The Effects of Desirable or Feasible Free Gifts on the Attitudes and Purchase Intentions toward Promotion Packages : Focusing on Moderating Effects of Temporal Distance of Purchases

2018 ◽  
Vol 22 (2) ◽  
pp. 127-154
Author(s):  
Wooseop Lee ◽  
Jinyong Lee
Keyword(s):  
Purchase Intentions ◽  
Temporal Distance ◽  
Moderating Effects

The influence of multiple combinations of celebrity endorsers on consumers' intentions to purchase a sports-related product

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aaron von Felbert ◽  
Christoph Breuer
Keyword(s):  
Positive Influence ◽  
Purchase Intentions ◽  
Moderating Effects ◽  
Product Involvement ◽  
Marketing Practice ◽  
Content Type ◽  
Research Perspective ◽  
Mediation Analyses ◽  
Related Product ◽  
Practical Implications

PurposeEndorsement research has focused primarily on determining the effectiveness of single endorsers, whereas marketing practice shows that companies usually engage multiple endorsers to promote their brands and products. As academic evidence for multiple endorsers is limited and extant findings are ambiguous, the purpose of this study is to determine the influence of different multiple endorser combinations on consumers' purchase intentions for a sports-related product endorsement and to identify whether endorser-product congruence and consumers' involvement with the endorsed product moderate endorsers' influences.Design/methodology/approachTwo-hundred thirty-three useful responses were collected to an online experiment, and endorsers' direct and indirect influences on consumers' purchase intentions were analyzed in serial mediation analyses. Potential moderating effects of endorser-product congruence and consumers' involvement with the endorsed product were tested in moderated regression analyses.FindingsThe study's findings show that using multiple endorsers has an overall positive influence on consumers' purchase intentions, which is mediated by their attitudes toward the advertisements and the endorsed brand. Endorser-product congruence moderates an endorsement's effectiveness, whereas a moderating effect of consumers' product involvement was not supported.Originality/valueThis study adds to the extant body of endorsement research by confirming the overall effectiveness of using multiple endorsers to influence consumers' intentions to purchase the endorsed product. In addition, by showing that endorser-product congruence determines endorsers' effectiveness in a multiple endorser context, the study extends the current research perspective and provides practical implications for marketing professionals on how to combine multiple endorsers.

Promote the price promotion

2014 ◽  
Vol 26 (7) ◽  
pp. 1065-1082 ◽  
Author(s):  
Hui-Chun Huang ◽  
Ya-Ting Chang ◽  
Che-Yi Yeh ◽  
Chung-Wei Liao
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Moderating Effects ◽  
Price Promotions ◽  
Content Type ◽  
Chain Stores ◽  
Moderating Role

Purpose – The authors empirically evaluated the effect of price promotions on customer quality evaluations and repeat-purchase intentions in coffee chain stores. The moderating role of customer characteristics in this process was also investigated. Design/methodology/approach – Consumers in 12 coffee chain stores were surveyed and 488 usable questionnaires were obtained. Relationships in the test model were examined using structural equation modeling techniques. A multiple-group solution was used to test the moderating effects of consumer characteristics. Findings – The results of structural equation modeling analyses suggested that price-promotion activities at Starbucks in Taiwan had a favorable effect on customer quality evaluations and positively influenced repeat-purchase intentions. The moderating effects of consumer characteristics were partially supported. Whereas sex showed no significant moderating effect, consumption frequency did demonstrate a moderating effect. Practical implications – The results indicate that existing customers may see price promotions at Starbucks in Taiwan as a reward or incentive, and thus lead to an increase in favorable evaluations. The findings provide a new perspective that may encourage those involved in the marketing of coffee chain stores to manage price promotions in a more strategic manner by considering customer characteristics. Originality/value – The effects of price promotions on brand evaluation remain controversial and may vary among product categories. Additionally, most studies regarding price promotions have used an experimental approach, and few studies of price promotions in the coffee industry have been reported. The study is among the first to empirically examine the effects of price promotions and the moderating role of consumer characteristics in the process at coffee chain stores.

Better Together? Examining the Impact of Official Secondary Ticketing Partnerships on Consumers’ Attitudes and Behaviors

2021 ◽  
Vol 30 (4) ◽  
Author(s):  
Koo Yul Kim ◽  
Joris Drayer
Keyword(s):  
Perceived Risk ◽  
Purchase Intentions ◽  
Financial Success ◽  
Moderating Effects ◽  
Mediating Effects ◽  
Price Inflation ◽  
Negative Perceptions ◽  
Ticket Resale ◽  
The Impact ◽  
Insight Into

To overcome the negative stigma due to their association with ticket fraud and price inflation, research has suggested secondary ticket market companies partner with professional sport leagues and teams. Moreover, such a partnership can increase revenues of the ticket market companies. However, additional research is needed to explore how official partnerships influence consumers’ attitudes and purchase intentions. Relevant findings clarify the mechanism through which official partnerships affect secondary ticket providers’ financial success and provide insight into consumers’ attitudes toward the ticket resale industry while informing the literature on the effectiveness of sponsorships. Th us, utilizing a multi-study design, the current research examines consumers’ perceptions of official partnerships and assesses their impact on purchase intentions. Also, given historical negative perceptions of the secondary ticket market, the current study investigates the mediating effects of perceived risk and the moderating effects of ticket price.

Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiao Huang ◽  
Mohammad Shahidul Kader ◽  
Seeun Kim
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Purchase Intentions ◽  
Temporal Distance ◽  
Temporal Orientation ◽  
Construal Level ◽  
Distant Future ◽  
Content Type ◽  
Social Media Advertising ◽  
Near Future

PurposeThe authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis' emotional intensity on consumers' purchase intentions in social media advertising.Design/methodology/approachTwo experiments are used to test four hypotheses.FindingsThe results of two experimental studies show that present-oriented participants reveal greater purchase intentions when low (vs high) emotionally intense emojis are embedded in a social media ad; but future-oriented consumers showed no difference when viewing ads with the two different emojis. In Study 2, participants indicate greater purchase intentions when a social media ad includes a distant-future promocode and high (vs low) emotionally intense emojis and an ad with a near-future promocode and low (vs high) emotionally intense emojis.Originality/valueThe current study advances our understanding how emojis with different emotional intensities can be effectively used in social media ads. This study also provides theoretical implications to construal level theory (CLT) by examining how emojis interact with construal level, either as a chronic tendency or simulated by psychological distance, can influence consumer response.

Market signals: web site investment and physical store existence

2014 ◽  
Vol 26 (1) ◽  
pp. 94-113 ◽  
Author(s):  
Xuehua Wang ◽  
Wing Chi Chow ◽  
Zhilin Yang ◽  
Jennifer Y.M. Lai
Keyword(s):  
Emerging Economies ◽  
Web Site ◽  
Design Methodology ◽  
Personality Type ◽  
Purchase Intentions ◽  
Moderating Effects ◽  
Content Type ◽  
Online Purchase ◽  
Market Signals ◽  
Counterfeit Products

Purpose – Reputational beliefs influence online purchase intentions but are difficult to establish in settings in which counterfeit products are common, especially in emerging economies. Drawing upon signalling theory, this work decomposes reputational beliefs into: an ability belief, as represented by web site investment, and a truthfulness belief, as signalled by a statement about the existence of a physical store, and investigates their differential effects on online purchase intentions. This work aims to further investigate the moderating effects of searchers' personality type on the relationships between reputational beliefs and online purchase intentions. Design/methodology/approach – Three experiments using various samples (students versus non-students) and products (cell phone versus camera) were conducted. Findings – The results reveal that two significant market signals, web site investment and a statement about physical store existence, influence reputation beliefs, and, thus online purchase intentions. Moreover, aggressive searchers' online purchase intentions depend on their ability belief rather than their truthfulness belief, whereas non-aggressive searchers' intentions rely on their truthfulness belief rather than their ability belief. Originality/value – This work provides new theoretical insights into factors influencing consumers' online purchase decision making by decomposing reputational beliefs and incorporating the moderating effect of personality type. It contributes to signaling literature by examining the effects of two market signals – web site investment and statement about the existence of a physical store – on two major components of reputational beliefs and online purchase intentions. This article is the first to empirically test the effects of reputational beliefs from the perspective of end-users in an online context.

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