scholarly journals Linkages Between Advertising Value Perception, Context Awareness Value, Brand Attitude and Purchase Intention of Hygiene Products During COVID-19: A Two Wave Study

2021 ◽  
pp. 097226292110439
Author(s):  
Shikha Karamchandani ◽  
Anushree Karani ◽  
Mitesh Jayswal
Keyword(s):  
Context Awareness ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Snowball Sampling ◽  
Advertising Industry ◽  
Value Perception ◽  
Online Mode ◽  
The Relationship

The novel coronavirus, COVID-19 has affected the advertising industry in India. This study tries to gauge the purchase intention towards hygiene products during the ongoing pandemic with reference to smartphone advertising. The purpose of the study is to explore the features of smartphone advertisements like advertising value perception, context awareness value and brand attitude, pertaining to COVID-19 hygiene-related advertisement narratives. To serve the purpose, two-wave shortitudinal study was conducted at time T1, that is, lockdown period and T2, that is, unlock period in India with the help of non-probability snowball sampling. The total numbers of respondents at T1 were 311, while for T2 the total 160 respondents were contacted through online mode. At T1, the relationship between perceived advertising value and purchase intention was not established, which depicts the pandemic effect. At T2, the relationship between context awareness value, brand attitude and purchase intention was established. Further, at T1, the brand attitude did not show a mediating effect on purchase intention, but at T2, it was found to have a mediation effect on purchase intention. The study has important implications as ongoing pandemic has altered the way of living. This also has significantly impacted the advertising industry especially the hygiene products.

Purchase intention of “Halal” brands in India: the mediating effect of attitude

2018 ◽  
Vol 9 (3) ◽  
pp. 683-694 ◽  
Author(s):  
Prerna Garg ◽  
Richa Joshi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Cross Sectional ◽  
Mediation Effects ◽  
Content Type ◽  
State Of Research

Purpose The purpose of this paper is to review the existing state of research on “Halal” branding and to propose and empirically test the framework for understanding the purchase intention for “Halal” branded products in Indian context. Design/methodology/approach The research design is cross-sectional in nature; convenience sampling and snowball sampling is done, and completely filled 288 questionnaires are considered for testing the conceptual framework. Structural equation modeling is used to assess the fit of framework. The study has incorporated attitude as a mediating variable in relation to purchase intention for “Halal” branded products. The originality of the research is based on responses collected from the respondents in the form of online and offline questionnaires. Findings Findings of the direct and indirect effects in the study show that attitude has a full mediation effect on purchase intention, i.e. in the presence of attitude as a mediation variable the direct effect of subjective norm and religiosity is insignificant and the effect caused through attitude is significant. Practical implications In a country like India, which enjoys a sufficiently good percentage of Muslim population (14.2 per cent), an understanding of attitude provides enough scope for marketers to strategize techniques to reduce dissonance of non-availability of “Halal” brands. Originality/value Research is atypical, as it has focused on the mediation effects of attitude toward “Halal” branded products with the help of cosmetic range of products.

Role of conspicuous value in luxury purchase intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sheetal Jain
Keyword(s):  
Purchase Intention ◽  
Subjective Norm ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Content Type ◽  
Gen Y ◽  
Market Growth ◽  
Need For Uniqueness ◽  
The Relationship

PurposeGeneration Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury consumption behavior, mainly in context of emerging markets like India. The main objectives of this study are first, to develop a conceptual framework which integrates the role of key variables that influence Gen Y consumers' purchase intention for luxury goods. Second, to analyze the mediating effect of attitude and subjective norm on the relationship between conspicuous value and luxury purchase intention.Design/methodology/approachData were collected through structured questionnaires from a sample of 215 Gen Y luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.FindingsThe findings revealed that attitude and subjective norm partially mediated the relationship between conspicuous value and luxury purchase intention. The findings also demonstrated that mediation effect significantly differs between consumers with low and high need for status as well as consumers with low and high need for uniqueness.Originality/valueThis is the first study performed to understand the mediating and moderating effect of various contextual variables (namely, attitude, subjective norm, uniqueness value and status value) on the association between conspicuous value and luxury purchase intention. This study will have important implications for both academicians and practitioners.

Country of Origin Effect on Purchase Intention Towards Italian Luxury Fashion: Mediating Role of Brand Perception and Social Status

Metamorphosis ◽  
2021 ◽  
Vol 20 (1) ◽  
pp. 16-24
Author(s):  
Sandeep Kumar ◽  
Amit Gautam
Keyword(s):  
Social Status ◽  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Mediating Role ◽  
Brand Perception ◽  
The Relationship

Economic growth, urbanization and higher disposable incomes have helped to propel growth of luxury fashion in India. Indian customers attach luxury fashion with their social status. Therefore, a need was felt to understand the drivers of purchase intention for luxury fashion goods. The purpose of study is to explain the role of factors which have influence on purchase intention for luxury fashion brands. The research tries to identify the mediating effect of brand perception and social status on interrelationship between country of origin (COO) and purchase intention. The data were collected by means of structured questionnaires from a total of 400 Indian customers residing in the Delhi NCR. Structural equation modelling has been used to find the outcomes. COO, brand perception and social status were found to significantly influence customer purchase intention. However, mediation effect of brand perception was found in relation between COO and purchase intention. Mediation effect of social status also exists in relation between COO and purchase intention. Brand perception and social status sequentially mediate the relationship between COO and purchase intention.

scholarly journals SNS Characteristics of Mobile Communication Company Influencing Brand Attitude and Purchase Intention

2020 ◽  
Vol 11 (2) ◽  
pp. 82
Author(s):  
Sukkyun Hong ◽  
Inchae Park
Keyword(s):  
Multiple Regression ◽  
Purchase Intention ◽  
Explanatory Power ◽  
Brand Attitude ◽  
Mediating Effect ◽  
Mobile Carrier ◽  
Communication Company ◽  
Marketing Methods ◽  
The Relationship ◽  
Positive Effect

Background/Objectives: The purpose of this study is to investigate the influence of SNS characteristics on brand attitude and purchase intention as the importance of SNS marketing is increasing recently.Methods/Statistical analysis: The subjects of this study were consumers who have visited SNS of domestic mobile carriers in recent years. Data collection was conducted online. A total of 31 questions were included, including 6 general characteristics and 25 questions on the Likert 5-point scale. The collected data was utilized by SPSS Ver.22 statistical package for empirical analysis. The main analyzes were frequency analysis, validity, reliability, and multiple regression analysis.Findings: This study examined the effect of mobile carrier SNS characteristics on the purchase intention and empirically analyzed whether the brand attitude had a mediating effect on the relationship between SNS characteristics and purchase intention. The empirical results show that the measured variables correlate with each other. First, SNS characteristics have a positive effect on purchase intention. As a result of multiple regression analysis, the standardization coefficient (β) showed that information providing had the highest influence on purchase intention as .355***. The explanatory power (R2) of the relationship between SNS characteristics and purchase intention was .485 (48.5%). Second, SNS characteristics have a positive effect on brand attitude. Benefit had the highest impact on brand attitude of .418***. The explanatory power (R2) of SNS characteristics on the influence of brand attitude was .538 (53.8%). Third, brand attitude affects purchase intention. Finally, Brand attitude was partially mediated between SNS characteristics and purchase intention. The characteristics of SNS are important to increase purchase intention, and the mediating effect of brand attitude is verified.Improvements/Applications: This study emphasizes the importance of SNS characteristics through brand attitude to increase purchase intention. It will be an important resource for suggesting SNS marketing methods that effectively utilize SNS characteristics.

Role of religiosity and the mediating effect of luxury value perception in luxury purchase intention: a cross-cultural examination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anis Ur Rehman ◽  
Serhan Al Shammari ◽  
Yaser Hasan Al-Mamary
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Statistical Tests ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Unique Contribution ◽  
Content Type ◽  
Value Perception ◽  
The Relationship

Purpose This study aims to explore the relationship between consumers’ religiosity, their perceived functional, individual and social value of luxury and their luxury purchase intention. Design/methodology/approach The proposed relationships were explored in an intercultural setting by using samples from two considerably different cultures, Saudi Arabia and India. The identified constructs were measured by adapting the established scales. Statistical tests including exploratory factor analysis, multi-group confirmatory factor analysis and covariance-based structural equation modeling were applied to test the conceptual model and research hypotheses. Findings The results show that religiosity is not found to be negatively related to luxury purchase intention in both samples. Moreover, it was found that the functional and social values produce positive mediating effects, whereas the individual values (materialism, hedonism) of luxury products negatively mediate the relationship between religiosity and consumer purchase intention. Practical implications This research suggests that a non-traditional strategy may be effective to market luxury goods to religious consumers such as suppressing the materialistic aspect to focus on the quality and functionality aspects of the products. Originality/value The role of luxury value perception as a mediator between religiosity and luxury purchase intentions has not been studied in the previous researches to the best of authors’ knowledge, and is therefore, the unique contribution of this study. This research addresses the gap in the existing body of knowledge by probing how religiosity effects perceptions of luxury value and resultant luxury purchase intention.

scholarly journals Relationship between Competency to Consent to Treatment and Psychological Well-Being: Mediating Effect of Empowerment and Emotion

2021 ◽  
Vol 18 (15) ◽  
pp. 8170
Author(s):  
Yeun-Joo Hur ◽  
Joon-Ho Park ◽  
MinKyu Rhee
Keyword(s):  
Well Being ◽  
Treatment Evaluation ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Psychiatric Outpatients ◽  
Psychological Well Being ◽  
Consent To Treatment ◽  
Study Participants ◽  
The Relationship

This study was conducted to evaluate the competency to consent to the treatment of psychiatric outpatients and to confirm the role of empowerment and emotional variables in the relationship between competency to consent to treatment and psychological well-being. The study participants consisted of 191 psychiatric outpatients who voluntarily consented to the study among psychiatric outpatients. As a result of competency to consent to treatment evaluation, the score of the psychiatric outpatient’s consent to treatment was higher than the cut-off point for both the overall and sub-factors, confirming that they were overall good. In addition, the effect of the ability of application on psychological well-being among competency to consent to treatment was verified using PROCESS Macro, and the double mediation effect using empowerment and emotional variables was verified to provide an expanded understanding of this. As a result of the analysis, empowerment completely mediated the relation between the ability of application and psychological well-being, and the relation between the ability of application and psychological well-being was sequentially mediated by empowerment and emotion-related variables. Based on these findings, the implications and limitations of this study were discussed.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

De relatie tussen herstel, werkdruk en slaap: een dagboekstudie

2010 ◽  
Vol 23 (4) ◽  
Author(s):  
Alicia L.T. Walkowiak ◽  
Ute R. Hülsheger ◽  
Fred R.H. Zijlstra
Keyword(s):  
Sleep Quality ◽  
Positive Influence ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Diary Study ◽  
Work Pressure ◽  
Negative Effect ◽  
The Relationship ◽  
High Work

The relationship between recovery, work pressure and sleep quality: A diary study The relationship between recovery, work pressure and sleep quality: A diary study Alicia L.T. Walkowiak, Ute R.Hülsheger & Fred R.H. Zijlstra, Gedrag & Organisatie, volume 23, December 2010, nr. 4, pp. 316-332. Previous research showed that the experience of high work pressure can lead to fatigue and even to health complaints on the long term. This makes it very important, especially for people who experience high work pressure, to take sufficient time to recover after work. Sleep quality has a positive influence on recovery. The aim of this diary study was to investigate whether sleep quality has a mediating effect on the relationship between work pressure and recovery. Seventy-six people took part in the study and answered questions about work, recovery and sleep for 14 days. Results showed that work pressure indeed had a negative effect on recovery and sleep quality. Furthermore, we found a partial mediation effect: sleep quality mediated the relationship between work pressure and recovery. These results stress the importance of recovery and sleep quality, especially for people who experience high work pressure.

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