E-HBC Matrix," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 1-15, July.
    13. Mats Urde & Stephen A Greyser, 2016. "The Corporate Brand Identity and Reputation Matrix – The case of the Nobel Prize," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 89-117, January.
    14. Melewar, T.C. & Skinner, Heather, 2020. "Territorial brand management: Beer, authenticity, and sense of place," Journal of Business Research, Elsevier, vol. 116(C), pages 680-689.
    15. Deniz Zeren & Ali Kara, 2020. "Effects of Brand Heritage on Intentions to Buy of Airline Services: The Mediating Roles of Brand Trust and Brand Loyalty," Sustainability, MDPI, vol. 13(1), pages 1-15, December.
    16. Oliver Laasch & Christine McLean & Jeremy Aroles, 2025. "Responsible Management-as-Process of Smoothing–Striating: Transcending Freedom or Control Contingencies," Journal of Business Ethics, Springer, vol. 201(2), pages 491-516, October.
    17. Wielsma, Albertha J. & Brunninge, Olof, 2019. "“Who am I? Who are we?” Understanding the impact of family business identity on the development of individual and family identity in business families," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 38-48.
    18. Fabien Pecot & Virginie Barnier, 2018. "Brands using historical references: a consumers’ perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 171-184, March.
    19. Olof Brunninge, 2023. "Invented corporate heritage brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 157-169, March.
    20. Kinias, Ioannis & Chalis, Spyridon & Glyptis, Loukas, 2023. "Family business research: A systematic review and an uncelebrated role of marketing," Journal of Business Research, Elsevier, vol. 162(C).
    21. repec:fan:istois:v:html10.3280/isto2023-047003 is not listed on IDEAS
    22. Fabien Pecot & Virginie de Barnier, 2018. "Brands using historical references: a consumers’ perspective," Post-Print hal-03511250, HAL.

    More about this item

    Statistics

    Access and download statistics

    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:igg:jeco00:v:22:y:2024:i:1:p:1-24. 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: Journal Editor (email available below). General contact details of provider: https://www.igi-global.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.