scholarly journals THE ROLE OF BRAND TRUST IN MEDIATING THE CORRELATION BETWEEN THE USE OF CELEBRITY ENDORSERS AND ONLINE CONSUMER PURCHASE INTENTIONS

2021 ◽  
Vol 115 (7) ◽  
pp. 131-137
Author(s):  
A.R. Sumartini ◽  
N.P.R. Martini ◽  
I.A.C.S. Mandasari
Keyword(s):  
Purchase Intentions ◽  
Brand Trust ◽  
Online Consumer ◽  
Celebrity Endorsers

Investigating loyalty through CSR: The mediating role of brand image and brand trust

2020 ◽  
Vol 19 (3) ◽  
pp. 252-279
Author(s):  
Eman Mohamed Abd-El-Salam
Keyword(s):  
Social Responsibility ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Purchase Intentions ◽  
Customer Relationship ◽  
Brand Trust ◽  
Mediating Role

The purpose of this study is to investigate the effect of corporate social responsibility (CSR) activities on brand image, brand trust, brand loyalty, and purchase intention, based on consumers' perceptions in the context of the retail hypermarkets industry within the Egyptian market. To address the objectives of the study, a quantitative research methodology was used; the data were collected through a questionnaire, resulting in 403 valid responses from customers. The collected data were analysed using SPSS 23 and structural equation modelling on AMOS. The study found that CSR activities influence directly brand image and brand trust and indirectly brand loyalty and purchase intentions through the mediating role of brand image and brand trust. There was no significant direct relationship between CSR and brand loyalty as well as between CSR and purchase intentions. The effect of brand image is stronger than brand trust on both brand loyalty and purchase intention. The effects of brand image and brand trust are stronger in brand loyalty than in purchase intention. The paper adds to the understanding of the pivotal role of CSR activities as well as brand image and trust in affecting a consumer's intention to purchase decision, which has not been studied extensively in the Egyptian business to customer relationship markets in the retail industry. The study emphasises the importance of consumers' perceptions of CSR in achieving the main outcomes of relationship marketing (brand image, brand trust, brand loyalty and purchase intention). Retailers are progressively anxious to contribute to social and environmental domestic and international markets. Marketers should develop more consistent and effective social responsibility programmes to close any gaps between the retailer and the consumer perspective on CSR initiatives, and enhance the coordination between CSR activities incorporated into retailers' corporate strategic plans and their consumers' perceptions of these activities.

Places in names: an investigation of regional geographic brand congruency

2018 ◽  
Vol 27 (7) ◽  
pp. 781-792 ◽  
Author(s):  
David R. Sloan ◽  
Damon Aiken ◽  
Alan C. Mikkelson
Keyword(s):  
Perceived Value ◽  
Geographic Location ◽  
Purchase Intentions ◽  
Brand Trust ◽  
Brand Name ◽  
Content Type ◽  
Consumer Evaluation ◽  
The Relationship ◽  
Insight Into

Purpose The purpose of this research is to explore the effects of regional geographic brand congruency (GBC) on brand trust, brand parity, perceived value, brand honesty and purchase intentions. Design/methodology/approach The research uses an experimental method in two studies to test hypotheses derived from the literature. Findings This research conceptualizes GBC as the relationship between products/services and geographic regions that are authentic, credible and fitting. Results from the two studies support the hypothesis that brands with regional GBC have higher levels of consumer evaluation compared to brands with geographic incongruence or with no geographic reference at all. Research limitations/implications This research offers insight into the decision to name a brand. If one is going to associate a product with a regional geographic location, it is more effective to use a location that is fitting as it applies to that product; otherwise, it would be best to avoid a geographic association in a brand name. Originality/value The exploration of regional geographic brand congruency in relation to outcomes of brand trust, brand parity, perceived value, purchase intentions and honesty offers new insights into the nature and role of place images.

scholarly journals The Role of Brand Trust on Parents Purchase Intentions of Baby-Care Products

2014 ◽  
Vol 2 (15) ◽  
pp. 165-180 ◽  
Author(s):  
Gülnil AYDIN ◽  
Aybeniz Akdeniz AR ◽  
Çağatan TAŞKIN
Keyword(s):  
Purchase Intentions ◽  
Brand Trust

Individual Differences in the Name Similarity Effect

2014 ◽  
Vol 35 (2) ◽  
pp. 111-118
Author(s):  
Daniel J. Howard ◽  
Roger A. Kerin
Keyword(s):  
Individual Differences ◽  
Impression Management ◽  
Interactive Effect ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Self Monitoring ◽  
Similarity Effect ◽  
And Behavior ◽  
Usage Context

The name similarity effect is the tendency to like people, places, and things with names similar to our own. Although many researchers have examined name similarity effects on preferences and behavior, no research to date has examined whether individual differences exist in susceptibility to those effects. This research reports the results of two experiments that examine the role of self-monitoring in moderating name similarity effects. In the first experiment, name similarity effects on brand attitude and purchase intentions were found to be stronger for respondents high, rather than low, in self-monitoring. In the second experiment, the interactive effect observed in the first study was found to be especially true in a public (vs. private) usage context. These findings are consistent with theoretical expectations of name similarity effects as an expression of egotism manifested in the image and impression management concerns of high self-monitors.

Do Augmented and Virtual Reality Technologies Increase Consumers’ Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals

2021 ◽  
pp. 0887302X2199428
Author(s):  
Hyejune Park ◽  
Seeun Kim
Keyword(s):  
Virtual Reality ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Cognitive Elaboration ◽  
Mediating Role ◽  
Virtual Store ◽  
Shopping Goals ◽  
The Way

The purpose of this study is to examine the effects of the “virtual try-on” technology (AR) and the “3D virtual store” (VR) incorporated in an apparel retail website on purchase intentions. This study highlights the mediating role of cognitive elaboration in the process through which these technologies influence purchase intentions, and examines the way consumers’ shopping goals (searching vs. browsing) interact with the website technology and influence their responses. The two experiments demonstrated that, for browsers, the website with VR was more effective in increasing purchase intentions than were the website with AR or a regular website with no technology, while for searchers, both the website with AR and the website with VR were more effective than was a regular website. In addition, cognitive elaboration mediated the interaction between a technology and a shopping goal on purchase intentions for browsers, while such a mediating effect was not found in searchers.

The Role of AI Attribution Knowledge in the Evaluation of Artwork

2021 ◽  
pp. 027623742199469
Author(s):  
Harsha Gangadharbatla
Keyword(s):  
Interaction Effect ◽  
Purchase Intentions ◽  
Abstract Art ◽  
Survey Experiments ◽  
People’S Attitudes

Artwork is increasingly being created by machines through algorithms with little or no input from humans. Yet, very little is known about people’s attitudes and evaluations of artwork generated by machines. The current study investigates (a) whether individuals are able to accurately differentiate human-made artwork from AI-generated artwork and (b) the role of attribution knowledge (i.e., information about who created the content) in their evaluation and reception of artwork. Data was collected using an Amazon Turk sample from two survey experiments designed on Qualtrics. Findings suggest that individuals are unable to accurately identify AI-generated artwork and they are likely to associate representational art to humans and abstract art to machines. There is also an interaction effect between attribution knowledge and the type of artwork (representational vs. abstract) on purchase intentions and evaluations of artworks.

Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis

2021 ◽  
pp. 097215092110103
Author(s):  
Yadvinder Parmar ◽  
Bikram Jit Singh Mann
Keyword(s):  
Sampling Method ◽  
Process Analysis ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Parasocial Interaction ◽  
Conditional Process Analysis ◽  
The Relationship ◽  
Self Administered Questionnaire ◽  
Moderating Role

This article aims to empirically examine the mediating impact of consumer’s parasocial interaction on the relationship between celebrity images on the consumer’s purchase intentions. It aims to empirically investigate the moderating role of celebrity liking in the formation of consumer’s parasocial interaction. Four different versions of self-administered questionnaire using different celebrities as a stimulus were developed. Data were collected from 484 respondents. Quota cum judgemental sampling method was used for the study. The findings show that parasocial interaction mediates the relationship between celebrity images and purchase intentions. It also reveals positive moderating effect of celebrity liking. It has significant implications for marketers and academicians.

Relation between Chinese consumers’ ethical perceptions and purchase intentions

2019 ◽  
Vol 31 (3) ◽  
pp. 670-690 ◽  
Author(s):  
Muhammad Kashif Javed ◽  
Ma Degong ◽  
Talat Qadeer
Keyword(s):  
Structural Equation ◽  
Developing Economies ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Brand Trust ◽  
Ethical Perceptions ◽  
Chinese Consumers ◽  
Content Type ◽  
Highly Educated ◽  
Mediating Role

Purpose Most business-related studies on ethics focus on consumers in developed western economies but ignore developing economies. Therefore, to fill this void in the literature and address the concerns of prior studies, the purpose of this paper is to examine the ethical perceptions of Chinese consumers as an example of effective and efficient management of company/brand strategies in an economy experiencing rapid socioeconomic growth. Design/methodology/approach This study examines 328 Chinese consumers’ purchase intentions based on their ethical perceptions toward Apple and P&G through mediating (i.e. consumer–corporate identification (CCI) and brand trust) and moderating (i.e. consumer gender, age, education and residence) effects. Structural equation modeling is used to analyze the constructs and overall model. Findings The ethical perceptions of consumers translate into purchase intentions, both at the corporate and product brand levels. Similarly, a significant direct relationship between CCI and brand trust reveals that corporate-level ethical identification is a trivial matter to customers, although these perceptions do apply to product brands under a corporate umbrella. Furthermore, to identify target groups of Chinese consumers who are receptive to ethical appeals, moderating variables were found to be useful. Originality/value The results confirm that the mediating role of CCI is more influential in the context of Chinese consumers’ ethical perceptions, followed by brand trust. In relation to demographics, ethical perceptions affect CCI and brand trust more positively in females and highly educated consumers in China. Similarly, the relationship between consumers’ ethical perception and their trust in brand is revealed more influential in urban residents than they do in rural. This broadens the applications and contexts of this research model. The results provide managerial guidance on enhancing potential ethical perceptions.

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