scholarly journals Pengaruh Dukungan Endorser Dan Brand Familiarity Terhadap Perception Of Purchase Risk Dan Dampaknya Pada Niat Beli Produk Brand Extension

2016 ◽  
Vol 7 (2) ◽  
Author(s):  
Lialutfi Mayangsari ◽  
Y. Lilik Rudianto
Keyword(s):  
Purchase Intention ◽  
Brand Extension ◽  
Purchase Intentions ◽  
Factorial Experimental Design ◽  
Perception Of Risk ◽  
Brand Familiarity ◽  
Brand Advertising ◽  
Parent Brand ◽  
Significant Difference ◽  
Main Effect

At this time, the firms faced tight competition. The firms expected to manage the resources possessed to be able to win the competition. One method used to develop the brand with the expansion of related or unrelated to the parent brand. This strategy is done by utilizing the parent brand advertising campaign media. In the advertising, usually raises the figure endorser such as a celebrityor not to display the endorser with a familiar brand or unfamiliar brand. By looking at the ads with display support different endorser and brands make different consumer response to the perception of risk purchase that ultimately led to purchase intention the product extension.This study was conducted to investigate the effect of endorser support and brand familiarity to perception of purchase risk and its impact on purchase intention of brand extension products. This study tried to see the main effect of the  variables and its interactions with the effect that using a factorial experimental design 2 (endorser support) x 2 (brand familiarity) with between subject methods. Data were obtained from 120 respondents who are students of S1 Management Faculty of Economics and Business, University of Airlangga.The analysis showed that there were no significant difference from the endorser support and there are significant differences from the brand familiarity on perception of purchase risk and there is no interaction effect between the endorser support and brand familiarity for reduces the perception of risk perceived by consumers. Perception of risk purchase also significantly influence consumer purchase intentions on the product brand extension.

scholarly journals THE INFLUENCE OF COUNTRY IMAGE, BRAND FAMILIARITY, PRODUCT QUALITY, AND SOCIAL INFLUENCE TOWARDS PURCHASE INTENTION : THE CASE STUDY OF SAMSUNG

2021 ◽  
Vol 8 (1) ◽  
Author(s):  
Michael Rusiviro Jacob ◽  
Pauline Henriette Pattyranie Tan
Keyword(s):  
Social Influence ◽  
Product Quality ◽  
Market Share ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Country Image ◽  
Brand Familiarity ◽  
Convenience Sampling

Abstract:  The smartphone industry has grown rapidly in recent years, and one of the market leaders is Samsung. Over the past few years, Samsung has been remaining as the top brand in the smartphone industry worldwide and has maintained its market share in the world. However, this is not the case in Indonesia. In recent years, Samsung in Indonesia has also experienced a dwindling market share, that is why it is interesting to conduct in-depth research on its consumer purchase intentions. Therefore, this study utilizes Country Image, Product Quality, Brand Familiarity as independent variables to explore their influence on Samsung smartphone purchase intentions to examine the nature of Samsung’s consumer purchase intentions and then to provide some recommendations on how Samsung can increase its market share in Indonesia. This study used primary data by using convenience sampling. The data analysis used Structural Equation Modeling (SEM) through SmartPLS and the results showed that Product Quality, Brand Familiarity, and Social Influence had a positive and significant effect on Purchase Intention, while the State Image proved insignificant. Abstrak: Industri smartphone telah berkembang pesat dalam beberapa tahun terakhir, dan salah satu pemimpin pasarnya adalah Samsung. Selama beberapa tahun terakhir, Samsung telah bertahan sebagai merek teratas dalam industri ponsel pintar di seluruh dunia dan telah mempertahankan pangsa pasarnya di dunia. Namun tidak demikian halnya di Indonesia. Dalam beberapa tahun terakhir, Samsung di Indonesia juga mengalami pangsa pasar yang semakin menipis, oleh karena itu menarik untuk dilakukan penelitian mendalam tentang niat beli konsumennya. Oleh karena itu, penelitian ini memanfaatkan Country Image, Kualitas Produk, Brand Familiarity sebagai variabel independen untuk mengeksplorasi pengaruhnya terhadap niat beli smartphone Samsung untuk mengetahui sifat niat beli konsumen Samsung dan kemudian memberikan beberapa rekomendasi bagaimana Samsung dapat meningkatkan pangsa pasarnya di Indonesia. Penelitian ini menggunakan data primer dengan menggunakan convenience sampling. Analisis data menggunakan Structural Equation Modeling (SEM) melalui SmartPLS dan hasil penelitian menunjukkan bahwa Kualitas Produk, Keakraban Merek, dan Pengaruh Sosial berpengaruh positif dan signifikan terhadap Niat Membeli, sedangkan Citra Negara terbukti tidak signifikan  Keywords:  International business, global marketing, consumer behaviour, purchase intention, country image, product quality, brand familiarity, social influence Kata Kunci:    Bisnis internasional, pemasaran global, perilaku konsumen, niat membeli, citra negara, kualitas produk, keakraban merek, pengaruh sosial

Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

2019 ◽  
Vol 20 (3) ◽  
pp. 190-207 ◽  
Author(s):  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar ◽  
Rambalak Yadav
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Control Group ◽  
Brand Attitudes ◽  
Content Type ◽  
Advertising Appeals ◽  
Product Categories ◽  
Brand Advertising ◽  
Young Consumers

Purpose This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers. Design/methodology/approach On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated. Findings The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories. Originality/value The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

scholarly journals Does the Endorser’s Nationality Matter? An Investigation of Young Taiwanese Consumers’ Selecting Smartphone

2015 ◽  
Vol 8 (11) ◽  
pp. 49 ◽  
Author(s):  
Chen-Yu Lin ◽  
Peng-Jui Chen ◽  
Li-Wei Wu ◽  
Ting-Hsiang Tseng
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
New Products ◽  
Purchase Intentions ◽  
Celebrity Endorsement ◽  
Consumer Animosity ◽  
Significant Difference ◽  
Celebrity Endorser ◽  
Positive Effect ◽  
Specific Country

The use of a wrong celebrity endorser may boost the animosity of local consumers toward a specific country with a complex consumer animosity. Thus, this study aims to examine whether the match or mismatch between the endorser’s nationality and the brand’s country of origin affects consumers’ purchase intention. We use an experimental study to investigate the purchase intention of young Taiwanese consumers toward Korean smartphone brand “Samsung”. Results indicate that the endorser’s nationality does matter. While celebrity endorsement has a consistent positive effect on purchase intention, the effect of the endorser’s nationality varies. Specifically, using domestic celebrity as an endorser has more advantage in enhancing the purchase intentions of consumers who are neutral and dislike Korea than using a foreign celebrity. However, an endorser’s nationality has no significant difference among young Taiwanese consumers who like the Korean culture. Smartphone producers such as Samsung and LG can use the results to promote their new products in a foreign country such as Taiwan and Japan with a complex consumer animosity.

scholarly journals Impact of Cultural Advertisements on Attributes Towards Brand, Advertising And Purchase Intentions

2015 ◽  
Vol 3 (2) ◽  
pp. 87-99
Author(s):  
Ayesha Amjad ◽  
Hafiz Saqib Mehmood Najmi
Keyword(s):  
Factor Analysis ◽  
Regression Analysis ◽  
Form Factor ◽  
Purchase Intention ◽  
Positive Impact ◽  
Vital Role ◽  
Purchase Intentions ◽  
Brand Advertising ◽  
Questionnaire Form ◽  
The Impact

This paper aims at investigating the impact of cultural ads on the consumer behavior towards different products like their attributes towards brand, attribute towards advertisement and purchase intention. Culture plays very vital role while selecting the products. This paper tests the efficiency and importance of the cultural ads. Data has been collected from 160 respondents in questionnaire form. Factor analysis, ANOVA, Regression Analysis and CronBach’s Alpha were run in SPSS to verify the devised model. Significant results were deduced to enforce the hypotheses that cultural ads do have impact on attributes towards brand and attribute towards advertisement, but not for purchase intention. Further research can be conducted in this research by changing the demographics of respondents and expanding the research horizon to check the significance of cultural ads in marketing and promotion. Further aspects of culture can also included to determine how culture can have positive impact on purchase intentions.

Near-shoring versus far-shoring: effects on customer perceived quality and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Annarita Colamatteo ◽  
Fabio Cassia ◽  
Marcello Sansone
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Quality ◽  
Content Type ◽  
Brand Familiarity ◽  
Significant Difference ◽  
High Level ◽  
Corporate Social ◽  
New Evidence ◽  
Benefits And Costs

PurposeDriven by the disruptive effects of the Covid-19 pandemic, the ongoing debate about the international location of firms' manufacturing activities has increasingly highlighted the specific benefits and costs of near-shoring versus far-shoring. However, the effects of near-shoring versus far-shoring on customer perceived quality and purchase intention have not been examined. Thus, this study aims to develop a conceptual model and provide new evidence to fill this gap. In particular, the study explores the roles of brand familiarity and corporate social responsibility (CSR) to explain the different levels of perceived quality and purchase intention in relation to near-shoring versus far-shoring.Design/methodology/approachThis study includes two analyses of data collected from a sample of Italian customers. The first analysis consists of a 2 (high/low brand familiarity) × 3 (domestic insourcing, near-shoring, far-shoring) factorial design, and data are assessed via analyses of variance (ANOVA). The second analysis evaluates the suggested model in the two scenarios (near-shoring and far-shoring) via partial least squares–structural equation modelling (PLS-SEM) multigroup analysis.FindingsResults showed that customer perceived quality and purchase intention were significantly higher for near-shoring than for far-shoring, but only when brand familiarity was low. No significant difference was found for participants with a high level of brand familiarity. In addition, the level of a brand's pre-offshoring perceived CSR was negatively related to perceived quality, and this was conceptually justified by the CSR-washing effect. Again, this effect was found only when brand familiarity was low.Research limitations/implicationsThe findings contribute to advancing the current understanding of the multiple effects of the offshoring decision and clarify that near-shoring and far-shoring have different effects for customers with low brand familiarity. The findings also emphasise that the far-shoring decision can elicit the perception of decoupling between the firm's CSR claims and CSR actions, thus decreasing perceived quality.Practical implicationsThis study provides managers with additional inputs to make more informed decisions regarding offshoring. While the post-pandemic scenario seems to favour near-reshoring over far-shoring due to agility considerations, this study also provides additional evidence of the superiority of near-reshoring from the customer's perspective.Originality/valueThis is the first study to examine and prove the differential effects of near-shoring versus far-shoring on the customer's perceptions and behaviours.

scholarly journals Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

2019 ◽  
Vol 28 (4) ◽  
pp. 502-514
Author(s):  
Sara Catalán ◽  
Eva Martínez ◽  
Elaine Wallace
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Research Model ◽  
Content Type ◽  
Brand Familiarity ◽  
Dependent Variables ◽  
Flow Game

Purpose This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming. Design/methodology/approach Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model. Findings The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions. Research limitations/implications The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most. Originality/value This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.

scholarly journals Impact of Violent Experiences and Social Support on R-NSSI Behavior among Middle School Students in China

2021 ◽  
Vol 18 (7) ◽  
pp. 3347
Author(s):  
Kun Liu ◽  
Xueyan Yang ◽  
Moye Xin
Keyword(s):  
Social Support ◽  
Influencing Factors ◽  
Empirical Support ◽  
Female Students ◽  
Male Students ◽  
Male And Female ◽  
Self Injury ◽  
Significant Difference ◽  
Main Effect ◽  
Nonsuicidal Self Injury

Repetitive nonsuicidal self-injury (R-NSSI) is an extreme manifestation of nonsuicidal self-injury (NSSI) behavior that causes bodily harm and emotional and personality disorders. It is a growing concern, especially among adolescents; therefore, this study aims to provide empirical support for effective interventions on R-NSSI behavior among adolescents in China. We used data of about 1180 students from a survey conducted in seven middle schools in Xi’an, China, and applied multiple logistic regression to analyze NSSI and R-NSSI among male and female students, including their influencing factors. We found no significant difference between male and female students’ R-NSSI; however, regarding influencing factors, male students had more violent experiences and less social support than female students. Parental and familial factors played the most prominent role in social support. Social support was found to be a main-effect mechanism in the effect of violent experiences on R-NSSI among male students, whereas the mechanism had both a main effect and a certain buffer effect among female students. R-NSSI was found to be more prevalent among younger children, children with siblings, and those with romantic relationship experiences. We also found that healthy adolescent development involves the participation of families and schools. Health education should be conducted according to the students’ sex and characteristics.

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

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