The moderating role of brand reputation and moral obligation

2014 ◽  
Vol 33 (4) ◽  
pp. 282-298 ◽  
Author(s):  
Hyejin Bang ◽  
Michael A. Odio ◽  
Thomas Reio
Keyword(s):  
Moral Obligation ◽  
Behavioral Control ◽  
Subjective Norm ◽  
Perceived Behavioral Control ◽  
Sporting Events ◽  
Content Type ◽  
Men's Basketball ◽  
Sporting Event ◽  
Brand Reputation

Purpose – The purpose of this paper is twofold: first, to examine the influences of theory of planned behavior (TPB) constructs (i.e. attitude, subjective norm, and perceived behavioral control (PBC)) on individuals’ volunteer intention for future sporting events, and second, to investigate the moderating effects of brand reputation and moral obligation in the relationships between TPB constructs and volunteer intention. Design/methodology/approach – The sample consisted of 107 volunteers at the 2009 NCAA Men's Basketball Tournament. Moderated hierarchical multiple regression analysis was used to test the hypothesized relationships of the model. Findings – Subjective norm and PBC were significantly associated with volunteer intention. Brand reputation was found to be a moderator in the relationships between attitude and volunteer intention and between subjective norm and volunteer intention, and moral obligation moderated the relationship between PBC and volunteer intention. Practical implications – Sporting events/volunteer managers must understand individuals’ decision-making process with respect to volunteering at sporting events and important insights into new strategies to increase volunteer recruitment, retention, and reliability. Social implications – Because sporting event managers face considerable obstacles in recruiting and retaining a volunteer workforce, an enhanced understanding of volunteering may highlight new ways to remove obstacles to being a volunteer to the benefit of individuals and society. Originality/value – This paper emphasizes the importance of brand reputation and moral obligation as moderators of the effects of the TPB constructs on volunteer intention in the context of sporting events.

How entrepreneurial learning impacts one’s intention towards entrepreneurship

2019 ◽  
Vol 13 (1) ◽  
pp. 146-170 ◽  
Author(s):  
Feng Zhang ◽  
Liqun Wei ◽  
Hongyi Sun ◽  
Lo Choi Tung
Keyword(s):  
Behavioral Control ◽  
Entrepreneurship Education ◽  
Entrepreneurial Intention ◽  
Subjective Norm ◽  
Mediating Effect ◽  
Perceived Behavioral Control ◽  
Entrepreneurial Learning ◽  
Content Type ◽  
Effect Model

Purpose Although entrepreneurial learning is widely believed as an important factor in shaping one’s entrepreneurial intention, research finds little consistent results on the direct effect of entrepreneurial learning on one’s entrepreneurial intention. To solve the conflicted effects of entrepreneurial learning, the purpose of this paper is to explore how entrepreneurial learning may impact individual entrepreneurial intention. Design/methodology/approach Drawing on the theory of planned behavior (TPB), the authors proposed and tested on a three mediating effect model, in which entrepreneurial learning is associated with entrepreneurial intention through attitude, subjective norm and perceived behavioral control toward entrepreneurship. Moreover, the moderating role of prior exposure to entrepreneurship was proposed and tested. Based on a sample of 200 university students who have taken entrepreneurial courses in Hong Kong, the hierarchical regressions and moderated mediation tests were used to test the hypotheses. Findings The authors find that the positive relationship between entrepreneurial learning and entrepreneurial intention is significantly mediated by attitude, subjective norm and perceived behavioral control toward entrepreneurship; and the mediating effects of entrepreneurial learning on entrepreneurial intention via attitudes and perceived behavioral control respectively, is moderated by exposure to entrepreneurship. Originality/value Contributing to the literature of entrepreneurship education, this study identifies individuals who exposed to the same entrepreneurship education may perform differently in entrepreneurial learning. The findings also help us to better understand the mechanism through which and under which context one’s entrepreneurial learning may enhance his/her entrepreneurial intention.

A cross-cultural study of purchase intention of sponsored products based on American and Korean spectators of the 2010 FIFA World Cup South Africa

2014 ◽  
Vol 4 (2) ◽  
pp. 158-177 ◽  
Author(s):  
Kevin K. Byon ◽  
Soonhwan Lee ◽  
Thomas A. Baker
Keyword(s):  
Purchase Intention ◽  
Behavioral Control ◽  
Group Analysis ◽  
Subjective Norm ◽  
Cross Cultural ◽  
Perceived Behavioral Control ◽  
World Cup ◽  
Global Marketing ◽  
Fifa World Cup ◽  
Content Type

Purpose – The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward sponsoring products of the 2010 FIFA World Cup. The structural equation modeling (SEM) revealed that subjective norm and perceived behavioral control were predictors of purchase intention. Further, multiple group analysis revealed that the path coefficient between subjective norm and purchase intention for the two groups was significantly different. Design/methodology/approach – A self-administered questionnaire was developed to measure the four constructs of the theory of planned behavior (TBP) as well as demographic information. Upon completion of the psychometric properties test of the TPB, a SEM was conducted to examine the proposed hypotheses. The same fit indices as with the measurement model were adopted to evaluate the model fit. Finally, a multi-group analysis was conducted to examine if the proposed relationships are different based on nationality (American vs Korean samples). A comparison of χ2 value between unconstrained and constrained models was employed to assess whether the two groups are statistically different. Findings – SEM revealed that subjective norm and perceived behavioral control were predictors of purchase intention. In this study, a multi-group analysis was conducted to examine if the proposed relationships in our model are different based on nationality. As a result, we found that two groups (i.e. American vs Korean) exhibited notable differences in subjective norms in determining purchase intentions of the 2010 FIFA World Cup sponsored products. Originality/value – Sponsors for mega sporting events, like the FIFA World Cup, must develop global marketing plans that appeal to worldwide audiences. Sport marketers, therefore, need cross-cultural marketing analysis on equivalence and bias so that they better understand how spectators from different cultures behave after consuming the same event. Thus, application of the TPB in cross-cultural studies aimed at understanding consumer intention after spectating the FIFA World Cup would provide marketers with valuable information for the formation of global marketing strategies.

Young consumers' purchase intention toward organic food: exploring the role of mindfulness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alok Tewari ◽  
Smriti Srivastava ◽  
Divya Gangwar ◽  
Vimal Chandra Verma
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Behavioral Control ◽  
Organic Food ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Young Consumers ◽  
The Government

PurposeThe role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.Design/methodology/approachA total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.FindingsMindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.Originality/valueThis research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India

scholarly journals Behavioral barriers of tuberculosis notification in private health sector: policy implication and practice

2020 ◽  
Vol 25 (4) ◽  
pp. 307-318
Author(s):  
Ayat Ahmadi ◽  
Leila Doshmangir ◽  
Vladimir Sergeevich Gordeev ◽  
Bahareh Yazdizadeh ◽  
Reza Majdzadeh
Keyword(s):  
Private Sector ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Behavioral Control ◽  
Health Sector ◽  
Perceived Behavioral Control ◽  
Cross Sectional ◽  
Content Type ◽  
Behavioral Determinants

PurposeUnderreporting of new tuberculosis (TB) cases is one of the main problems in TB control, particularly in countries with high incidence and dominating role of a private sector in TB cases diagnosing. The purpose of this paper was to explore behavioral determinants of underreporting of new TB cases among private sector physicians in Iran.Design/methodology/approachThe authors conducted a population-based, cross-sectional study of physicians working in private clinics. The data collection tool was designed using the theory of planned behavior (TPB). The authors used structural equation models with maximum likelihood estimation to examine attitude toward the notification behavior.FindingsOf 519 physicians, 433 physicians completed the questionnaire. Attitude toward notification had the highest score (mean score = 87.65; sd = 6.79; range: 0–100). The effect of perceived behavioral controls on the notification behavior ((β^) = 0.13; CI: 0.01–0.25) was stronger than the total effect of attitude ((β^) = 0.06; CI: 0.00–0.12) and subjective norms ((β^) = 0.01; CI: −0.00–0.03) on the behavior. However, the attitude was the main predictor of intention and justified 46% of the intention variance. Intention had a significant effect on the behavior ((ß^) = 0.09; CI: 0.1–0.16).Practical implicationsConsidering stronger effect of perceived behavioral control on the behavior, interventions aiming at facilitating notification process would be more effective than those aiming at changing the attitude or enhancing intention among physicians.Originality/valueTo the best of our knowledge, no other study previously explored determinants of underreporting from the behavioral and cognitive perspective. Specifically, the authors explored the role of the TPB constructs in predicting intention to notify new TB cases.

Patient loyalty model

2015 ◽  
Vol 28 (3) ◽  
pp. 245-258 ◽  
Author(s):  
Sik Sumaedi ◽  
I Gede Mahatma Yuda Bakti ◽  
Tri Rakhmawati ◽  
Nidya Judhi Astrini ◽  
Medi Yarmen ◽  
...  
Keyword(s):  
Health Care ◽  
Behavioral Control ◽  
Care Service ◽  
Health Care Service ◽  
Subjective Norm ◽  
The Other ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Patient Loyalty ◽  
Service Institution

Purpose – This study aims to investigate the simultaneous effect of subjective norm, perceived behavioral control and trust on patient loyalty. Design/methodology/approach – The empirical data were collected through survey. The respondents of the survey are 157 patients of a health-care service institution in Bogor, Indonesia. Multiple regressions analysis was performed to test the conceptual model and the proposed hypotheses. Findings – The findings showed that subjective norm and trust influence patient loyalty positively. However, this research also found that perceived behavioral control does not influence patient loyalty significantly. Research limitations/implications – The survey was only conducted at one health-care service institution in Bogor, Indonesia. In addition, convenience sampling method was used. These conditions may cause that the research results can not be generalized to the other contexts. Therefore, replication research is needed to test the stability of the findings in the other contexts. Practical implications – Health-care service institutions need to pay attention to trust and subjective norm to establish patient loyalty. Originality/value – This study is believed to be the first to develop and test patient loyalty model that includes subjective norm, perceived behavioral control and trust.

Hello Kitty livery is just a glimpse of Hello Kitty experiential package

2015 ◽  
Vol 25 (1) ◽  
pp. 75-94 ◽  
Author(s):  
Stephen W. Wang ◽  
Waros Ngamsiriudom
Keyword(s):  
Purchase Intention ◽  
Potential Role ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Perceived Behavioral Control ◽  
Experiential Marketing ◽  
Related Services ◽  
Content Type ◽  
Consumer Purchase Intention

Purpose – Celebrity-themed aircraft campaigns have become a popular tactic that airlines adopt as part of their experiential marketing efforts. The campaign aims at differentiating their airline from competitors through delivering and/or reforming consumers’ flying experience. The paper aims to discuss this issue. Design/methodology/approach – Based on data collected from Taiwan, this study investigated the influence of four antecedents – attitude toward celebrity-themed aircrafts, subjective norms, perceived behavioral control and celebrity worship − on purchase intention. Findings – The results revealed significant positive relationships between all four antecedents and purchase intention. Furthermore, celebrity worship changed the relationships between attitude, subjective norms, as well as perceived behavioral control and intentions. Originality/value – This study investigates the potential role of marketing program of airlines with a fictional celebrity-themed aircraft that offer immersive flying experience to consumers. The experience starts on the outside where consumers can see the aircraft painted with celebrity-themed livery, and on the inside where the consumers get to experience many celebrity-related products, services, and spirit. According to the results, airlines can influence consumer purchase intention of the airlines services by offering consumers more celebrity related services, including celebrity-themed aircraft, customized products, and limited-amount souvenirs for their patronage. The results also demonstrate that celebrity worship has a significantly moderating effect on consumers’ perception on purchase intention. The results can vary depending on the intensity of celebrity worship.

scholarly journals Control interactions in the theory of planned behavior: Rethinking the role of subjective norm

2020 ◽  
Vol 16 (3) ◽  
pp. 401-417 ◽  
Author(s):  
Francesco La Barbera ◽  
Icek Ajzen
Keyword(s):  
Energy Consumption ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Behavioral Control ◽  
Subjective Norm ◽  
Subjective Norms ◽  
Household Waste ◽  
Perceived Behavioral Control ◽  
Relative Importance

Research with the theory of planned behavior (TPB) has typically treated attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC) as independent predictors of intention (INT). However, theoretically, PBC moderates the effects of ATT and SN on intention. In three studies dealing with different behaviors (voting, reducing household waste, and energy consumption) we show that greater PBC tends to strengthen the relative importance of ATT in the prediction of intention, whereas it tends to weaken the relative importance of SN. The latter pattern was observed in relation to injunctive as well as descriptive subjective norms, and it may help explain the relatively weak relation between SN and INT frequently observed in TPB studies.

Factors influencing intention to follow the “stay at home” policy during the COVID-19 pandemic

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sik Sumaedi ◽  
I. Gede Mahatma Yuda Bakti ◽  
Tri Rakhmawati ◽  
Tri Widianti ◽  
Nidya J. Astrini ◽  
...  
Keyword(s):  
Online Survey ◽  
Behavioral Control ◽  
Subjective Norm ◽  
Future Research ◽  
Perceived Behavioral Control ◽  
Perceived Susceptibility ◽  
Content Type ◽  
Perceived Severity ◽  
The Government ◽  
At Home

PurposeThis research seeks to simultaneously test the effect of attitude towards the behavior of following the “Stay at Home” policy, subjective norm, perceived behavioral control, perceived susceptibility and perceived severity on people's intention to follow the “Stay at Home” policy during COVID-19 pandemic.Design/methodology/approachThe data were collected through an online survey with 148 respondents in the Greater Area of Jakarta, Indonesia. The data were then analyzed using multiple regressions.FindingsThe findings show that attitude towards the behavior, subjective norm and perceived behavioral control positively and significantly affect intention to follow “Stay at Home” during the COVID-19 pandemic. However, perceived susceptibility and perceived severity of COVID-19 do not significantly influence the intention to follow “Stay at Home” during the COVID-19 pandemic.Research limitations/implicationsThis research was limited to the Greater Area of Jakarta, Indonesia. Furthermore, sampling was done through convenience sampling. Therefore, future research should be conducted in a different context to test the generalization of this research's findings.Practical implicationsTo encourage citizens' adherence to the stay-at-home policy during the COVID-19 pandemic, they must be directed to have positive attitudes toward the policy. Financial and non-financial supports are critical to ensure citizens' ability to sufficiently observe the policy sufficiently. Another important aspect is the influence of leaders and public figures to consistently call for obedience consistently.Originality/valueThis is the first research that studies citizens' behavior related to the “Stay at Home” policy requisitioned by the government to hinder the spread of COVID-19.

Extending the theory of planned behavior to explain the role of awareness in accepting Islamic health insurance (takaful) by microenterprises in northwestern Nigeria

2019 ◽  
Vol 10 (4) ◽  
pp. 607-620
Author(s):  
Mansur Ahmed Kazaure
Keyword(s):  
Health Insurance ◽  
Theory Of Planned Behavior ◽  
Social Influence ◽  
Planned Behavior ◽  
Behavioral Control ◽  
Insurance Coverage ◽  
Alternative Methods ◽  
Perceived Behavioral Control ◽  
Content Type

Purpose Nigeria is a country with very low health insurance coverage, with only 3 per cent of its population in the public and private sector covered by conventional health insurance. This made it possible for the exploration of alternative methods of insurance in Muslim dominated northwestern Nigeria. Thus, this paper aims to extend the theory of planned behavior to understand the role of awareness in the acceptance of Islamic health insurance (takaful) among microenterprises in northwestern Nigeria. Design/methodology/approach The methodology used was a purely quantitative survey with data collected from seven states that form the northwestern Nigeria. Findings The findings revealed that attitude, social influence and perceived behavioral control have a significant direct influence on takaful acceptance intention among microenterprises in northwestern Nigeria, while awareness does not. It was also discovered that awareness of takaful moderates the influences of social influence and perceived behavioral control on takaful acceptance intention, but it failed to moderate the influence of attitude on takaful acceptance intention in the same context. Research limitations/implications The implication is that despite the acceptance intention more awareness is required to enlarge the takaful market in the region. The study contributes to the theories of reasoned action and planned behavior through the integration of awareness as a moderator. Originality/value The work is pioneering, extent literature in the area of takaful failed in investigating the role of awareness as a moderating variables in Nigeria where much awareness of the concept is desirable.

Unethical Behavior—What Influences Salesperson to Do So? The Case of Malaysia

2015 ◽  
Vol 21 (4) ◽  
pp. 918-921
Author(s):  
Ishak Ismail ◽  
Hasnah Haron ◽  
Shaikh Hamzah Abdul Razak ◽  
Nurul Khair Ishak ◽  
Nor Azah Abdul Jalil
Keyword(s):  
Behavioral Intention ◽  
Moral Obligation ◽  
Unethical Behavior ◽  
Behavioral Control ◽  
Negative Relationship ◽  
Subjective Norm ◽  
Peninsular Malaysia ◽  
Perceived Behavioral Control ◽  
Insurance Agents ◽  
Questionnaire Method

This paper contributes to existing research on ethical behavior by identifying the factors that leads to the intention to commit the unethical behavior. The study used a questionnaire method that was sent to 1,200 insurance agents across peninsular Malaysia, 300 copies were returned of which only 246 were useful. Results of the study exhibited that there is a significant relationship between attitudes, perceived behavioral control, and subjective norm among insurance agents on the intention to commit unethical behavior. Attitude and moral obligation provide a positive relationship, while perceived behavioral control and norm provide a negative relationship. It also reflected that agents committing the unethical behavior are being influence by attitudes, moral obligation then perceived behavioral control and subjective norm. The study also reflected that ethics among insurance agents in Malaysia are low due to the fact that there is no documented evidence of any form of severe punishment meted out for unethical behavioral intention. While the results in this study are by no means conclusive, it is felt that this study has contributed to the research done in identifying unethical behavioral intention of insurance agents in Malaysia.

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