The Effect of Celebrity Endorsement on Consumer Purchase Intention: The Mediating Role of Brand Loyalty

2020 ◽  
Vol 10 (06) ◽  
pp. 1016-1021
Author(s):  
Rarina Mookda ◽  
Sanan Waheed Khan ◽  
Sirichanok Intasuwan ◽  
Sirikanya Chotchoung
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Celebrity Endorsement ◽  
Mediating Role ◽  
Consumer Purchase Intention

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.

scholarly journals The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention

2021 ◽  
Vol 8 (1) ◽  
pp. 107
Author(s):  
Ahmad Firman ◽  
Gunawan Bata Ilyas ◽  
Heru Kreshna Reza ◽  
Setyani Dwi Lestari ◽  
Aditya Halim Perdana Kusuma Putra
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Consumer Confidence ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Mediating Role ◽  
Indirect Influence ◽  
Customer Trust

This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.

The effect of private label brand credibility on consumer purchase intention: the mediating role of relational variables

2020 ◽  
Vol 7 (5) ◽  
pp. 471
Author(s):  
Najeeb Ullah Shah ◽  
Rajni Selvaraj ◽  
Nik Mohd Hazrul Nik Hashim ◽  
Nor Asiah Omar ◽  
Arawati Agus
Keyword(s):  
Purchase Intention ◽  
Private Label ◽  
Mediating Role ◽  
Brand Credibility ◽  
Consumer Purchase Intention

scholarly journals Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

2014 ◽  
Vol 1 (4) ◽  
pp. 1-8 ◽  
Author(s):  
Raja Ahmed Jamil ◽  
Syed Rameez ul Hassan
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Celebrity Endorsement ◽  
Key Factors ◽  
Marketing Environment ◽  
Strong Product ◽  
Intent To Purchase ◽  
Intention To Purchase ◽  
Consumer Purchase Intention ◽  
Product Perception

Advertisement by Involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. A sample of 300 was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Similar and competitive brands are chosen which are endorsed by Pakistani and Indian Celebrities separately. Results of the study showed that endorsement through local and Indian celebrities has similar and not much significant influence on purchase intention in Pakistan, with no major difference by country origin of celebrity. In the study consumer celebrity relationship is assessed and confirms that attributes of celebrity (Local or Indian) are not much important for intent to purchase for existing products but quality, brand image and brand loyalty are the key factors for intention to purchase. Implication for research and practice are discussed.

The effect of private label brand credibility on consumer purchase intention: the mediating role of relational variables

2020 ◽  
Vol 7 (5) ◽  
pp. 471
Author(s):  
Arawati Agus ◽  
Najeeb Ullah Shah ◽  
Nor Asiah Omar ◽  
Rajni Selvaraj ◽  
Nik Mohd Hazrul Nik Hashim
Keyword(s):  
Purchase Intention ◽  
Private Label ◽  
Mediating Role ◽  
Brand Credibility ◽  
Consumer Purchase Intention

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.

scholarly journals The Effect of Corporate Social Responsibility (CSR) Activities on Consumers Purchase Intention in China: Mediating Role of Consumer Support for Responsible Business

2017 ◽  
Vol 9 (1) ◽  
pp. 73 ◽  
Author(s):  
Naveedullah Mulaessa ◽  
Hong Wang
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Positive Influence ◽  
Consumer Attitude ◽  
Mediating Role ◽  
Consumer Purchase Intention ◽  
Corporate Social ◽  
Buying Behaviors

Corporate social responsibility (CSR) has demonstrated the positive influence on consumer attitudes and buying behaviors. However the questions worth investigating are “how different CSR types influence consumer purchase intention?” Also, how does firm’s overall CSR lead to consumer purchase intention? The purpose of this investigation is to examine the intervening mechanism between CSR and consumer purchase intention. We expect consumer support for responsible business (CSRB) mediates the relationship between CSR and consumer purchase intention. We tested the hypotheses with data from dyad sample of 200 firms’ representatives and consumers from apparel industry in China. The result supported the hypothesized relationships between CSR, CSRB, and consumer purchase intention. Findings of this study contribute to the CSR and consumer attitude research. This study also discusses the theoretical and practical implications of the findings.

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