The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

2017 ◽  
Vol 21 (4) ◽  
pp. 367-374 ◽  
Author(s):  
Tijo Thomas ◽  
Johney Johnson
Keyword(s):  
Path Analysis ◽  
Significant Influence ◽  
Purchase Intention ◽  
Sampling Method ◽  
Advertising Effectiveness ◽  
Effectiveness Research ◽  
Mediating Role ◽  
Area Sampling ◽  
The Impact

The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of the advertisement. This study evaluates the effect of celebrity expertise on advertising effectiveness. Research participants ( N = 109) were selected based on area sampling method. The respondents completed a questionnaire that measured the respondent’s perception of celebrity’s expertise, celebrity brand fit, attitude towards advertisement, attitude towards brand and purchase intention. Path analysis was used to evaluate the hypothesis. The study found that celebrity expertise has got a very significant influence on purchase intention indicating that the practitioner should focus on celebrity’s field of expertise before deciding on the endorsement. The study also found that influence of celebrity brand fit on purchase intention is mediated by the attitude towards advertisement and attitude towards the brand.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

scholarly journals Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

2020 ◽  
Vol 6 (1) ◽  
pp. 23-42
Author(s):  
Hayat M. Awan ◽  
Zara Hayat ◽  
Sahar Hayat ◽  
Rafia Faiz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Associations ◽  
Mediating Role ◽  
The Status ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

A Proposed Model to Investigate the Impact of Moral Intelligence and Early Maladaptive Schemas on Emotional Divorce Regarding the Mediating Role of Marital Burnout in Women Referring to Psychological Centers, Ahvaz, Iran

2020 ◽  
Keyword(s):  
Path Analysis ◽  
Pearson Correlation ◽  
Early Maladaptive Schemas ◽  
Maladaptive Schemas ◽  
Statistical Population ◽  
Mediating Role ◽  
Proposed Model ◽  
Moral Intelligence ◽  
The Impact

Introduction and Objectives: Appropriate relationships in society are shaped based on healthy and intimate rapports in families. Divorce is regarded as one of the most important sources of damage to families and marriages. This study aimed to design and test a model to investigate the effect of moral intelligence and early maladaptive schemas on emotional divorce considering the mediating role of marital burnout in women referring to psychological centers in Ahvaz, Iran. Materials and Methods: The statistical population of this descriptive-correlational study included all the women referring to psychological centers in Ahvaz, Iran, during 2019. In total, 264 individuals were selected using the convenience sampling method. The data were collected using an emotional divorce questionnaire, moral intelligence scale, early maladaptive schemas, and marital burnout questionnaire. Furthermore, the proposed model was evaluated using a path analysis method. A bootstrap test was utilized to test the indirect relationships. Pearson correlation coefficient and path analysis through AMOS software were employed to examine the relationships among the variables. Results: The results of this study showed the significance of all direct paths of the early maladaptive schemas with emotional divorce. Indirect pathways were also significant through marital burnout with emotional divorce (P<0.001). Conclusion: The proposed model indicated an acceptable fit level and was regarded as an important step in recognizing the effective factors in the emotional divorce of women. Moreover, it can be useful as a model to develop stress management programs and control increased emotional divorce among women.

scholarly journals The Effect of Country‐of‐Origin Image on Purchase Intention. The Mediating Role of Perceived Quality and Perceived Price

2020 ◽  
Vol 5 (6) ◽  
Author(s):  
Amina Merabet
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Mediating Role ◽  
Perceived Price ◽  
Country Of Origin Image ◽  
The Impact ◽  
The Relationship

This study aims to evaluate the impact of Country-of-origin image on purchase intention through two mediating variables (perceived quality and perceived price). After a short literature review, an empirical study was conducted among 120 participants. Results indicate that the country-of-origin Image has a positive impact on perceived quality and perceived price. They also highlight the mediating role of perceived price in the relationship between Country‐of‐origin image and purchase intention.

How do interpersonal interaction factors affect buyers' purchase intention in live stream shopping? The mediating effects of swift guanxi

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hongquan Chen ◽  
Shuhua Zhang ◽  
Bingjia Shao ◽  
Wei Gao ◽  
Yujin Xu
Keyword(s):  
Purchase Intention ◽  
Interpersonal Interaction ◽  
Social Commerce ◽  
Perceived Similarity ◽  
Content Type ◽  
Mediating Role ◽  
Interaction Factors ◽  
Perceived Familiarity ◽  
The Impact

PurposeThe purpose of this paper is to investigate the impact of buyer-seller interpersonal interactions on the purchase intention of buyers, incorporating swift guanxi as a mediator.Design/methodology/approachBased on survey data obtained from 336 Taobao Live users, PLS techniques were used to test hypotheses.FindingsSwift guanxi exists in buyer-seller interactions and matters, as it drives buyers' purchase intention in live stream shopping. Perceived expertise, perceived similarity and perceived likeability are found to be the three essential interpersonal interaction factors promoting the formation of swift guanxi. Perceived familiarity is also found to be significant but to a lesser extent. In addition, all these interpersonal interaction factors are found to significantly affect purchase intention through the mediation of swift guanxi.Originality/valueSwift guanxi has been less explored in live stream shopping. This study takes the lead in empirically examining the mediating role of swift guanxi in the relationship between interpersonal interaction factors and purchase intention and offers a description of key buyer-seller interpersonal interaction factors (perceived expertise, perceived similarity and perceived likeability), thereby helping to extend the swift guanxi literature in social commerce.

scholarly journals The influence of compensation and job stress on turnover intention through mediation of job satisfaction

2021 ◽  
Vol 10 (4) ◽  
pp. 117-127
Author(s):  
Sri Ramlah ◽  
Achmad Sudiro ◽  
Himmiyatul Amanah Jiwa Juwita
Keyword(s):  
Job Satisfaction ◽  
Path Analysis ◽  
Hypothesis Testing ◽  
Job Stress ◽  
Turnover Intention ◽  
Sampling Method ◽  
Mediating Role ◽  
Expected Result ◽  
One Year

This study aims to analyze the role of compensation and job stress on turnover intention through job satisfaction as a mediating variable. The population of this study was 106 employees who have worked for more than one year. It uses a saturation sampling method to collect the data. Hypothesis testing used in this research is path analysis. The expected result from this research is an analysis of the influence of compensation and job stress on turnover intention through job satisfaction as a mediating variable. The results of this study indicate that compensation has a negative and significant effect on turnover intention. Meanwhile, job stress is proven to have a positive and significant effect on turnover intention. This study also shows that job satisfaction is able to provide a significant mediating role.

Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness

2014 ◽  
Vol 26 (1) ◽  
pp. 43-63 ◽  
Author(s):  
Seyed Shahin Sharifi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Equation Modeling ◽  
High Involvement ◽  
Content Type ◽  
Mediating Role ◽  
The Impact

Purpose – The purpose of this paper is to study the influence of the trilogy of emotion – cognition, affection, and conation – on future purchase intentions in consumers of products of high involvement. Design/methodology/approach – The author employed two studies on two different products to test the influence of emotion on future purchase intentions in study one and to replicate the results of study one in study two, using structural equation modeling. In study two, brand awareness is regarded as a mediator. Findings – The results indicate that cognition can influence future purchase intentions, and that affection meaningfully influences future purchase intentions. Additionally, the researcher found that the impact of affection on future purchase intention is stronger than that of cognition on future purchase intentions. Moreover, brand awareness meaningfully influenced cognition, affection, and conation directly, and future purchase intentions indirectly. Practical implications – Encouraging conditions in which consumers have good thoughts and feelings about a prior purchase can bolster future purchase intentions, empowering the potent in future purchase for the brand involved. Originality/value – This research validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets. Hence, it adds to the literature of post-purchase important findings.

scholarly journals High-fit charitable initiatives increase hedonic consumption through guilt reduction

2017 ◽  
Vol 51 (11/12) ◽  
pp. 2030-2053 ◽  
Author(s):  
Ilaria Baghi ◽  
Paolo Antonetti
Keyword(s):  
Purchase Intention ◽  
Past Research ◽  
Hedonic Consumption ◽  
Content Type ◽  
Mediating Role ◽  
Consumption Decisions ◽  
Responsible Consumption ◽  
Hedonic Products ◽  
The Impact

Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This paper aims to investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit. Design/methodology/approach The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of combining CRM with hedonic consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level of fit or congruency between the cause and the product. Findings Results suggest that CRM campaigns offer the opportunity to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with these options. Moreover, fit moderates the emotional processes activated by CRM initiatives. When fit is high, CRM reduces guilt and improves consumers’ experiences when purchasing hedonic alternatives. Originality/value The study extends current understanding of how CRM can promote hedonic consumption and contributes further to research on guilt as an emotion able to promote responsible consumption decisions. Moreover, the study introduces and tests the impact of cause-product fit in predicting consumers’ ethical purchase intention. For managers of hedonic brands, the study offers important implications on how to deploy CRM campaigns to foster better customer experiences.

The relationship between celebrities’ credibility and advertising effectiveness

2016 ◽  
Vol 7 (2) ◽  
pp. 148-166 ◽  
Author(s):  
Ilham Hassan Fathelrahman Mansour ◽  
Dalia Mohammed Elzubier Diab
Keyword(s):  
Islamic Law ◽  
Television Advertising ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Consumer Attitude ◽  
Content Type ◽  
Mediating Role ◽  
Buying Behaviour ◽  
The Impact

Purpose The purpose of this study is twofold, first, the study aimed at investigating the impact of celebrities’ credibility on advertising effectiveness by examining the celebrity attributes that are likely to influence consumer attitude towards celebrity-endorsed TV advertising and their purchase behaviour. Second, the study seeks to identify the mediating role of religiosity on consumers’ attitudes towards celebrity-endorsed television advertising and buying behaviour. Design/methodology/approach The study is based on a survey questionnaire in a sample of 370 Sudanese customers on their attitude towards the celebrity endorsement of television advertising. Findings The study found that celebrities’ likeability and their attractiveness have the greatest impact on both consumers Attitude and their purchase behaviour. The study also confirms that religiosity partially mediate both the relationships between celebrities’ credibility and the attitude towards the advertisement and purchase behaviour and revealed that religiosity correlates negatively with celebrities’ credibility and attitude towards advertisement. Research limitations/implications However, the study has some limitations, as it investigates the effectiveness of celebrities’ endorsement in TV commercials only. Future research could be extended to investigate the effectiveness of using celebrities advertising on other different media such as radio, printed and outdoors media. Further, the study uses a scale based on the Islamic practice dimensions, and using a more comprehensive scale to measure religiosity based on both belief and practices may be a further extension. Practical implications These results have important implications for advertising practitioners and business enterprises in Sudan, and other similar communities. They provide guidance in the sense that religiosity should be weighed in and given high importance when using celebrities in advertising campaigns and that the advertisement contents should be compliant with the Islamic law (Shariah). Social implications Understanding how religious beliefs influence the attitude towards the advertising is of great importance to international advertisers to improve advertising effectiveness without offending their Muslim audience. The study enriches the literature on the religiosity and its influence on the consumer behaviour, particularly in the celebrity-endorsed advertisements. Originality/value To the best of the authors knowledge, this study is the first study of its kind in Sudan to explore the impact of celebrities’ endorsement on consumers attitude and buying behaviour and provide empirical evidence to verify the existence of a mediating role of religiosity on both the attitude and purchase behaviour in the Sudanese context. It provides an understanding of Sudanese attitudes and purchase decision, as Muslims, and thus provides practitioners with guidelines on how to design celebrity-endorsed TV advertisements to influence consumers’ attitude and buying behaviour.

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