"The Effect of Ethical Marketing Activities on Consumer’s Brand Preference and Purchase Intention: Focusing on Vietnamese Customer"

2020 ◽  
Vol 11 (5) ◽  
pp. 2601-2614
Author(s):  
Bea Subin ◽  
Lee Kwangbae ◽  
Jeong Yunha ◽  
Kim Hongyoung
Keyword(s):  
Purchase Intention ◽  
Brand Preference ◽  
Ethical Marketing ◽  
Marketing Activities

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

SOCIAL RESPONSIBILITY AS AN INTEGRAL COMPONENT OF MODERN BUSINESS

2017 ◽  
Author(s):  
Zoya Ostropolska ◽  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Factors ◽  
Business Culture ◽  
Business And Society ◽  
Strategic Approach ◽  
Ethical Marketing ◽  
Modern Business ◽  
Marketing Activities ◽  
Corporate Social

The problems of formation and development of social responsibility of business in social, historical, ethical, marketing aspects are considered; the theoretical and practical components of the problem of formation of social responsibility are determined, the main advantages of realization of social responsibility for business and society are defined, the degree of urgency of this process is outlined; attention is paid to the main problems of social responsibility in terms of marketing activities of the enterprise and the shift of emphasis to a narrow purely marketing approach, the basis and content of which is the management of the image and reputation of the organization; emphasis is placed on social responsibility as a component of business culture and ethics; noted that social responsibility as an integral part of modern business can not be effectively implemented without taking into account cultural, historical and social factors; the concept of corporate social responsibility is defined, some concepts related to the concept of corporate social responsibility are outlined; the components and characteristics of social responsibility and directions of its realization are determined; It is noted that the strategic approach to the implementation of social responsibility is more typical for modern business, which in turn is an integral part of the strategy of sustainable development.

scholarly journals Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model

2019 ◽  
Vol 11 (20) ◽  
pp. 5549
Author(s):  
Hsin-Hui Lee ◽  
Chia-Hsing Liang ◽  
Shu-Yi Liao ◽  
Han-Shen Chen
Keyword(s):  
Social Network ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Behavior Model ◽  
Hedonic Value ◽  
Internet Users ◽  
Marketing Activities ◽  
Convenience Sampling ◽  
The Impact

The proliferation of Internet has accelerated the dissemination of information, which has given birth to the term “Internet meme”. Social network is one of the pivotal media in spreading an Internet meme. Marketers utilize Internet memes to carry out marketing activities to significantly improve their Internet exposure. We thus verify whether consumers generate purchase intention after being attracted to an Internet meme, as no such research prevails. We employ the value–attitude–behavior model as its theoretical core and discuss how the values formed by consumers under the impact of an Internet meme influence their purchasing behaviors through their attitudes. The participants of the study are Internet users who are habitual to checking Facebook. We adopted convenience sampling and developed 380 valid questionnaires. Structural equation modeling is applied to verify the study’s hypotheses. The research results reveal that utilitarian and hedonic values influence the Purchase Intention through utilitarian and hedonic attitudes. In light of the aforementioned findings, it is suggested that marketers and relevant participants focus on the hedonic value brought by an Internet meme and design fun and witty Internet memes to attract consumers.

scholarly journals What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

2021 ◽  
Vol 17 (1) ◽  
pp. 89-103
Author(s):  
Massoud Moslehpour ◽  
Taufiq Ismail ◽  
Bey Purba ◽  
Wing-Keung Wong
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Primary Data ◽  
Online Questionnaire ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

Sign in / Sign up

Export Citation Format

Share Document