Brand personality and purchase intention

2015 ◽  
Vol 27 (5) ◽  
pp. 462-476 ◽  
Author(s):  
María de la Paz Toldos-Romero ◽  
Ma. Margarita Orozco-Gómez
Keyword(s):  
Regression Analysis ◽  
Undergraduate Students ◽  
Purchase Intention ◽  
Design Methodology ◽  
Consumer Preferences ◽  
Brand Personality ◽  
Personality Dimensions ◽  
Content Type ◽  
Product Categories ◽  
Practical Implications

Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products. Findings – Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions. Practical implications – This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention. Originality/value – The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.

Consonants in brand names influence brand gender perceptions

2015 ◽  
Vol 49 (1/2) ◽  
pp. 101-122 ◽  
Author(s):  
Amelie Guevremont ◽  
Bianca Grohmann
Keyword(s):  
Design Methodology ◽  
Brand Personality ◽  
Brand Names ◽  
Sound Symbolism ◽  
Brand Name ◽  
Personality Dimensions ◽  
Content Type ◽  
Marketing Literature ◽  
Gender Perceptions ◽  
Practical Implications

Purpose – This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality. Design/methodology/approach – Four experiments empirically test the influence of consonants on feminine and masculine brand personality. The experiments involve different sets of new brand names, variations regarding the consonants tested (the stops k and t, the fricatives f and s), as well as different locations of the focal consonant in the brand name. Findings – Consonants influence consumers’ brand perceptions: brand masculinity is enhanced by stops (rather than fricatives), and brand femininity is enhanced by fricatives (rather than stops). Consonants specifically affect feminine and masculine brand personality, but not other brand personality dimensions. Consumers’ responses to brand names and resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a desirable brand attribute. Practical implications – This research has implications for brand name selection: consonants are effective in creating a specifically masculine or a feminine brand personality. Originality/value – This research is the first to specifically link consonants and feminine/masculine brand personality. By specifically examining consonants, this research extends the marketing literature on sound symbolism that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters.

An empirical study on non-Muslim’s packaged halal food manufacturers

2016 ◽  
Vol 7 (4) ◽  
pp. 441-460 ◽  
Author(s):  
Afshan Azam
Keyword(s):  
Purchase Intention ◽  
Muslim Community ◽  
Specific Product ◽  
Content Type ◽  
Product Categories ◽  
Lifestyle Choice ◽  
Consumer Purchase Intention ◽  
Halal Food ◽  
Packaged Food ◽  
Practical Implications

Purpose This study aims to investigate the determinant factors that consumers may consider in buying halal packaged food produced by non-Muslim manufacturers. Design/methodology/approach This paper develops a seven-constructs-based model. Halal awareness, Islamic brand and product ingredients are used as the pre-determined factors for measuring consumer’s purchase intention. Findings The hypotheses which were tested using partial least squares have revealed that halal awareness and product ingredients have significantly influenced Muslims’ intention to buy halal packaged food that are produced by non-Muslim manufacturers. The findings show that the religious belief, exposure and certification/logo are potential sources of Muslim awareness about halal packaged food from non-Muslim manufacturers. Research limitations/implications This research is also not exempted from its limitations. The data collected for the current study investigate general purchase toward halal products. It would be interesting if future researchers examine consumers’ purchase intention toward specific halal products for specific product categories. A comparative study is also worthy of being steered, as such a study is beneficial for producers and marketers of the halal industry. Practical implications As an overall implication, this study will provide a valuable and important information for non-Muslim halal packaged food manufacturers in identifying the appropriate strategy to fulfill the needs and wants of Muslim consumers at best. It is sufficed to suggest that the Muslim community has adopted halal food from non-Islamic brands as part of their lifestyle choice. Clearly, this gives implications to non-Muslim halal food producers. Thus, it is critical for food manufacturers to increase the level of awareness toward halal products by providing sufficient and interesting information, especially on halal certification. Hence, the manufacturer must take the opportunity to do intensive promotion to encourage more consumers to purchase their products. Originality/value This paper examines consumer purchase intention toward non-Muslim packed food manufactures in Saudi Arabia. It is critical for non-Muslim packed halal food manufacturers to increase the level of awareness toward halal products by providing sufficient and interesting information, especially on halal certification.

Increasing consumer identification with a service company: key influencing factors

2016 ◽  
Vol 32 (11) ◽  
pp. 19-21
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Marketing Manager ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Pertinent Information ◽  
Meaningful Relationships ◽  
Company Identification ◽  
Positive Word Of Mouth ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Creating and strengthening meaningful relationships with the firm’s customers should be a top priority for any marketing manager. Greater positivity toward the organization and increased loyalty are among the rewards attainable for those willing to expend the effort. The magnitude of the issue has lead to growing attention on consumer-company identification. Core to this construct is the notion that people consider themselves to be psychologically connected to a particular firm. This perception of belongingness often leads to deeper relations and higher levels of commitment reflected in such as willingness to act as an advocate for the firm and spread positive word-of-mouth, lower vulnerability to negative information about the company, increased purchase intention and higher levels of both attitudinal and behavioral loyalty. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Examining the influences of perceived exclusivity and perceived rarity on consumers' perception of luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xujia Wang ◽  
Billy Sung ◽  
Ian Phau
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Content Type ◽  
Product Categories ◽  
Theoretical Support ◽  
Confirmatory Factor ◽  
Luxury Market ◽  
Practical Implications

PurposeThe purpose of this study is to investigate how exclusivity and rarity (natural versus virtual) influence consumers' perceptions of luxury. Further, it examines whether exclusivity and rarity can function as distinct marketing strategies in today's luxury market environment.Design/methodology/approachOnline questionnaires were administered by adapting developed scales from prior research. Research stimuli were chosen from three luxury categories including bags, wine and cruise. Confirmatory factor analysis and multiple regressions were used to test the hypotheses.FindingsThe results confirmed that exclusivity, natural rarity and virtual rarity were perceived as relatively distinct constructs among our sample. Findings also highlighted that perceived natural rarity (PNR) has consistently emerged as a positive and significant contributor to consumers' perceptions of luxury across all three luxury categories. The influence of perceived exclusivity (PE) on perceptions of luxury has also shown to be significant for two product categories (luxury bag and luxury wine), whereas perceived virtual rarity (PVR) did not show any significant effects across all three categories.Practical implicationsThe results indicate that consumers perceive natural rarity, virtual rarity and exclusivity as relatively distinctive marketing strategies. This suggests that luxury businesses can adopt each strategy independently to achieve desired marketing outcomes.Originality/valueThis study offers theoretical support for the proposition that exclusivity and rarity may have different functions in luxury marketing implementations. It provides empirical evidence showing the distinctiveness of perceived exclusivity and perceived rarity, which have not be done in previous research.

Imperfect produce: retailer actions and service outcomes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Atmadeep Mukherjee ◽  
Amaradri Mukherjee ◽  
Pramod Iyer
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Well Being ◽  
Societal Implications ◽  
Negative Effects ◽  
Content Type ◽  
Service Outcomes ◽  
Patronage Intention ◽  
Practical Implications

Purpose Food waste is a big problem where millions of pounds of produce are discarded every year because they are imperfect or unattractive. Despite the societal implications of selling unattractive produce, limited research has been directed toward understanding the effect of imperfect produce on consumers’ evaluations of the produce and retailer outcomes. This paper aims to investigate why consumers tend to discard imperfect produce and how retailer interventions (i.e. anthropomorphized signage and packaging) can alleviate these negative effects. Design/methodology/approach Three experiments were conducted to examine the postulations. Study 1 highlights the role of consumers’ embarrassment in the purchase decision of imperfect produce and retailer patronage intention. Studies 2 and 3 provide managerially relevant boundary conditions of anthropomorphic signage and opaque packaging. Findings Convergent results across three studies (n = 882) indicate that imperfect produce increases purchase embarrassment and reduces purchase intention and retailer patronage intention. Retailer interventions (i.e. anthropomorphic signage and opaque packaging) can allay this feeling of embarrassment and lead to an increased retailer patronage intention and higher service satisfaction. Practical implications This research provides guidance to retailers for effectively promoting imperfect produce. Social implications Retailers’ actions can benefit the well-being of farmers, suppliers, customers and the overall environment. Originality/value This research adds to the literature on unattractive produce by identifying new moderators, namely, anthropomorphic signages and opaque packaging. The research also shows that purchase embarrassment is a key process mechanism.

HC and financial performance with two HRM strategies

2017 ◽  
Vol 66 (4) ◽  
pp. 459-478 ◽  
Author(s):  
Nopadol Rompho
Keyword(s):  
Human Capital ◽  
Regression Analysis ◽  
Financial Performance ◽  
Lead Time ◽  
Design Methodology ◽  
Strategy Choice ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to examine the relationship between levels of human capital and financial performance of firms that use two distinct human resource management (HRM) strategies. Design/methodology/approach A survey of 128 HRM managers was conducted to assess differences in human capital between firms using different HRM strategies. A multiple regression analysis was used to investigate the relationship between firms’ human capital and financial performance. Findings The results show that companies employing a make-organic strategy have a higher level of human capital than companies employing a buy-bureaucratic strategy. There was no relationship between the level of human capital and long term financial performance of firms with both make-organic and buy-bureaucratic strategies. Research limitations/implications This research contributes toward understanding the effect of HRM strategy and facilitates an optimal strategy choice depending on the organization. However, this study did not consider the lead time between changes in human capital and the effect on financial performance. Practical implications The research encourages firm managers to understand the value of human capital, preparing them for changes in the future. Originality/value This study is among the first to investigate the relationship between human capital and financial performance considering different HRM strategies.

An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nora Bezaz ◽  
Mathieu Kacha
Keyword(s):  
Design Methodology ◽  
Food Product ◽  
Content Type ◽  
Point Of Sale ◽  
Product Categories ◽  
Healthy Diets ◽  
Marketing Tool ◽  
Age Features ◽  
Practical Implications ◽  
Additional Product

PurposeThis article aims to determine how packaging colour (hue, saturation and brightness) for a healthy food product might influence children's evaluation of the packaging and their attitude towards the brand.Design/methodology/approachAn experiment involving 157 children (7–12 years of age) features a within-subject, factorial design. The product selected for this experiment is an unknown brand of orange juice.FindingsEach colour dimension on packaging exerts an impact on children's evaluation of the packaging and attitude towards the brand. Therefore, the colour featured on packaging can be an effective lever for action to ensure and enhance children's healthy diets.Research limitations/implicationsFurther research should investigate these effects across additional product categories, brands and colours.Practical implicationsPackaging is an important marketing tool that influences children's evaluation of the packaging and attitude towards the brand, especially at the point of sale. To understand and exploit these packaging colour effects appropriately for healthy products, it is crucial to understand the effects of various packaging colour dimensions.Originality/valueLittle prior research has addressed the effects of packaging on children's responses, especially by accounting for multiple colour dimensions. Nor has extant research identified how packaging colour dimensions can affect children's evaluation and brand attitude. Especially in consideration of the growing problem of childhood obesity, it is important to give marketers effective ways to promote healthy products.

The influence of office type on satisfaction and perceived productivity support

2014 ◽  
Vol 12 (2) ◽  
pp. 142-157 ◽  
Author(s):  
Iris De Been ◽  
Marion Beijer
Keyword(s):  
Regression Analysis ◽  
The Netherlands ◽  
Work Environment ◽  
Design Methodology ◽  
Office Buildings ◽  
Large Dataset ◽  
Content Type ◽  
Office Environment ◽  
Practical Implications

Purpose – The aim of this research is to determine whether the type of office environment has an impact on satisfaction with the office environment and productivity support. Design/methodology/approach – Three office types that are most common in The Netherlands were distinguished: individual and shared room offices, combi offices and flex offices. 11,799 respondents filled out a questionnaire measuring satisfaction with the work environment and its contribution to productivity. Findings – Regression analysis was used to investigate whether these factors were influenced by office type. Results show that office type is a significant predictor. While in combi and flex offices people can choose to work at diverse workspaces, people evaluate productivity support, concentration and privacy less positive than people working in individual and shared room offices. In combi offices, but not in flex offices, people are more satisfied with communication than in individual and shared room offices. Practical implications – Nevertheless, satisfaction with the organization explains the most variance with regard to satisfaction with the office environment and productivity support. Originality/value – In The Netherlands, there are a lot of office buildings with a combi or flexible office concept. The large dataset on which the comparison is based, is a real plus for the research.

The “right” wine taster

2019 ◽  
Vol 121 (3) ◽  
pp. 675-696 ◽  
Author(s):  
Emma Juaneda-Ayensa ◽  
Cristina Olarte-Pascual ◽  
Eva Reinares-Lara ◽  
Pedro Reinares-Lara
Keyword(s):  
Market Orientation ◽  
Purchase Intention ◽  
Design Methodology ◽  
Measurement Model ◽  
Content Type ◽  
Strategic Option ◽  
Wine Market ◽  
The Right ◽  
Sequential Studies ◽  
Practical Implications

PurposeThe theory of emergent nature argues that the “right” people have a unique ability to imagine and envision how products might be developed so that they can be successful in the marketplace. The purpose of this paper is to apply this theory to the wine market to evaluate the ability of wine tasters with the “right” profile (i.e. high in emergent nature) to identify benefits applicable to the development of a new wine.Design/methodology/approachTwo sequential studies were performed to collect data: a qualitative study of a sample of 44 professional wine tasters to identify the “right” profile and a quantitative study, with a sample of 1,126 consumers, to assess the value of the benefits proposed by the wine tasters in terms of purchase intention. The validation of the measurement model was carried out using the variance-based partial least squares (PLS) technique.FindingsTwo types of wine tasters were identified, normal and “right”. The “right” wine tasters were more and better able to develop arguments for the innovation and market orientation of the wine.Practical implicationsIn the context of the wine market, identifying expert wine tasters with the “right” profile is a strategic option to improve innovation and market orientation in the development of commercially viable wines.Originality/valueThis pioneering research validates, in the wine market, a proven methodology used in other markets, which makes it possible to identify expert wine tasters high in emergent nature. These “right” expert tasters identify benefits that can have a decisive effect on purchase intention.

Being the first entrant and getting stuck in the middle

2017 ◽  
Vol 51 (7/8) ◽  
pp. 1178-1196 ◽  
Author(s):  
Elisa Montaguti ◽  
Alessandra Zammit
Keyword(s):  
Design Methodology ◽  
Decision Rules ◽  
New Product ◽  
Decision Strategy ◽  
Extreme Position ◽  
Content Type ◽  
Product Categories ◽  
Relative Disadvantage ◽  
Pioneering Advantage ◽  
Practical Implications

Purpose This paper aims to examine how pioneering advantage interacts with the compromise effect generated by new product entries. Building on prior work on pioneering advantage and extreme aversion, this research moves toward understanding how the choice share of a pioneer realigns as a consequence of new product entries generating compromise-like scenarios. Design/methodology/approach The authors run three experiments to test their propositions. The authors present one study which documents the effect. The second study provides process evidence. The third study suggests how brands can neutralize the adverse effect on their share generated by the followers’ entry/positioning. Findings In three studies, the authors showed that when a pioneering product becomes intermediate in a choice set, its share is more adversely affected than when it becomes extreme. The authors show that this depends on consumers’ propensity to use non-compensatory decision rules in the presence of a pioneering alternative. The authors also document that the relative disadvantage of the intermediate pioneer can be overcome when the reasons for selecting an intermediate alternative based on a compensatory decision rule are restored. Practical implications The research provides guidelines for managers wanting to enter product categories where a pioneer already exists. The authors show that opting for an extreme position that renders the pioneer intermediate can be rewarding. In contrast, being the second extreme player in a market where the pioneer becomes extreme reduces the expected share of this last entrant. Originality/value The authors’ contribution is in showing that this decision strategy can clash with the rule consumers generally use in a compromise setting and that this clash generates two different effects when the pioneer becomes intermediate or extreme.

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