scholarly journals Shopping Motivation on Purchase Intention: Can Loyalty Program and Corporate Image Enhance Such Relationship?

2014 ◽  
Vol 2 (3) ◽  
pp. 154-169
Author(s):  
Rahmawati Rahmawati ◽  
Ben Roy Do
Keyword(s):  
Purchase Intention ◽  
Corporate Image ◽  
Loyalty Program ◽  
Image Enhance ◽  
Shopping Motivation

scholarly journals The impact of experiential augmented reality applications on fashion purchase intention

2018 ◽  
Vol 48 (5) ◽  
pp. 433-451 ◽  
Author(s):  
Anna Watson ◽  
Bethan Alexander ◽  
Leyla Salavati
Keyword(s):  
Augmented Reality ◽  
Purchase Intention ◽  
Affective Response ◽  
Purchase Behavior ◽  
Research Approach ◽  
Snowball Sampling ◽  
Content Type ◽  
Shopping Motivation ◽  
Hedonic Shopping ◽  
The Impact

Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship. Design/methodology/approach An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping. Findings The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show that this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response. Research limitations/implications Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings. Practical implications Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments. Originality/value The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.

scholarly journals The Halo Effect of CSR Activity: Types of CSR Activity and Negative Information Effects

2019 ◽  
Vol 11 (7) ◽  
pp. 2067 ◽  
Author(s):  
Chang-Hyun Jin ◽  
Jung-Yong Lee
Keyword(s):  
Purchase Intention ◽  
Negative Information ◽  
Halo Effect ◽  
Corporate Image ◽  
Consumer Attitude ◽  
Environmental Preservation ◽  
Activity Types ◽  
Negative Publicity ◽  
Corporate Social ◽  
A Company

This study attempts to assess the role of the polarity of information or publicity about a company (whether positive, negative, or neutral) and two CSR activities (e.g., environmental preservation and supporting social welfare in developing countries) in the relationships between consumers and brands and also to investigate how a corporate image, as perceived by consumers, affects the formation of an image of a company or brand through the halo effect of Corporate Social Responsibility (CSR) activity. An experimental design was used to test the hypotheses. A group of subjects who were exposed to negative publicity about a company showed a change in average values in their attitudes toward the brand, purchase intention, corporate image, attitude to the CEO, and brand loyalty. The formation of attitudes or images changed more positively when the type of CSR activity involved was closely related to a company’s corporate image. The results of the analysis used to test the halo effect of a company’s CSR activity indicate that corporate CSR activity is closely related to consumer attitude formation or changes in perceptions of a company. The results of this study provide an opportunity to assess the importance of negative information about a company or product, as well as types of CSR activity that affect image formation. The study suggests that only CSR activities that are highly congruent with a company’s image or its products can produce positive and amicable reactions from consumers through the halo effect.

Importance of corporate image for domestic brands moderated by consumer ethnocentrism

2019 ◽  
Vol 29 (3) ◽  
pp. 257-272 ◽  
Author(s):  
Weichen Teng
Keyword(s):  
Product Quality ◽  
Corporate Branding ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Corporate Image ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Positive Effects ◽  
Branding Strategies ◽  
Corporate Ability

Purpose Although consumers’ tendency to support domestic companies by buying local products is growing, few studies discuss the corporate branding for domestic brands. This study aims to help domestic brands develop corporate branding strategies by examining the effects of corporate image of domestic brands on customers’ purchase intentions. Design/methodology/approach This study investigates various aspects of corporate image, including product quality, corporate ability, corporate social responsibility (CSR) and local-customer-first (a measure that is identified in this study). It conducts a survey (N = 283) and tests eight hypotheses with bivariate regression analyses with SPSS, Hayes’ PROCESS macro and structural equation modelling with AMOS to identify significant relationships. Findings The results show that all aspects of corporate image have significant positive effects on customers’ purchase intentions towards domestic brands. However, the effect of CSR image on purchase intention is fully mediated by the corporate ability and product quality images, whereas consumer ethnocentrism moderates the corporate ability and local-customer-first images. Originality/value This study contributes to the literature by examining the effect of corporate image on customers’ domestic brand purchase intentions in emerging economies when the product quality image in the country is low. This study also identifies a new factor, local-customer-first, and its positive effect on purchase intention. It is recommended that domestic brands strengthen their CSR, corporate ability and local-customer-first images to gain local customers’ support. Furthermore, it is found that corporate ability and local-customer-first are more highly valued by ethnocentric consumers. These findings can help domestic brands develop corporate branding strategies.

Green Innovation and Ethical Responsibility

2018 ◽  
Vol 3 (1) ◽  
pp. 35-52 ◽  
Author(s):  
Harsh Tullani ◽  
Raiswa Saha ◽  
Richa Dahiya
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Positive Impact ◽  
Purchase Intentions ◽  
Corporate Image ◽  
Ethical Responsibility ◽  
Green Innovation ◽  
Holistic View ◽  
The Public ◽  
Study Results

The article aims at finding whether it's green innovation or ethical consideration of the business that predominantly affects consumer's choice for green purchase intentions. Does it act as a precursor to green marketing practices, and how it can impact consumers green purchase intentions? This article contributes a conceptual model focusing on three main variables under study i.e., green innovation, ethical responsibility and green purchase intentions. The study employs qualitative literature review followed by a quantitative survey of 250 consumers through 7-point Likert scale. The study results support that ethical responsibility has a positive impact on green purchase intentions. Green innovation has also got a positive relationship with green purchase intentions. However, green innovation and ethical responsibility are also significantly associated with green purchase intention. In a nutshell, both factors conjointly affect consumer's green purchase intentions. The study has functional and social implications for policymakers, citizen action public, businesses, stakeholders and the public in general. Environmental awareness, sense of trust & corporate image can be studied as a mediator or moderator to get a holistic view of the phenomenon. As per the understanding of the researchers, this is a naive study that explores, tests and contributes an empirically tested conceptual model supporting the combined effect of ethical responsibility and green innovation on green purchase intentions.

Relationship among China’s country image, corporate image and brand image

2019 ◽  
Vol 2 (1) ◽  
pp. 34-49 ◽  
Author(s):  
Qingji Fan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Corporate Image ◽  
Country Image ◽  
Chinese Enterprises ◽  
Content Type ◽  
Four Dimensions ◽  
Theoretical Evidence ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

scholarly journals The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies

2020 ◽  
Vol 12 (15) ◽  
pp. 5979
Author(s):  
Hsiang Te Liu ◽  
Ruey-Chyn Tsaur
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Theory Of Reasoned Action ◽  
Reasoned Action ◽  
Corporate Image ◽  
Human Beings ◽  
Role Of Government ◽  
Government Subsidies ◽  
The Government ◽  
Willingness To Purchase

Smartphones have become indispensable for human beings today. However, with mobile phone manufacturers updating existing models or launching new models every year, consumers tend to keep replacing their phones with the latest versions, resulting in an excessive waste of resources. These days, most governments worldwide emphasize energy conservation and carbon reduction. If pre-owned smartphones are refurbished or repaired, the excessive waste of resources can be reduced. Such recycling can positively enhance corporate image, while ensuring that consumer needs are met. Thus, to explore consumers’ willingness to purchase such “green” smartphones, this study uses the theory of reasoned action (TRA) to explore consumers’ purchase intentions and understand how brand equity, green marketing, as well as consumer’s green awareness and attitude influence this intention. This research also investigates the role of government subsidies as a moderator affecting consumers’ willingness to purchase green smartphones. The results indicate that, in general, consumers are willing to purchase green smartphones, the direct effect of brand equity on purchase intention is significant, and government subsidies have significant moderating effects. Therefore, it is recommended that the government cooperate with enterprises. The cooperation can be aimed at promoting green products as well as subsidizing consumers, to increase their willingness to purchase green smartphones.

Sign in / Sign up

Export Citation Format

Share Document