Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

2019 ◽  
Vol 20 (3) ◽  
pp. 190-207 ◽  
Author(s):  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar ◽  
Rambalak Yadav
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Control Group ◽  
Brand Attitudes ◽  
Content Type ◽  
Advertising Appeals ◽  
Product Categories ◽  
Brand Advertising ◽  
Young Consumers

Purpose This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers. Design/methodology/approach On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated. Findings The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories. Originality/value The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

scholarly journals Local, global and glocal consumer brand relationships

2019 ◽  
Vol 23 (3) ◽  
pp. 775-798 ◽  
Author(s):  
Miguel Ángel Lopez-Lomelí ◽  
Joan Llonch-Andreu ◽  
Josep Rialp-Criado
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Marketing Strategies ◽  
Brand Attitudes ◽  
Content Type ◽  
Global Brands ◽  
Brand Quality ◽  
Global Brand ◽  
The Relationship

Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads

2015 ◽  
Vol 25 (3) ◽  
pp. 378-398 ◽  
Author(s):  
Anca C. Micu ◽  
Iryna Pentina
Keyword(s):  
Online Advertising ◽  
Brand Attitude ◽  
News Article ◽  
Brand Attitudes ◽  
Experience Goods ◽  
Economics Of Information ◽  
Content Type ◽  
Treatment Groups ◽  
Display Advertising ◽  
Product Categories

Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach – Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories. Findings – Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements. Research limitations/implications – Findings limited to the four product categories and student participants. Practical implications – When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising. Originality/value – First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.

scholarly journals Exploring young consumers’ trust and purchase intention of organic cotton apparel

2018 ◽  
Vol 35 (5) ◽  
pp. 522-532 ◽  
Author(s):  
Xiao Tong ◽  
Jin Su
Keyword(s):  
Purchase Intention ◽  
Negative Impact ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Consumer Trust ◽  
Product Price ◽  
Content Type ◽  
Young Consumers ◽  
Organic Label ◽  
Corporate Social

Purpose The purpose of this study is to examine the effects of corporate social responsibility (CSR) reputation, product price and organic label on consumers’ perceptions of quality, trust and purchase intentions of organic apparel products by surveying American young consumers. Design/methodology/approach An intercept survey approach was used to administer a written questionnaire to a sample of college students. The experiment is a 2 (CSR reputation: poor vs good) × 2 (price: low vs high) × 2 (organic label: absent vs present) factorial design. Findings The results of our study suggest that retailers’ CSR reputation had a significant positive effect on perceived quality, consumer trust and purchase intentions, and price had a negative impact on consumers’ purchase intentions. Results also revealed a significant three-way interaction among the three independent variables on perceived quality and consumer trust. Originality/value This research is the first empirical effort to investigate the key factors that may influence young consumers’ perceptions of quality, trust and purchase intentions of organic products by considering joint use of CSR reputation, product price and an organic label, which represents a realistic buying condition. Consequently, the findings of this study represent an important step forward in better understanding consumers’ buying behavior toward green products.

Sport event-sponsor fit and its effects on sponsor purchase intentions: a non-consumer perspective among athletes, volunteers and spectators

2016 ◽  
Vol 31 (2) ◽  
pp. 247-259 ◽  
Author(s):  
Dimitra Papadimitriou ◽  
Kyriaki Kiki Kaplanidou ◽  
Nikolaos Papacharalampous
Keyword(s):  
Purchase Intention ◽  
Research Problem ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Sport Event ◽  
Content Type ◽  
Brand Quality ◽  
Consumer Perspective ◽  
Intention Formation ◽  
The Impact

Purpose – The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions of the event sponsor brand. Design/methodology/approach – The research problem was based on propositions by Novais and Arcodia (2013) and proposes relationships between sponsor–event fit, brand attitude, perceived brand quality and sponsor brand purchase intentions. Data were collected from 352 Greek sport event consumers from the 2013 Classic Marathon event, in Athens, Greece, using onsite surveys targeting non-sponsor brand consumer spectators, volunteers and athletes. Findings – The results reveal that sponsor–event fit indirectly influenced sponsor brand purchase intentions via brand attitude and brand quality across all three groups. However, the fit did not directly influence perceived brand quality of the sponsor across all three groups and directly influenced purchase intentions of the athlete group. Research limitations/implications – Because of the duration of the event (one day), the sample sizes were not very large. In addition, the study was delimited on one sponsor from a single sport event. Therefore, the findings need to be tested with larger samples and additional sponsors and events to arrive to more robust conclusion about the purchase intention formation and its antecedents across multiple sport event consumer groups. Originality/value – This study explores the power of sponsor–event fit among non-consumers of the sponsor brand and how the “interface” of event consumption through the lenses of three groups, namely, volunteer, spectator and athlete, influences brand attitude, perceived brand quality and sponsor brand purchase intentions.

scholarly journals The Effect on the Information Quality of Mobile Advertising on Brand Attitudes and Purchase Intention in Instagram

2019 ◽  
Vol 1 (2) ◽  
pp. 22-31
Author(s):  
Egan Evanzha Yudha Amriel
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Purchase Intention ◽  
Information Quality ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Third Party ◽  
Brand Attitudes ◽  
Mobile Advertising

In this study, social media Instagram is an application to share the photos and video that is currently widely used for culinary business purposes accessible in the mobile channel. This study aims to determine the effect on the information quality of mobile advertising on brand attitudes and purchase intention. Media research used a third party, namely the culinary @wenaktok in displaying advertisinginformation of a food product because the third party has a better effect in advertising rather than a corporate account. The approach used in this study is the quantitative approach. Type sampling technique of non-probability sampling in this study was convenience sampling.Respondents in this study were 152 respondents who are users of Instagram. Analysis technique used in this study isPartial Least Squares (PLS). This study has shown that the information quality of mobile advertisinghas a significant influence on ads attitudes, brand attitude, and purchase intention. The ads attitude has a significant influence on purchase intentions and brand attitudes. The brand attitude has an influence on consumers' purchasing intentions.The conclusion was that the information quality of mobile advertising in @wenaktok account has a significant influence on the ads attitudes, brand attitudes, and purchase intentions of consumers in food products advertised on social media Instagram through culinary account. So that @wenaktok culinary accounts has information quality mobile advertising that is good to used to advertise in Instagram.

More fluency of the mental imagery, more effective?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Li-Keng Cheng ◽  
Chung-Lin Toung
Keyword(s):  
Mental Imagery ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Fear Appeals ◽  
Fear Appeal ◽  
Content Type ◽  
Advertising Appeals ◽  
Two Factors ◽  
Advertising Content ◽  
Future Consequences

Purpose Fear appeals in advertising communication are considered by advertisers when other types of advertising appeals do not achieve expected effects. Fear appeals, by arousing the fear that something may threaten consumers’ present lives, are often adopted to persuade individuals to take a particular action. Although this topic has been widely studied, the internal operation mechanism of fear appeals in consumers has not been fully understood or agreed upon. Design/methodology/approach Three experiments were conducted where the type of fear appeal was manipulated (i.e. physical fear appeal or social ear appeal), as well as consumers’ consideration of future consequences (CFC) and mental imagery approaches. Findings This study examined the effects of fear appeal on mental imagery fluency and how it affects advertising effectiveness and the moderating effect of consumers’ CFC were discussed. When receiving advertisements with physical fear appeals, consumers with low CFC had greater mental imagery fluency than did those with high CFC. Furthermore, consumers’ purchase intentions could be improved by increasing consumers’ mental imagery fluency on fear appeal. Therefore, the interaction between fear appeal and CFC on purchase intention was mediated by mental imagery fluency. This study found that consumers responded differently to fear appeal advertising when they engaged in different mental imagery approaches. Originality/value The present study adds to social marketing literature by showing how consumers’ mental imagery fluency influence the fear appeal effectiveness, and this study’s results also enable social marketers to understand the two factors (i.e. consumers’ CFC level and mental imagery approaches) that affect the influence of fear appeals on consumers’ purchase intentions. Moreover, social marketers are recommended to provide consumers with advertising information by using various message types to facilitate consumers’ imagination of advertising appeals. This heightens the importance of consumers’ acceptance and absorption of advertising content, in turn, strengthening their purchase intentions.

Beyond gaming

2019 ◽  
Vol 32 (6) ◽  
pp. 1397-1422
Author(s):  
Robert Hooker ◽  
Molly Wasko ◽  
David Paradice ◽  
Robin Teigland ◽  
Charles Hofacker
Keyword(s):  
Purchase Intention ◽  
Three Dimensional ◽  
Strong Support ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Brand Attitudes ◽  
Content Type ◽  
Computer Mediated ◽  
Sense Of Time ◽  
Unidimensional Construct

Purpose The purpose of this paper is to test flow as a construct distinctly separate from its antecedents, and the resulting impact on brand attitudes and purchase intent within realistic online shopping three-dimensional virtual environments (3-DVEs). Design/methodology/approach This research utilizes a field study, combined with a survey research design of 348 3-DVE participants. Findings The findings reveal that flow is not a unidimensional construct but rather, a mental state that should be measured separately from its antecedents, with the possibility that certain antecedents may be more relevant than others in different activities. Furthermore, the authors received strong support for the overarching hypothesized model separating the nine dimensions associated with engagement in an activity as antecedents of flow, which, in turn, influences brand attitude and thereafter purchase intention. Research limitations/implications This study was limited to one type of activity within one 3-DVE but is balanced by the difficulty in gaining access to organizations and computer-mediated environments of this type for examining such phenomena. Practical implications Businesses using 3-DVEs to market brands should focus their efforts on creating highly enjoyable experiences that result in the feeling of a loss of sense of time for the participants in order to ultimately positively influence purchase intentions. Originality/value Prior research focused on fantasy-based, game-oriented environments, while also neglecting to test all elements of flow, examining “similar to flow” constructs or measuring flow as a unidimensional construct.

Effectiveness of In-Game Advertisements in Sport Video Games: An Experimental Inquiry on Current Gamers

2008 ◽  
Vol 1 (2) ◽  
pp. 195-218 ◽  
Author(s):  
Beth A. Cianfrone ◽  
Galen T. Trail ◽  
James J. Zhang ◽  
Richard J. Lutz
Keyword(s):  
Experimental Study ◽  
Video Games ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Brand Awareness ◽  
Control Group ◽  
Sport Media ◽  
Sport Video ◽  
Experimental Group

Sport video games (SVGs) are a popular form of sport media and sponsorship, and advertising in SVGs is increasingly common. This study assessed the effectiveness of SVG in-game advertisements in 3 consumption domains: cognitive, affective, and conative. An experimental study was designed with 89 gamers randomly assigned to 1 of 2 conditions: (a) experimental, playing an SVG with advertisements, or (b) control, playing an SVG without advertisements. Consumption background and identification level were incorporated as covariates to ensure group equivalence. Participants responded to a questionnaire measuring brand awareness, brand attitude, and purchase intentions. MANCOVA revealed that after controlling for the effect of covariate variables, the experimental group had a significantly (p < .05) greater mean brand-awareness score than the control group. Mean brand-attitude and purchase-intention scores were not significantly (p > .05) different between groups. The findings indicated that SVG in-game advertising was effective in creating awareness.

scholarly journals Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

2019 ◽  
Vol 28 (4) ◽  
pp. 502-514
Author(s):  
Sara Catalán ◽  
Eva Martínez ◽  
Elaine Wallace
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Research Model ◽  
Content Type ◽  
Brand Familiarity ◽  
Dependent Variables ◽  
Flow Game

Purpose This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming. Design/methodology/approach Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model. Findings The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions. Research limitations/implications The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most. Originality/value This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.

scholarly journals Pengaruh Social Media, Electronic Word of Mouth, Brand Attitude terhadap Purchase Intention Konsumen pada Situs Online Shopee Id

2021 ◽  
Vol 5 (5) ◽  
pp. 506
Author(s):  
Vivian Angelica
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Electronic Word Of Mouth ◽  
Brand Attitudes ◽  
The One ◽  
Attitude Variable ◽  
Program Version

This study aims to determine the effect of social media, electronic word of mouth and brand attitude of purchase intention on consumers on the site online shopee id. This research was conducted on consumers on the site online shopee id. The analysis method uses multiple linear analysis methods where the data can be obtained by distributing questionnaires with 200 respondents. This type of research is quantitative and uses the SPSS program version 25. The results of the hypothesis show that there is a significant influence on social media, electronic word of mouth and brand attitudes on purchase intentions on consumers on the site online shopee id. Of the three variables, the one that most influences purchase intention is the brand attitude variable. Penelitian ini bertujuan untuk mengetahui pengaruh social media, electronic word of mouth dan brand attitude terhadap purchase intention pada konsumen di situs online shopee id. Peneitian ini dilakukan kepada konsumen di situs online shopee id. Metode analisis menggunakan metode analisis linier berganda dimana data didapat dengan menyebar kuisoner dengan responden sebanyak 200 orang responden. Jenis penelitian adalah kuantitatif dan menggunakan program SPSS versi 25. Hasil hipotesis penelitian menunjukan bahwa terdapat pengaruh yang signifikan social media, electronic word of mouth dan brand attitude terhadap purchase intention pada konsumen di situs online shopee id. Dari ketiga variabel tersebut, yang paling mempengaruhi purchase intention adalah variabel brand attitude.

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