How consumption-supportive packaging functionality influences consumers’ purchase intentions: the mediating role of perceived product meaningfulness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Christian V. Baccarella ◽  
Lukas Maier ◽  
Kai-Ingo Voigt
Keyword(s):  
Empirical Evidence ◽  
Underlying Mechanism ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Communication Strategy ◽  
Content Type ◽  
Consumer Responses ◽  
Complex Products ◽  
Low Complex ◽  
Positive Effect

Purpose The purpose of this paper is to provide the first empirical evidence on how consumption-supportive packaging functionality influences consumers’ purchase intentions. Consumption-supportive packaging functionality implies that the packaging itself serves a function that actively helps users achieve their consumption goals and that supports the objectives consumers have in mind when using it. Design/methodology/approach To achieve the research goal, this study presents four between-participant experimental studies. In the studies, this paper tests for the direct effect of consumption-supportive packaging functionality on consumers’ purchase intentions across different product categories. Moreover, this study tests for the mediating effect of perceived product meaningfulness to explain the underlying mechanism (Studies 2 and 3) and for the moderating effect of product complexity (Study 4). Findings This paper shows that consumption-supportive packaging functionality leads to higher purchase intentions. The findings also reveal that perceived product meaningfulness is one underlying mechanism that helps us to explain the positive effect of consumption-supportive packaging functionality on purchase intention. Moreover, findings reveal that the positive effect of consumption-supportive packaging functionality only works for low-complex products, but not for high-complex ones. Research limitations/implications This research offers a new perspective on package design, and thus advances the understanding of how to package functionality can influence consumer responses. Moreover, this study contributes to the Gestalt theory because it applies a holistic design view on the packaging that influences product perception. Practical implications For low complex products, marketing managers should consider integrating packaging functionality into their communication strategy to focus on the overall Gestalt of the product. Product designers should integrate consumption-supportive packaging functionality in the product design to evoke positive consumer responses. Originality/value The research gives first empirical evidence on how and when consumption-supportive packaging functionality influences consumers’ product evaluations.

How does renqing influence purchase intentions in the Chinese business-to-business context?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xun Zhang ◽  
Biao Xu ◽  
Jun Wu
Keyword(s):  
Positive Relationship ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Chinese Business ◽  
The Relationship ◽  
Business To Business ◽  
Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

Knowledge-oriented leadership and technology standard innovation: a temporary-team perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hong Jiang ◽  
Kazuyuki Motohashi ◽  
Wentao Liu ◽  
Xu Zhang
Keyword(s):  
Knowledge Integration ◽  
Innovation Process ◽  
Underlying Mechanism ◽  
Mediating Effect ◽  
Technology Standards ◽  
Content Type ◽  
Innovation Activities ◽  
Technology Standard ◽  
Member Exchange ◽  
Knowledge Intensive

Purpose This study aims to investigate the relevance of knowledge-oriented leadership (KOL) to technology standard innovation (TSI) from a temporary-team perspective. The mediating and moderating effect on knowledge integration (KI) and leader–member exchange (LMX) is emphasized. Design/methodology/approach The conceptual model is built based on an exhaustive literature review and is empirically tested in terms of a sample of 341 Chinese individuals with TSI experience. Quantitative analysis was performed using a questionnaire with the bootstrapping method used to demonstrate the mediating effect of KI. Findings The empirical results of this study prove that KI mediates the relationship between KOL and TSI. The authors deduce that LMX moderates the positive relation between KOL and KI. Originality/value Few studies have investigated the innovation activities of technology standards from a temporary-team perspective. To the best of the authors’ knowledge, this is the first study to look into the underlying mechanism of KOL in TSI. This research deepens the analysis by introducing LMX’s moderating role in the innovation process of technology standards, thereby providing valuable insights for leaders of innovation activities of technology standards and illuminating new aspects of knowledge-intensive temporary-team management.

External technology acquisition, exploitation and process innovation performance in emerging market small and medium sized enterprises: the moderating role of organizational slack

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thammanoon Charmjuree ◽  
Yuosre F. Badir ◽  
Umar Safdar
Keyword(s):  
Open Innovation ◽  
Emerging Market ◽  
Process Innovation ◽  
Innovation Performance ◽  
Mediating Effect ◽  
Content Type ◽  
Technology Acquisition ◽  
The Relationship ◽  
Unabsorbed Slack ◽  
Positive Effect

PurposeThis study is among the very few to examine the firm's simultaneous use of both dimensions of open innovation and its influences on the firm's process innovation performance (PIP). Specifically, the authors consider the relationship between firm's external technology acquisition (ETA) and external technology exploitation (ETE) and examine their direct, indirect and mediating effect on the firm's PIP. The authors also examine the moderating effect of the organizations' unabsorbed slack (UASL) on the relationship between ETA and ETE.Design/methodology/approachAnalyzing data collected from 311 small- and medium-sized software development firms in emerging market; Thailand, we show that both ETA and ETE have a positive effect on PIP and that ETE fully mediates the relationship between ETA and PIP.FindingsThe authors show that both ETA and ETE have a positive effect on PIP and that ETE fully mediates the relationship between ETA and PIP. Moreover, the relationship between ETA and ETE is positively moderated by the firms' unabsorbed slack (UASL) and that the influence of ETA on PIP through ETE is stronger under higher unabsorbed slack.Originality/valueThe authors extend the “traditional” performance outcome of outbound dimension of open innovation concept, which focuses exclusively on commercialization and market (Chesbrough, 2003b), by showing that ETE positively influences the firm's PIP. Moreover, the study explains the mechanism through which ETA influence the firm's PIP by proposing that ETE fully mediates the relationship between ETA and PIP.

Moral norm is the key

2020 ◽  
Vol 32 (8) ◽  
pp. 1823-1841 ◽  
Author(s):  
Matthew Tingchi Liu ◽  
Yongdan Liu ◽  
Ziying Mo
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Underlying Mechanism ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Moral Norms ◽  
Green Products ◽  
Chinese Consumers ◽  
Content Type ◽  
The Relationship

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Davit Davtyan ◽  
Isabella Cunningham ◽  
Armen Tashchian
Keyword(s):  
Behavioral Intentions ◽  
Purchase Intentions ◽  
Music Videos ◽  
Brand Attitudes ◽  
Brand Placement ◽  
Content Type ◽  
Brand Familiarity ◽  
Brand Placements ◽  
Low Levels ◽  
Positive Effect

Purpose This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact. Design/methodology/approach The proposed hypotheses and research questions were tested using an experimental approach. Participants watched a block of music videos containing various levels of brand placement repetitions. Afterward, participants completed a questionnaire designed to measure memory, brand attitudes and behavioral intentions. Findings At low levels (below 4–5 exposures), the repetition of a brand placement has a positive effect on brand memory, brand attitudes, intentions to buy and to recommend the brand to others. However, further increases in repetition had detrimental effects on brand attitudes and purchase intentions, but not on memory measures. Additionally, the effects of brand placement repetition on brand attitudes and memory measures were moderated by respondents’ brand familiarity. Research limitations/implications The effects of brand placements were measured through explicit tests that refer to the placement event. Researchers are encouraged to test suggested propositions by using implicit tests. Practical implications The results of this study can serve as guidance for marketing practitioners on optimal ways to integrate their brands into the contents of mass media programming. Originality/value Despite the increasing usage of music videos in marketing promotions, limited scholarship explores the effects of placing consumer brands in this promising medium. Current research addresses this gap and contributes both to brand placement literature and scholarship on advertising repetition.

Can a replacing sponsor benefit?

2019 ◽  
Vol 53 (12) ◽  
pp. 2481-2500 ◽  
Author(s):  
François Anthony Carrillat ◽  
Reinhard Grohs
Keyword(s):  
Behavioral Intentions ◽  
Underlying Mechanism ◽  
Randomized Experiments ◽  
Altruistic Motive ◽  
Content Type ◽  
Consumer Responses ◽  
Sponsorship Effectiveness ◽  
The Common ◽  
The Impact ◽  
The Relationship

Purpose This paper aims to examine the common situation where the sponsor of an event is replaced and the impact of this situation on consumers’ behavioral intentions toward the new sponsor. Design/methodology/approach An original conceptual framework was developed to account for consumers’ reactions toward a new sponsor in the context of a sponsorship change, depending on whether the former and new sponsors are competitors, the duration of the relationship between the former sponsor and the event (tenure length), and the level of congruence between the new and the former sponsor and the event. This framework, based on consumer motive attributions, was tested by means of three completely randomized experiments. Findings The results of the first experiment show that if the former and new sponsors are competitors, consumers’ behavioral intentions toward the new sponsor are more positive if the former sponsor’s tenure duration was short. When the former and the new sponsors are not competitors, the former sponsor’s tenure duration does not impact behavioral intentions. The second experiment demonstrates that consumers’ altruistic motive attributions are the underlying mechanism that explains these effects. Finally, the third experiment identifies a boundary condition, that is, these effects occur only if the new and the former sponsor are congruent with the sponsored property. Research limitations/implications This research has not considered the situation where the former and new sponsors have different levels of congruence with the event (e.g. when the former sponsor is congruent but the new sponsor is incongruent with the event) and has examined only sponsorship tenure durations of one versus 15 years. Practical implications Sponsorship managers learn that replacing a sponsor that was supporting the event for a short rather than a long period of time is more beneficial, but only if replacing a competitor that is congruent with the sponsored property. The reason is that such a replacement triggers more altruistic motive attributions compared with contexts where the former sponsor is not a competitor or incongruent with the sponsored property. Suggestions of sponsorship activation strategies known to increase perceptions of altruism are provided to enhance sponsorship effectiveness for new sponsors. Originality/value This study is the first to look at how consumer responses to a new sponsor vary depending on the former sponsor’s tenure length, competitor status and event congruency.

Branding for non-profits: explaining new donor decision-making in the charity sector

2019 ◽  
Vol 29 (5) ◽  
pp. 583-600
Author(s):  
Gary Gregory ◽  
Liem Ngo ◽  
Ryan Miller
Keyword(s):  
Decision Making ◽  
Large Scale ◽  
Brand Choice ◽  
International Aid ◽  
Brand Attitude ◽  
Mediating Effect ◽  
Communication Strategy ◽  
Dual Process ◽  
Content Type ◽  
New Donors

Purpose The purpose of this study develops and validates a model of new donor decision-making in the charity sector. Drawing upon dual process theory, the model incorporates brand salience and brand attitude as antecedents of brand choice intention, moderated by donor decision involvement. Design/methodology/approach Study 1 generates measures using interviews with marketing, media and research managers, and new donors from two international aid and relief organizations. Study 2 uses an experimental design to first test scenarios of disaster relief, and then validate and confirm a new donor decision model using large-scale consumer panels for the international aid and relief sector in Australia. Findings The results replicated across four leading international aid-related charities reveal that brand salience is positively related to brand choice intention through the mediating effect of brand attitude. Furthermore, the effect of brand salience on brand choice intention is significantly stronger when donor decision involvement is low. Conversely, the effect of brand attitude on brand choice intention is stronger for higher levels of donor decision involvement. Practical implications Managers should understand the importance of brand salience/attitudes and the implications for the communication strategy. Managers should also strive to understand the level of decision involvement and the relative influence of brand attitude/salience on brand choice intention. Originality/value This study advances the literature on charitable giving by proposing and testing a moderated mediation model of donor choice when selecting a charity for donation. Findings provide new insights into the extent to which brand salience, brand attitude and donor decision-making influence how new donors choose between charities for donation.

Promotional phrases as analogical questions: inferential fluency and persuasion

2020 ◽  
Vol 54 (4) ◽  
pp. 713-739
Author(s):  
Hsuan-Hsuan Ku ◽  
Mei-Ju Chen
Keyword(s):  
Positive Impact ◽  
Underlying Mechanism ◽  
Frame Of Reference ◽  
Product Evaluations ◽  
Content Type ◽  
Rhetorical Question ◽  
Consumer Responses ◽  
Rhetorical Questions ◽  
The Impact ◽  
Practical Implications

Purpose As an alternative to straight rhetorical questions, questions using analogies that invite the reader to think about the frame of reference to answer the target have been used in advertising to persuade. This paper aims to investigate consumer responses to the use of analogical questions in ads for incrementally new products and the important variables moderating those responses. Design/methodology/approach Four between-subjects experiments examined how product evaluations in response to analogical questions differ from non-analogical variants as a function of consumers’ persuasion awareness (Studies 1 and 2) and also tested if the effectiveness of an analogical question among potential consumers who are more aware of persuasion attempts might be enhanced only when it is proposed with a strong rather than a weak frame of reference (Study 3), and when the frame of reference and the target share underlying similarities (Study 4). Findings Analogical questions are more persuasive than non-analogical variants for participants who are more aware of persuasion attempts. Inferential fluency mediates the results. Furthermore, the positive impact of analogical questions for participants high in persuasion awareness is diminished when the frame of reference is weak or from a dissimilar domain. The same patterns are not evident for participants who are less aware of persuasion attempts. Research limitations/implications Drawing on the concepts of inferential fluency, this study offers an empirically-based view of how the analogical questions in advertising may bias the responses exhibited by individuals who demonstrate either a high or low level of persuasion awareness. Practical implications The inclusion of an analogy can lower consumers’ tendency to behave in a defensive manner by facilitating inferences about intended claims that are implicitly stated in a rhetorical question and achieve higher levels of persuasion. Originality/value This study contributes to prior study on rhetorical questions within a persuasion communication by adopting inferential fluency as an underlying mechanism for analyzing the impact of analogical questions and individual’s awareness of persuasion.

Empirical analysis of integration practices among agribusiness firms

2019 ◽  
Vol 25 (7) ◽  
pp. 1696-1715
Author(s):  
Michael Kwamega ◽  
Dongmei Li ◽  
Eugene Abrokwah
Keyword(s):  
Supply Chain ◽  
Structural Equation ◽  
Direct Interaction ◽  
Mediating Effect ◽  
Data Set ◽  
Content Type ◽  
Internal Customer ◽  
Using Data ◽  
The Relationship ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the mediating effect of information sharing (IS) on the link between supply chain integration (SCI) practices (internal, customer and supplier) and internal process performance (IPP) by using selected agribusiness firms from an emerging economy, Ghana. Design/methodology/approach To determine the effect of IS on the nexus between SCI practices and IPP, a research framework was developed and tested using data amassed from 156 agribusiness firms for the study. The data set was assessed and hypotheses were tested using structural equation modelling. Findings The outcomes revealed that both INI and CI positively and significantly influenced IS. However, the results disclosed that SI has no significant positive effect on IS among the Ghanaian agribusiness firms. The findings of the study further discovered that IS fully mediates the relationship between INI, CI and IPP, whereas SI has a direct interaction with IPP. Originality/value This study contributes to the existing supply chain management research by empirically authenticating IS as the mediator between SCI practices and IPP. From the viewpoint of a developing economy, this paper identifies the significant connection that exists between SCI practices, IS and IPP. The outcomes recommend that IS is a core driving facilitator to reinforce the correlation between SCI practices and IPP.

Driving first-time and repeat spectators to a motor sport event

2014 ◽  
Vol 8 (4) ◽  
pp. 388-400 ◽  
Author(s):  
Giacomo Del Chiappa ◽  
Cem Tinaz ◽  
Douglas Michele Turco
Keyword(s):  
Descriptive Analysis ◽  
Mediating Effect ◽  
Communication Strategy ◽  
Chi Square ◽  
Convenience Sample ◽  
Sport Event ◽  
Content Type ◽  
Motor Sport ◽  
Intention To Return ◽  
First Time

Purpose – This paper aims to examine the differences in expenditure and satisfaction level between first-time and repeat spectators to a motor sport event, as well as differences in their intention to return and to recommend the host destination. Design/methodology/approach – A structured questionnaire was developed and data were collected on-site during the 2012 Federation Internationale de l’Automobile (FIA) World Rally Championship (WRC) in Sardinia via 210 interviews. A series of descriptive analysis, independent t-tests, chi-square tests and regression analysis were run for the purposes of the study. Findings – Findings showed first-timers spend more and are more satisfied than repeaters, even if no significant differences were reported. Repeaters reported to be more willing to return and to recommend, with significant differences, only in the intention to return. Research limitations/implications – The study is based on a convenience sample of a relatively small size, and it might be influenced by the idiosyncratic characteristics of the location. Further, it does not consider the mediating effect that the budget of spectators and their travel/event career ladder can exert over their behaviour. Practical implications – Destination marketers and event organizers need to run their marketing operations to renew their customer mix and/or to increase the standard level of quality to be delivered to repeaters. Further, their marketing and communication strategy should be personalized, and incentives should be given to encourage both groups to purchase multiple products simultaneously. Originality/value – The paper adds to the growing, and often still inconsistent, research aiming to compare first-timers’ and repeat visitors’ behaviours by offering insights from the context of motor sport events, where no published paper exist so far.

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