To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ho Yeol Yu ◽  
G. Matthew Robinson ◽  
DongHun Lee
Keyword(s):  
Consumer Behavior ◽  
Product Quality ◽  
Equation Modeling ◽  
Content Type ◽  
Self Image ◽  
Sport Industry ◽  
Image Congruence ◽  
Perceived Product Quality ◽  
Image Fit ◽  
The Impact

PurposeThis study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such, the primary aim was to examine differences regarding consumers' perceptions of self-image congruence and perceived product quality when considering solo-branding and co-branding conditions. Further, under the co-branding condition, relationships among consumers' self-image congruence, perceived product quality, image fit, product evaluation and purchase intention were investigated.Design/methodology/approachA scenario-based quasi-experiment consisting of hypothetical co-branding initiatives between existing brands was conducted.FindingsResults from a repeated multivariate analysis of variance (MANOVA) indicated that consumers' symbolic and functional perceptions of co-branding as well as evaluations were statistically higher than in the solo-branding condition. Additionally, structural equation modeling indicated positive relationships between consumers' symbolic and functional perceptions, image fit, evaluation and behavior intention.Originality/valueThis study is one of the first papers to investigate the impact of co-branding on consumers within the sport industry and provides evidence of the positive impact of co-branding strategies on consumer behavior within the sport industry.

Can advertising creativity affect product perceptions and retailer evaluations?

2014 ◽  
Vol 23 (6) ◽  
pp. 452-461 ◽  
Author(s):  
Erik Modig ◽  
Sara Rosengren
Keyword(s):  
Product Quality ◽  
Mineral Water ◽  
Experimental Studies ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Chewing Gum ◽  
Content Type ◽  
Positive Effects ◽  
Perceived Product Quality ◽  
The Impact

Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and detergent) and two known retailers. Findings – The results show that advertising creativity positively signals perceived product quality, which increases perceived value. These effects fully mediate a positive impact on retailer brand attitude and purchase intentions. The positive effect of advertising creativity on perceived product quality is mediated by perceived advertisement effort. Practical implications – This study introduces advertising creativity as a way for retailers to increase perceived product quality and value. The results show that advertising creativity increases perceived effort on behalf of the sender, which positively influences purchase intentions. Originality/value – The current study shows that advertising creativity can work as a signal of product quality, which has positive effects for retailers.

How sales promotion display affects customer shopping intentions in retails

2020 ◽  
Vol 48 (12) ◽  
pp. 1337-1355 ◽  
Author(s):  
Mohammadbagher Gorji ◽  
Sahar Siami
Keyword(s):  
Product Quality ◽  
Sales Promotion ◽  
Price Fairness ◽  
Cross Sectional ◽  
Content Type ◽  
Repurchase Intentions ◽  
Perceived Product Quality ◽  
Cross Sectional Design ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this paper is to examine the impact of sales promotion display on customer intentions to purchase and repurchase, focusing on the moderating roles of perceived product quality and price fairness.Design/methodology/approachThis study employs a descriptive, quantitative, non-experimental research method using a cross-sectional design with a self-administered questionnaire. In total, 415 department store customers responded to the survey through an online research panel provider in Australia.FindingsThe results indicated that sales promotion display significantly affects the purchase and repurchase intentions. The findings also highlight the moderating role of perceived product quality and price fairness on customer shopping intentions. Lastly, it is confirmed that the joint moderating effects of perceived product quality and price fairness in the relationship between sales promotion display, purchase and repurchase intentions are significant.Practical implicationsBased on the study findings, managers could drive customer purchase and repurchase intentions using suitable visual objects in sales promotion and their appropriate in-store placement.Originality/valueThe present study introduced sales promotion display as a new dimension of store physical environment. This is the first study to investigate the relationship between sales promotion display and customer shopping intentions and incorporates customers' cognitive perceptions of price and quality in the conditioned effect of sales promotion display on shopping intentions. Moreover, this study brings up new insight into retailing literature by applying the classical conditioning theory in examining the links between sales promotion display and customer shopping intentions.

The impact of social shopping feature richness on buying intention: a product perspective

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hao Chen ◽  
Haitao Chen ◽  
Xiaoxu Tian
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Content Type ◽  
Social Shopping ◽  
Perceived Price ◽  
Negative Perceptions ◽  
Perceived Product Quality ◽  
Product Sales ◽  
Functionally Diverse ◽  
The Impact

PurposeSocial shopping platforms have flourished by using multiple social shopping features, yet little is known about how the combination of these features affects purchase intention, particularly in terms of the product itself. The purpose of the paper is to draw on the concept of social shopping feature richness, adopting a formative approach on the survey used, and endeavors to reveal the concept's impact on consumers' buying intention from a product perspective.Design/methodology/approachBuilding on mental accounting and signaling theories, a theoretical model is proposed and empirically evaluated with 356 samples collected using a questionnaire survey.FindingsThe results suggest that social shopping feature richness promotes consumers' consumption by providing information signals to satisfy acquisition utility and transaction utility. Specifically, social shopping feature richness enhances perceived product quality, while decreasing negative perceptions regarding price. Moreover, perceived product quality and perceived price significantly influence buying intention through the mechanism of perceived value.Originality/valueThe authors' study highlights the role of the combination of functionally diverse social shopping features on product sales for social shopping platforms.

The impact of customer’s perceived service innovativeness on image congruence, satisfaction and behavioral outcomes

2015 ◽  
Vol 6 (3) ◽  
pp. 288-310 ◽  
Author(s):  
Sreejesh S ◽  
Amarnath Mitra ◽  
Debjani Sahoo
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Behavioral Outcomes ◽  
Empirical Support ◽  
Equation Modeling ◽  
Content Type ◽  
Service Firm ◽  
Image Congruence ◽  
The Impact

Purpose – This paper aims to provide empirical evidence of relationship between perceived service innovativeness, image-congruence, satisfaction and behavioral outcomes at the customer level. It hypothesizes a moderated mediation model, denoting that perceived service innovativeness relates to image-congruity dimensions, which, in turn, will promote satisfaction at cognitive and affective level, thereby creating strong behavioral outcomes. Design/methodology/approach – Data were collected through online surveys. The survey aimed at measuring the hypothesized constructs and other study-relevant information. Hypotheses were tested using the structural equation modeling technique. Findings – This paper validates the role of perceived service innovativeness as a mechanism facilitating development and transfer of customer’s image-congruence toward a service firm. It also finds that the image-congruity dimensions fully mediate the relationship between perceived innovativeness and satisfaction. The resultant customer satisfaction leads to the development of behavioral outcomes. Further, the study finds that perceived innovativeness have varying effects on image-congruence dimensions depending upon customer’s prior experience. Practical implications – The study provides evidence to managers that the customer-centric value creation through image-congruence requires development of positive perceived service innovativeness, which will result in customer satisfaction and their behavioral outcomes. Originality/value – The study is the first attempt to find empirical support for the role of perceived service innovativeness to create customer’s image congruity with a service firm. Further, analyzing how perceived service innovativeness, image-congruence, customer satisfaction and behavioral outcomes are related to each other is also an important contribution.

The effect of user manual quality on customer satisfaction: the mediating effect of perceived product quality

2019 ◽  
Vol 28 (4) ◽  
pp. 475-488 ◽  
Author(s):  
Osman Gök ◽  
Pervin Ersoy ◽  
Gülmüş Börühan
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Essential Element ◽  
Life Cycles ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Survey Method ◽  
High Quality ◽  
Content Type ◽  
Perceived Product Quality

Purpose The purpose of this paper is to investigate the elements of user manual quality and its influences on perceived product quality and customer satisfaction in an integrated model structure. Design/methodology/approach Survey method was used to evaluate user manual quality and its influences on perceived product quality and customer satisfaction. Electrical appliances consumers were chosen in our sample. Factor analysis and structural equation modeling were performed to introduce, test and validate the user manual quality dimensions and also test the hypotheses. Findings The findings show a positive significant relation between user manual quality and perceived product quality, and this result demonstrates that consumers perceive user manual quality as a part of their quality evaluation related to the product. The results point out that user manual quality is essential for both low- and high-value products regarding customer satisfaction. The findings also reveal that perceived product quality mediates the influence of user manual quality on customer satisfaction. Practical implications This study reveals that providing a high-quality user manual should be an essential element of product management and development strategies. The findings also highlight the need for companies that particularly sell complex products with long product life cycles must invest in providing high-quality user manuals. This will enhance perceived product quality and in turn customer satisfaction. Originality/value Although some prior studies address user manuals in the relevant literature, these studies did not examine the elements of user manual quality and their impact on consumers’ perceptions of the product quality and their satisfaction evaluations in a research model. This paper attempts to fill this gap in the literature. In addition, the authors found two major dimensions of user manual quality as content-related elements and representational/format-related elements of the user manual.

scholarly journals The Influence of Xenocentrism on Purchase Intentions of the Consumer: The Mediating Role of Product Attitudes

2020 ◽  
Vol 12 (4) ◽  
pp. 1647 ◽  
Author(s):  
Luis J. Camacho ◽  
Cristian Salazar-Concha ◽  
Patricio Ramírez-Correa
Keyword(s):  
Consumer Behavior ◽  
Product Quality ◽  
Latin American ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Product Attitudes ◽  
Sustainable Marketing ◽  
Perceived Product Quality ◽  
Positive Direct

Globally, xenocentrism has emerged as a significant concept to understand consumer behavior regarding local and foreign products. In this context and based on a sample of Colombian customers, this investigation aims to analyze both the direct and indirect effects of xenocentrism on the consumer purchase intentions of imported products through product attitudes and perceived product quality. Xenocentrism was measured using the XSCALE, and the research model was analyzed with partial least squares structural equation modeling. The result indicates that xenocentrism has a positive direct effect on purchase intentions, perceived product quality, and product attitudes. The analysis also shows that product attitudes will partially mediate the effect between xenocentrism and purchase intentions. In light of these findings, xenocentrism in Latin America arises as a solid construction to explain consumer behavior, mainly when individuals’ beliefs generate a positive appreciation of the purchase of imported products that compete in local markets. Moreover, these results permit designing sustainable marketing strategies that are more suited to the xenocentrism of Latin American consumers.

The effect of quality and leverage on the image transfer model: the moderating role of involvement

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Manuel Alonso Dos Santos ◽  
Ferran Calabuig Moreno ◽  
Vicente Prado Gascó ◽  
Jonathan Cuevas Lizama
Keyword(s):  
Product Quality ◽  
Structural Equation ◽  
Online Survey ◽  
Self Report ◽  
Equation Modeling ◽  
Transfer Model ◽  
Image Transfer ◽  
Content Type ◽  
Multigroup Analysis ◽  
Perceived Product Quality

PurposeThe aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.Design/methodology/approachA self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.FindingsAttitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.Research limitations/implicationsSponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.Originality/valueThis article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.

The impact of quality management systems on the performance of manufacturing firms

2015 ◽  
Vol 32 (4) ◽  
pp. 381-399 ◽  
Author(s):  
Dimitrios P. Kafetzopoulos ◽  
Evangelos L. Psomas ◽  
Katerina D. Gotzamani
Keyword(s):  
Factor Analysis ◽  
Product Quality ◽  
Business Performance ◽  
Business Environment ◽  
Manufacturing Firms ◽  
Iso 9001 ◽  
Operational Performance ◽  
Equation Modeling ◽  
Content Type ◽  
The Impact

Purpose – The purpose of this paper is to provide additional evidence of the impact of ISO 9001 effectiveness on three dimensions of a firm’s performance, namely product quality, operational performance and business performance. Design/methodology/approach – The analysis includes an initial exploratory factor analysis (EFA), followed by confirmatory factor analysis (CFA) and structural equation modeling (SEM), in order to investigate the relations between the constructs of the proposed model. A sample of 287 ISO 9001 certified Greek manufacturing firms is used for this purpose. Findings – According to the study findings, ISO 9001 effectiveness directly contributes to product quality and operational performance. Although it has no direct impact on manufacturing firms’ business performance, it has an indirect impact through the moderator of operational performance. Research limitations/implications – The sample of the responding manufacturing companies is limited to small- and medium-sized enterprises (SMEs) from one country (Greece). In addition, the effects of the internal business environment and endogenous business factors have not been assessed through the present study. Practical implications – The study offers clear implications for managers who focus on elements that will increase the ISO 9001 effectiveness and desire to choose strategies, allocate resources and improve their firm’s performance. Originality/value – The present study contributes to the literature gap aiming at examining the degree to which ISO 9001 effectiveness influences the performance of certified firms. The concept of “ISO 9001 effectiveness” is introduced as the extent to which its prescribed quality objectives are met.

A cross-cultural analysis of perceived product quality, perceived risk and purchase intention in e-commerce platforms

2019 ◽  
Vol 33 (1) ◽  
pp. 139-160 ◽  
Author(s):  
Elena Rosillo-Díaz ◽  
Francisco Javier Blanco-Encomienda ◽  
Esmeralda Crespo-Almendros
Keyword(s):  
Product Quality ◽  
Cultural Differences ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Cultural Analysis ◽  
Cultural Dimensions ◽  
Content Type ◽  
Perceived Product Quality ◽  
The Individual ◽  
The Impact

Purpose While there have always been cultural differences between countries and between individuals, the virtualisation of markets is rendering the impact of these differences even more salient. There is clear evidence that cultural dimensions are relevant in the adoption and use of e-commerce. The purpose of this paper is to analyse the significant effects of individual cultural dimensions on perceived product quality, perceived risk and purchase intention in e-commerce platforms. Design/methodology/approach A questionnaire was developed to serve as a tool of measurement. A confirmatory factor analysis was conducted to examine whether all the indicators for the constructs are reliable. A multiple regression analysis was carried out to test the hypotheses. Findings The results reveal that, in the case of e-commerce platforms, the cultural dimensions uncertainty-avoidance and collectivism exert a significant influence on perceived product quality, perceived risk and purchase intention. Research limitations/implications The present study is based on real well-known e-commerce platforms which could have influenced the responses of the sample due to potential past experiences of use. An experimental design based on fictitious platforms could offer more objective findings. Practical implications This research contributes to the understanding of e-commerce and the behaviour of consumers during online purchasing, taking into account the cultural differences that may exist between them. Originality/value The literature on individual cultural dimensions – that is, non-national cases – and the variables analysed in the present study suffers from great limitations. This study complements a growing interest in analysing the individual cultural dimensions and their effects on the sphere of e-commerce, specifically on perceived product quality, purchase intention and perceived risk during browsing, measured in terms of the six types of risk prevalent in e-commerce platforms.

“Game on!” Pushing consumer buttons to change sustainable behavior: a gamification field study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rory Francis Mulcahy ◽  
Ryan McAndrew ◽  
Rebekah Russell-Bennett ◽  
Dawn Iacobucci
Keyword(s):  
Consumer Behavior ◽  
Field Study ◽  
Game Design ◽  
Large Field ◽  
Equation Modeling ◽  
Content Type ◽  
Design Elements ◽  
Sustainable Behavior ◽  
The Impact ◽  
Practical Implications

Purpose Marketers have begun to investigate the potential of gamification for influencing consumer behavior by using game design elements in realms varying from branding, retail, sales and health services. Marketers have also begun to explore consumer behavior in sustainability. This paper aims to provide contributions to build on both literatures. Design/methodology/approach This research tests gamification principles in a large field study on real consumers that includes data from pre-post surveys, gamified app analytics and household energy meters. The data are analyzed using ANOVA’s and structural equation modeling. Findings The findings demonstrate: gamification significantly enhanced consumers’ knowledge, attitudes, behavioral intentions and realized bill savings compared to a control group; reward-based game design elements including points, badges and other rewards contribute to enhancing sustainable behavior outcomes. Research limitations/implications Future research in settings outside of sustainability may extend upon the findings of the current research to further understanding the impact of reward-based game design elements in marketing. Practical implications The findings have important practical implications for how organizations might use serious games to promote sustainable and other desirable behavior. In particular, how reward-based game design elements, points, trophies and badges, can be used to create a chain of relationships that leads to reduced electricity consumption. Originality/value This paper fulfills the need to understand if the impact of gamification extends outside of controlled environments and into the field. Further, it demonstrates how reward-based game design elements contribute to consumers changing their behavior, a relationship that is not yet thoroughly understood in the marketing literature.

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