scholarly journals WHAT IS MORE EFFECTIVE? SINGLE CELEBRITY VERSES MULTIPLE CELEBRITY: A STUDY ON RELATIVE EFFECTIVENESS OF BOTH TYPE OF PRINT ADVERTISEMENTS ON CONSUMERS’ PERCEPTION

2015 ◽  
Vol 3 (9) ◽  
pp. 23-35
Author(s):  
ShethBhagyashree H. ◽  
Sandip Solanki
Keyword(s):  
Purchase Intention ◽  
Print Media ◽  
Positive Impact ◽  
Soft Drink ◽  
Research Question ◽  
Relative Effectiveness ◽  
Product Category ◽  
Print Advertisements ◽  
Consumer Purchase Intention ◽  
The Impact

The Study is mainly done to find out the relative effectiveness of Single Celebrity endorsed Advertisement and multiple Celebrity endorsed Advertisement in influencing the perception of consumers (i.e. attitude towards advertisement, attitude towards celebrity and attitude towards advertised product). Further, the Study is done for the Same Product and for the low involvement Product especially Soft drinks. Given the purpose of the study, the descriptive research technique is used. In the Study, Low-involvement Product Category is considered and two type of endorsed Advertisements (Single Celebrity and Multiple Celebrity) are used and the study is done on 200 Consumers. Created Print Advertisements are used as stimuli. The study suggest that for low-involvement product category specifically Soft-drink especially in case of  Print media, advertisements endorsed by multiple celebrities has more favourable/positive impact in influencing the Perception of consumers (i.e. attitude towards advertisement, attitude towards celebrity and attitude towards advertised product) as compared to advertisements endorsed by Single celebrity.   Limitation of the study is that it is restricted/confined to the selected city of Gujarat and therefore the findings may or may not be generalized to the other cities or states of the country. A major implication from the findings for the managers or advertising agencies is that as the number of celebrities increases in the advertisement, the impact of advertisement in creating positive attitude towards advertisement increases, also the consumer purchase intention for the advertised product and the consumer’s perception towards celebrity’s credibility, trustworthiness, attractiveness and expertise increases for the low-involvement Soft drink Product especially in case of Print media.   The contribution of the study is in addressing an area that has not been very well researched yet, and in addressing a research question that has not been investigated properly.

Conspicuous consumption: impact of narcissism and need for uniqueness on self-brand and communal-brand connection with public vs private use brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Reza Fazli-Salehi ◽  
Ivonne M. Torres ◽  
Rozbeh Madadi ◽  
Miguel Ángel Zúñiga
Keyword(s):  
Purchase Intention ◽  
Visual Cues ◽  
Positive Impact ◽  
Product Category ◽  
Brand Names ◽  
Self Concept ◽  
Future Research ◽  
Content Type ◽  
Need For Uniqueness ◽  
The Impact

Purpose The purpose of this study was to explore the impact of self-related traits on consumer self-brand connection (SBC) and communal-brand connection (CBC) in public vs private consumption. Marketing practitioners will benefit by understanding the consumer traits that can be triggered and focused on in advertising campaigns. Moreover, it is important to know which traits have a significant impact on each product category section (i.e. public vs private use). Design/methodology/approach An experiment used a between-subjects design with two randomized blocks of publicly used brands and privately used brands. Within each block, the relationship between independent variables (narcissism and need for uniqueness [NFU]) and dependent variables (SBC, CBC and purchase intention) were analyzed using SmartPLS. Findings The results showed that narcissism has a significant positive impact on consumers’ SBC for publicly consumed products, no effect was found for CBC. NFU shows a significant positive impact on SBC and CBC for both categories. The results also showed a positive impact for SBC on purchase intention, no effect was found for CBC. Research limitations/implications Future research can examine brand names that people favor the most and test whether individuals’ narcissism and NFU is influential on their SBC and CBC with the brands, regardless of the exposure to the visual cues provided in this paper. Moreover, there are more behavioral outcomes that need examination. For example, it would be fruitful to see whether attitude toward the ad, or brand attitude are affected by consumers’ narcissism and NFU. Practical implications The results contribute to the effectiveness of advertising in different industries. For instance, brand managers and marketing practitioners can benefit by understanding which product types are more attractive to consumers based on their tendency toward uniqueness. Moreover, narcissism is another common trait that can be used to target consumers. Thus, certain product types may be more attractive to consumers based on their narcissism tendencies. Originality/value Despite the popularity of SBC and CBC research, there is limited knowledge about the consumer traits which can stimulate and enhance these concepts. As such, an important question that needs to be addressed is: “What consumer personality traits lead to higher SBC and CBC?” When it comes to self-concept, a limited number of studies exist that explore the actual types of personality or self-concept that generate a desired connection between the “self” and brands.

The impact of retailers' indoor environmental quality on consumer purchase decision

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Van Thac Dang ◽  
Ninh Nguyen ◽  
Jianming Wang
Keyword(s):  
Environmental Quality ◽  
Purchase Intention ◽  
Positive Impact ◽  
Equation Modeling ◽  
Indoor Environmental Quality ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Hedonic Experience ◽  
The Impact ◽  
The Relationship

PurposeA review of 67 articles in the indoor environmental quality (IEQ) literature published from 2010 to 2020 reveals that none of prior studies have determined the IEQ of physical retailers and its impact on consumers. To fill such a gap, this study investigates the influence of physical retailers' IEQ on consumer purchase intention. The mediating roles of hedonic experience and perceived brand value (PBV) in this relationship are also determined. Furthermore, the moderating effect of perceived service quality (PSQ) on the link between physical retailers' IEQ and PBV is clarified in this study.Design/methodology/approachThis study uses structural equation modeling (SEM) to analyze a sample data of 996 consumers in China.FindingsResults show that physical retailers' IEQ has a positive impact on consumer purchase intention. Hedonic experience mediates the link between IEQ and purchase intention. PBV also mediates the relationship between IEQ and purchase intention and that between hedonic experience and purchase intention. In addition, PSQ moderates the relationship between IEQ and PBV.Originality/valueTo the best of the authors’ knowledge, this study is the first to determine the impact of IEQ on consumers in the physical retailer context. Specifically, this study enriches our knowledge about the relationship between physical retailers' IEQ and consumer purchase intention with the mediating and moderating mechanisms of hedonic experience, PBV and PSQ. The findings fill the research gaps in the IEQ literature that has ignored the impact of IEQ on consumers' perception and behavioral intention in the physical retailer context. Furthermore, this research provides evidence for retailer managers to understand and improve physical stores' IEQ.

scholarly journals eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

2021 ◽  
Vol 16 (5) ◽  
pp. 1612-1630
Author(s):  
Salvador Bueno ◽  
M. Dolores Gallego
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Positive Impact ◽  
Equation Modeling ◽  
Research Model ◽  
Argument Quality ◽  
The Impact

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement

2020 ◽  
Vol 6 (2) ◽  
pp. 87-91
Author(s):  
Hartiwi Prabowo ◽  
Rini Kurnia Sari ◽  
Stephanie Bangapadang
Keyword(s):  
Social Network ◽  
Data Collection ◽  
University Students ◽  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.

scholarly journals Analysis of Green Marketing Tools towards Consumer Purchase Intention in Kathmandu

2018 ◽  
Vol 1 (1) ◽  
pp. 37
Author(s):  
Shulov Shrestha
Keyword(s):  
Hypothesis Testing ◽  
Purchase Intention ◽  
Green Marketing ◽  
Primary Data ◽  
Green Products ◽  
The People ◽  
Consumer Purchase Intention ◽  
Green Packaging ◽  
The Impact ◽  
Structured Questionnaire

<p>The main purpose of this study is to examine the impact of green marketing tools on product choice and how green initiatives influence purchase intention of consumers. The research also attempts to examine the relationship between age, income, education, and occupation with consumer purchase intention in association with green marketing tools. The study is descriptive in nature and focuses on hypothesis testing using structured questionnaire and interview. Structured questionnaire is used to collect primary data from a sample size of 120 respondents focusing on employed, self-employed, students and homemakers. These groups are assumed to represent green purchase in today’s society. However, opinions of marketing professionals have also been considered. The survey population represents the people who go for shopping; data have also been collected from the point of purchase. Green purchase intention was seen to be incremental considering the increase in the level of education of individuals. Green marketing tools i.e., environmental belief, green packaging, green branding, green advertisement, green labelling has been taken into account to observe its significance towards consumer purchase intention. Likert scale questions with five-scalerating were used to do the hypothesis testing. The questions included statements in conjunction with the measure of green marketing tool’s influence over consumer purchase intention. The research revealed that green marketing tools played a significant role in inducing a positive purchase intention towards green products. While there exists growing preference towards green products, price plays a major role in product purchase.</p><p>Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 37-57</p>

scholarly journals An Empirical Study on the Impact of E-Commerce Live Features on Consumers’ Purchase Intention: From the Perspective of Flow Experience and Social Presence

Information ◽  
2021 ◽  
Vol 12 (8) ◽  
pp. 324
Author(s):  
Haijian Wang ◽  
Jianyi Ding ◽  
Umair Akram ◽  
Xialei Yue ◽  
Yitao Chen
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Focus Of Attention ◽  
Equation Modeling ◽  
Flow Experience ◽  
Live Broadcast ◽  
Modeling Data ◽  
The Impact

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.

scholarly journals THE IMPACT OF CONTEXTUAL MOBILE ADVERTISING ON CONSUMER PURCHASE INTENTION

2021 ◽  
Author(s):  
SONG-SONG ZHAO
Keyword(s):  
Purchase Intention ◽  
Past Research ◽  
Advertising Effectiveness ◽  
Mobile Advertising ◽  
Purchasing Intention ◽  
Development Direction ◽  
Contextual Advertising ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Practical Implications

Contextual mobile advertising, which has the advantages of strong interactivity and immersive experience, will be the development direction of Internet advertising in the future. Although past research has explored the effects of contextual mobile advertising, little research has studied the effect on consumers’ behavior from the perspective of contextual advertising traits. Thus, this study combined the Scene Theory and the Theory of Planned Behavior to construct the model of advertising effectiveness mechanism. By analyzing survey data from a representative sample of 340 mobile consumers, the validity of the model was proved. The results showed that contextual stimulation, contextual interaction, and content accuracy, as contextual factors in mobile advertising, can positively influence consumers’ attitudes toward mobile advertising, which in turn stimulate purchasing intention. The theoretical and practical implications of these findings were also discussed.

scholarly journals Exploring the Factors Affecting the Purchase Likelihood of e-Tailer Private Labels.

2021 ◽  
Author(s):  
Yeswanth Yerrabapu
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Purchase Intentions ◽  
Private Labels ◽  
Factors Affecting ◽  
Consumer Ratings ◽  
Product Manufacturing ◽  
Online Consumer ◽  
Purchase Likelihood ◽  
The Impact

<p><b>In today’s extremely competitive retail marketplace environment, developing and managing profitable private label offerings has become significant for most retailing companies. The purpose of this paper is to understand the influence of e-tailer reputation, product manufacturing country favourability, and online consumer rating on the purchase likelihood of e-tailer private labels. We find that product online consumer ratings positively impact the purchase intention of the private labels. E-tailer reputation has shown a positive impact on the future purchase intentions whereas, country favourability’s effect is found at the time of actual purchase of e-tailer private labels. Being the first research to study the impact of country favourability, e-tailer reputation on e-tailer private labels, this paper offers some insights to the e-tailers. </b></p>

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.

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