scholarly journals Influence of Social Construct on Consumers’ Brand Purchase Intention: a Review of Research

2018 ◽  
Vol 7 (3.34) ◽  
pp. 511
Author(s):  
Bikash Kumar Rup ◽  
Jyotiranjan Gochhayat ◽  
Sasmita Samanta
Keyword(s):  
Marketing Strategy ◽  
Purchase Intention ◽  
Brand Personality ◽  
Brand Attitude ◽  
Point Of View ◽  
Social Construct ◽  
The Impact

The aim of this study is to reveal the impact and influence of social construct on consumers’ brand purchase intention. Within the study the latent idea is to illuminates the influence of social construct on brand personality, which leads to enhance the brand purchase intention. The flow of effect of social construct is directly to purchase intention or through brand attitude. In different cultural point of view the specific dimensions of brand personality, those are more influential on purchase intention need to be identified. The outcome of the study may helpful for marketers to redesign their marketing strategy in accordance with the consumers brand personality.  

scholarly journals The Impact of Advertising Appeals on Purchase Intention in Social Media Environment——Analysis of Intermediary Effect Based on Brand Attitude

2018 ◽  
Vol 7 (2) ◽  
pp. 17 ◽  
Author(s):  
Qian He ◽  
Hongjian Qu
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Human Beings ◽  
Communication Tool ◽  
Environment Analysis ◽  
Media Environment ◽  
The Social ◽  
Advertising Appeal ◽  
The Impact

Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.

How fashion influencers contribute to consumers' purchase intention

2020 ◽  
Vol 24 (3) ◽  
pp. 361-380 ◽  
Author(s):  
Youssef Chetioui ◽  
Hikma Benlafqih ◽  
Hind Lebdaoui
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Behavioral Control ◽  
Brand Attitude ◽  
Perceived Behavioral Control ◽  
Fashion Industry ◽  
Content Type ◽  
Factors Affecting ◽  
Consumer Purchase Intention ◽  
The Impact

PurposeThis study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.Design/methodology/approachTo achieve this goal, the authors propose a conceptual model that combines the theory of planned behavior (TPB) and theoretical outcomes of prior literature related to influencer marketing. Based on data collected from 610 Moroccan respondents, the authors empirically test the conceptual model using a partial least squares (PLS) estimation.FindingsThis study illustrates that attitudes toward FIs positively impact brand attitude and consumer purchase intention. The authors also demonstrate that perceived credibility, trust, perceived behavioral control, perceived subjective norms, perceived expertise and perceived congruence positively impact attitudes toward FIs.Practical implicationsThe study findings help marketers and advertisers in the fashion industry to understand how influencer marketing contributes to consumer purchase intention. They also allow marketers to understand factors explaining attitudes toward FIs and therefore better select influencers capable of creating purchase intentions among existing and potential customers.Originality/valueThe present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward FIs and consumer purchase intention. To the authors’ knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the fashion industry.

scholarly journals Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ahmad Daowd ◽  
Ruaa Hasan ◽  
Tillal Eldabi ◽  
Piyya Muhammad Rafi-ul-Shan ◽  
Dongmei Cao ◽  
...  
Keyword(s):  
Generation Y ◽  
Purchase Intention ◽  
Online Survey ◽  
Source Credibility ◽  
Point Of View ◽  
Consumer Decision Making ◽  
Content Type ◽  
Factors Affecting ◽  
Argument Quality ◽  
The Impact

PurposeWith the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.Design/methodology/approachThe researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.FindingsIt was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.Practical implicationsFrom a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.Originality/valueThis is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.

scholarly journals Correlation Between Product Placement in Film, Purchase Intention And Brand Attitude

2019 ◽  
Vol 21 (1) ◽  
pp. 61-74
Author(s):  
Rabiah Adawiah Abu Seman ◽  
Yee Shan Lew ◽  
Jing Ni Tee
Keyword(s):  
Experimental Design ◽  
Marketing Strategy ◽  
Purchase Intention ◽  
Accurate Result ◽  
Film Industry ◽  
Product Placement ◽  
Brand Attitude ◽  
The Past ◽  
Product Interaction

Product placement has been widely used in international film industry because of its efficiency. During the past 20 years, the practice of product placement has grown appreciably which lead to most of the marketers nowadays use placements as their marketing strategy. Therefore, this research aim to analyse the effectiveness of product placement in film. Experimental design was employed by 40 respondents in UCSI University for this study which was supported by the theories of the Hidden Message and the Character-Product Interaction (CPI). Correlation between product placement in film, purchase intention and brand attitude were found significant. Brand attitude and the purchase intention after exposed to product placement have higher findings among others. Moreover, purchase intention and brand attitude of respondents both increased after being exposed towards product placement. Limitation were taken in account in terms of demographic, efficiency and extensive. Future researchers are suggested to conduct their studies with a larger sampling size, a longer duration and to conduct the study with different categories of product to provide a more accurate result for the improvement of marketers. Hence, marketers were suggested to use product placement in film in order to increase the purchase intention and positive brand attitude of audiences.Students generally have positive purchase intention and brand attitude on product placement in film no matter before or after the exposure to the selected movie Jurassic World.

scholarly journals Impact of Humor Advertising on Brand Purchase Strategy

2019 ◽  
Vol 12 (1) ◽  
pp. 60-70
Author(s):  
Amin Palikhe
Keyword(s):  
Data Analysis ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Test Results ◽  
Huge Amount ◽  
Independent Variables ◽  
Descriptive Research ◽  
Dependent Variables ◽  
Independent Variable ◽  
The Impact

   The humor advertisement is important for every types of marketer. The main aim of the study is to analyze the impact of humor advertisement on the brand purchasing strategy of consumers. This study used descriptive research design by testing the hypothesis with dependent and independent variables. The questionnaire based survey has been undertaken upon the sample of 136 respondents. Furthermore, data analysis has been carried forward with the help of SPSS through regression and correlation. The results reveal that there is no significant relationship exists between the independent variable (humor advertisement) and the dependent variables (brand attitude, brand memories, purchase intention). There is low correlation between humor advertisement and brand attitude that shows p<0.1. Industries have been spending huge amount of money on humor advertisement but the study has also revealed that there is no significant changes in brand purchase strategy of consumer by appealing humor advertising. Test results of correlation and regression shows that humor advertisement can’t make brand purchase strategy. Therefore study of consumer behavior is important to create brand purchase strategy and spending nature of consumer towards advertised 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.

Measuring the effectiveness of advertisements sent via mobile phone: Implications of the appeal, endorser, and involvement model and purchasing behavior

2010 ◽  
Vol 38 (2) ◽  
pp. 249-256 ◽  
Author(s):  
Jin-Tsann Yeh ◽  
Chyong-Ling Lin
Keyword(s):  
Mobile Phone ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Purchasing Behavior ◽  
High Involvement ◽  
Advertising Strategy ◽  
Emotional Appeal ◽  
Advertising Appeal ◽  
The Impact

In this study, the 3 dimensions of advertising strategy (Appeal, Endorser, Involvement) were unified to examine the effectiveness of advertising via a mobile phone (m-commerce). Participants viewed scenario based advertisements on a mobile phone then, via a survey, we measured the impact of advertising attitude, brand attitude, and purchase intention on 120 consumers as related to endorser and advertising appeal. Results indicated that consumers prefer emotional appeal presented by domestic endorsers for high involvement products; while for low involvement products, rational appeal by foreign endorsers significantly influenced advertising attitude, brand attitude and purchase intention. The interaction between information appeal and involvement was significant for advertising attitude and brand attitude, and the three-way interaction among variables was significant in relation to advertising attitude. These results confirm that the AEI strategy is apparently not mediated by the evolution of m-commerce.

scholarly journals The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator

2017 ◽  
Vol II (I) ◽  
pp. 197-210
Author(s):  
Neelam Akbar ◽  
Alam Zeb ◽  
Shabir Ahmad
Keyword(s):  
Purchase Intention ◽  
Quantitative Research ◽  
Computer Software ◽  
Numerical Data ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Mediation Effects ◽  
Consumer Purchase Intention ◽  
The Impact

The rationale of the study lies in investigating the role of brand rejuvenation on consumer purchase intention, it also emphasizes digging the mediating effects of brand attitude on brand rejuvenation and consumer purchase intentions. Quantitative research was carried out for understanding the rationale behind consumer brand preferences, their attitude, and purchase intentions. This study employed positivism; deductive approach in which collected quantitative and numerical data were tabulated and analyzed statistically in order to facilitate and test the detail set of hypotheses for the purpose of reaching objective truth. SPSS computer software was employed along with multiple regression and correlation analysis were carried out for testing and checking hypotheses and model fitness respectively. Dual statistical techniques i.e. Barron and Kenny’s (1986) and Preacher and Hayes (2008) were applied for checking mediation effects of the study. All the variables were significantly correlated with each other which clearly indicates the importance of brand rejuvenation, brand attitude and purchase intentions.

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