scholarly journals Role of Brand equity in influencing purchase intention branded baby soap: A case study in Jaffna District, Sri Lanka

2019 ◽  
Vol 7 (02) ◽  
Author(s):  
Kalaimahal S ◽  
Kumaradeepan, K
Keyword(s):  
Sri Lanka ◽  
Brand Equity ◽  
Purchase Intention ◽  
Profit Maximization ◽  
Brand Choice ◽  
Population Data ◽  
Organizational Goals ◽  
Main Thing

Many organization tries to achieve their organizational goals like profit maximization, high market share and survival. In market, consumers have certain expectation from the brands and trend to rely on brand as an indicator to purchase intention of brand choice, all the resources spend in wasted of each brand organizations. Therefore, this study about the Role of brand equity in influencing the purchase intention of branded baby soaps, which is one of the most competitive markets in Jaffna District Sri Lanka. 200 questionnaires were collected from Jaffna District population. Data were analyzed and evaluated by univariate and bivariate techniques. For this study, only five branded baby soaps are considered such as pears baby Jhonson and Jhonson, baby Cheramy, Khomba baby and Kekulu. However, the main thing is the marketer want to identify that all these soaps brand equity positively in influencing the purchase intention devoid of Kekulu. For the reason, there are very low Kekulu soap buyers in the study area. Overall view the brand equity strong positively influence the purchase intention of Jhonson and Jhonson soap. Eventually, this report recommends some actions for improving the role of brand equity in influencing the purchase intention of branded baby soap market.

scholarly journals The influence of social media on purchase intention: The mediating role of brand equity

2021 ◽  
Vol 8 (1) ◽  
pp. 1944008
Author(s):  
Mohammed Majeed ◽  
Martin Owusu-Ansah ◽  
Adu-Ansere Ashmond
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Mediating Role

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.

Vitamin D-enhanced pork meat consumers’ purchase intention: an exploratory case study in Spain

2021 ◽  
Vol 24 ◽  
Author(s):  
Begoña Panea ◽  
Guillermo Ripoll
Keyword(s):  
Vitamin D ◽  
Purchase Intention ◽  
Uv Light ◽  
Population Data ◽  
Age Group ◽  
Pork Meat ◽  
Willingness To Buy ◽  
Gender And Age ◽  
Consumption Habit

Abstract: This paper investigated if Spanish consumers would be willing to consume vitamin D-enhanced pork meat from animals fed on mushrooms treated with ultraviolet (UV) light. The questionnaire briefly explained the context of the study (vitamin D deficiency) and asked the consumers to choose answers with which they were most in agreement (non-enriched meat, enriched meat with synthetic vitamin D or enriched meat with vitamin D from UV-irradiated mushrooms). A survey was conducted to 400 non-vegan nor vegetarian consumers in Aragón (Spain) by direct invitation. Sampling was carried out in a random and stratified manner, by province, gender and age group using the Aragón population data for 2017 (INE). Some sociodemographic, health and consumption habit data were requested. Most consumers preferred non-enriched meat. Treatment with UV-irradiated mushrooms was rejected by most consumers, and the consumers who presented any willingness to buy meat enriched with UV-irradiated mushrooms were in the youngest age group.

scholarly journals Relative Importance of Packaging Elements of Baby Care Products in Sri Lanka: Do Demographic Factors Matter?

2019 ◽  
Vol 5 (2) ◽  
Author(s):  
M.F.S. Faris ◽  
K.P.L. Chandralal
Keyword(s):  
Sri Lanka ◽  
Purchase Intention ◽  
Demographic Factors ◽  
Three Dimensions ◽  
Sri Lankan ◽  
Buying Behavior ◽  
Consumer Purchase Intention ◽  
Generic Products ◽  
Local Companies

 Baby care category has been profitable throughout the years and gained the interest of global players in Sri Lanka amidst the emergence of several local companies. Previous research on FMCG products identified that a 1% shift in packaging will result in 88.9% shift in consumer purchase intention, signifying the role of packaging in buying behavior. But there is mild research done with regards to the Baby Care Category and especially in the Sri Lankan context. This research focuses on the gap of identifying the importance of the different packaging elements of baby care products along with buyers’ demographic factors.  A field survey was conducted with an internet questionnaire to obtain data from a sample of Colombo residents. The results revealed that a weak positive importance was laid on “Graphics” (Color and Artwork) and on “Dimensions” (Design and Shape) of the package. The dimension of “Information” was placed relatively a higher importance in the buying decision. These findings aligned with the insights from buyers and retailers; buyers being more concerned on baby’s safety prioritized ensuring product reliability. Certifications, labels, precautions, and instructions on the package guide them, which evidently is part of the dimension of Information. The results further revealed that the identified importance laid on the three dimensions of packaging elements did not significantly vary on any of the demographic factors; gender, income, and level of education. Baby care, being a sensitive area for parents (unlike generic products), the importance placed on information was much higher due to its role played in assurance, consequently comparative lesser importance was placed on how colorful, big and stylish the packaging is, as the priority was absolute amongst buyers across diverse demographic differences. KeywordsBaby care products; Demographic factors; Packaging elements

Conceptualisation of Role of Social Media Engagement in Influencing Purchase Behaviour of Gen Y: Role of Trust and Risk

2017 ◽  
Vol 3 (04) ◽  
Author(s):  
Anu Rani
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Gen Y ◽  
Social Media Engagement ◽  
Antecedents And Consequences ◽  
The Relationship ◽  
Moderating Role

Purpose: The present study seeks to conceptualise the role of social media engagement in purchasing intentions of gen Y and moderating role of trust and perceived risk. Design/methodology/approach: The paper draws upon the extant literature to present a series of research propositions relating to social media engagement. Findings: The study proposes a conceptual model based on the antecedents and consequences of social media engagement, and the moderating role of perceived risk and trust in the relationship between brand equity and purchase intentions. Research limitations: Being conceptual in nature, the paper needs to be empirically tested. Originality/value: The paper is among the first attempt to examine the moderating role of perceived risk and trust in the relationship between brand equity and purchase intention.

scholarly journals The Role of Tourist Ambassadors in the Image Establishment of Palu City After the Natural Disasters through Instagram

MEDIASI ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 73-78
Author(s):  
Sumarni Zaenuddin ◽  
Donal Adrian
Keyword(s):  
Natural Disasters ◽  
Information Content ◽  
Case Study Approach ◽  
Study Approach ◽  
Research Findings ◽  
The Government ◽  
Main Thing ◽  
The City

The purpose of research is to know the role of tourist ambassadors in the formation of the image of Palu City after the natural disasters through Instagram. The method used is qualitative with a case study approach withdrawal of informant using purposive sampling. Research findings show that in the effort to build imagery through Instagram, the main thing that is done by tourist ambassadors (Randa'a ante Kabilasa) is by changing the perception of society as a follower through the publication of various kinds of information/content both in the form of images, texts, and videos about the city of Palu affected by natural disasters but able to rise to a better change, i.e. the activity of public that return to normal in the field of economics and culture. Furthermore, the improvement of land road infrastructure, air (airport) and the sea (port) is the main focus of the government. 

scholarly journals The influence of eWOM valence on brand equity dimensions and on purchase intention

2021 ◽  
Vol 9 (8) ◽  
pp. 407-423
Author(s):  
Matheus Tardin ◽  
Anderson Soncini Pelissari
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Equation Modeling ◽  
Brand Preference ◽  
Brand Quality ◽  
Confirmatory Factor

The purpose of this study is to explore the relationship between electronic word of mouth (eWOM) valence, consumer-based brand equity (CBBE) dimensions, and purchase intention. An online survey was conducted to collect the data, with a total of 209 valid responses. The study conducts a confirmatory factor analysis (CFA) and Structural Equation Modeling (PLS-SEM). Results provided support for role of eWOM valence in influencing the development of CBBE. Specifically, eWOM valence strongly influences consumer perception of brand quality. Perceived quality and brand preference have strong and positive impact on purchase intention, confirming the importance of brand equity in building purchase intention toward a brand. The study is one of the first to examine the effects of eWOM valence on CBBE dimensions, demonstrating the importance of eWOM valence in the building of brand equity.

scholarly journals Determinant Factors in Influencing Purchase Intention and Word of Mouth in Social Commerce: An Indonesia Case Study

2021 ◽  
Vol 1 ◽  
Author(s):  
Satria Fadil Persada ◽  
Berto Mulia Wibawa ◽  
Bella Harum Ashari ◽  
Shu-Chiang Lin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Present Model ◽  
Equation Model ◽  
Social Commerce ◽  
The People ◽  
Present Generation

Social media becomes the new reality perceived in the present generation. Further, the role of social network has extended to which the people can do business transactions in its platform. The present research explores the role of purchase intention and word of mouth to understand better how consumers behave. A total of 9 factors are used in this research model. A total of 8 hypotheses are investigated. The present study uses factor analysis with the confirmatory type to see the correlational factors. The Structural Equation Model (SEM) is used to see the path and hypotheses validation. A total of 231 respondents have participated in this research. The result shows that 5 out of 8 hypotheses are accepted. The present model exposes a total of 70 and 51 percent R2 for both PI and WOM, which indicates the overall model can capture the excellent representation of consumer behavior assessment. Practical and implication insights are further discussed in this paper.

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