scholarly journals The Influence of Advertising and E-WOM on Intention to Purchase Bundled Travel Product Through Travel Websites: The Moderating Effect of Website Brand Awareness and Bundled Travel Product Involvement

2020 ◽  
Author(s):  
Jiatong Wu ◽  
Jun Zhang ◽  
Yazhi Mo ◽  
Yang Xu
Keyword(s):  
Moderating Effect ◽  
Brand Awareness ◽  
Product Involvement ◽  
Intention To Purchase ◽  
Travel Websites

The moderating effect of identification on return on investment from sponsor brand integration

2018 ◽  
Vol 19 (1) ◽  
pp. 41-57 ◽  
Author(s):  
Jonathan A. Jensen ◽  
Patrick Walsh ◽  
Joe Cobbs
Keyword(s):  
Return On Investment ◽  
Perceived Value ◽  
Moderating Effect ◽  
Brand Awareness ◽  
Content Type ◽  
Second Screen ◽  
Sport Events ◽  
Brand Integration ◽  
The Impact ◽  
Screen Use

Purpose The achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving trends in the consumption of the live television broadcasts of such events (e.g. increased usage of second screens by consumers) are an important consideration. The purpose of this paper is to examine the impact of second screen use during sport broadcast consumption on important marketing outcomes (i.e. brand awareness and the perceived value and intrusiveness of sponsor brand integration), and whether effectiveness is dependent on the consumer’s level of identification with the sport being broadcast. Design/methodology/approach A 2×2 (experimental/control and high SportID/low SportID) between-subjects experimental design featuring the broadcast of a sport event as the stimuli was utilized to examine a potential interaction effect between sport identification and second screen use on three dependent variables important for sport sponsors. Findings Results confirmed that those with a high level of sport identification realized significantly higher levels of brand awareness for sponsors integrated into the broadcast. However, when consumers were asked to engage in second screen use, the experiment revealed a moderating effect of sport identification on the impact of second screen use, for both brand awareness and the perceived value of the brand integration. Originality/value Consumers with higher levels of sport identification are an important target of sport sponsorship activities by brand marketers. Given this, the implication that second screen use can reduce the effectiveness of important sponsorship-related outcomes such as brand awareness is a sobering result for marketers expecting a positive ROI from sponsorships of sport events.

How consumer mindsets in ethnic Chinese societies affect the intention to buy Fair Trade products

2017 ◽  
Vol 29 (3) ◽  
pp. 553-568 ◽  
Author(s):  
Ghi-Feng Yen ◽  
Ru-Yu Wang ◽  
Hsin-Ti Yang
Keyword(s):  
Fair Trade ◽  
Moral Identity ◽  
Ethical Consumption ◽  
Moderating Effect ◽  
Content Type ◽  
Ethnic Chinese ◽  
Consumption Decisions ◽  
Intention To Purchase ◽  
Chinese Societies ◽  
The Relationship

Purpose The purpose of this paper is to examine how psychological antecedents (i.e. consumer mindsets) and individual difference characteristics (i.e. moral identity) affect the intention to purchase Fair Trade products based on the triadic reciprocal causation model in social cognitive theory (Bandura, 1986). The primary factors that influence ethical consumption decisions in ethnic Chinese societies were explored by integrating the unique cultural environment of the Chinese. Design/methodology/approach The study effective sample comprised university students and professors. Structural equation modelling was used to test the hypotheses and indirect effects. Results showed that moral identity internalization had a mediating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products. Findings A high moral identity symbolization had a moderating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products. This demonstrated that the two dimensions of moral identity, internalization and symbolization, play different roles and have different functions in regards to the intention to purchase Fair Trade products. Research limitations/implications Future studies are urged to examine this issue at a cultural level by performing a cross-cultural comparison and to integrate consumer heterogeneity for a deeper examination of the interaction between demographic factors and psychological traits on consumer behaviours regarding Fair Trade products. Originality/value This study indicates that moral identity internalization is the primary factor that influences ethical consumption decisions in Chinese societies. In terms of the moderating effect of moral identity symbolization, results showed that the higher an individual’s moral identity symbolization, the stronger the relationship between a collectivistic mindset and the intention to purchase Fair Trade products is. These results can serve as a reference for marketing communications and market segmentation policies in the business world.

scholarly journals PERAN KETERLIBATAN PRODUK DALAM MEMODERASI HUBUNGAN ANTARA KUALITAS LAYANAN DARING TERHADAP KEPUASAN DARING

2019 ◽  
pp. 288
Author(s):  
Miftahul Jannah ◽  
Sahid Susilo Nugroho ◽  
Indriyo Gitosudarmo
Keyword(s):  
Service Quality ◽  
Customer Service ◽  
Moderating Effect ◽  
Survey Method ◽  
Hierarchical Regression ◽  
Website Design ◽  
Product Involvement ◽  
Five Dimensions ◽  
Study Approach ◽  
The Relationship

Abstract: The Role of Product Involvement in Moderating the Relationship Between OnlineService Quality and Online Satisfaction. The moderating effect of product involvement on therelationship between e-service quality and e-satisfaction. This study is aimed to examine the effectof five dimensions of e-service quality: (1) website design, (2) reliability, (3) customer service,(4) security/privacy, and (5) after sales service, on e-satisfaction and e-loyalty. The study alsoanalyzed the moderating effects of product involvement on the relationship between e-servicequality and e-satisfaction. A quantitative study approach using survey method is adopted to reach228 respondents. The data is analyzed by simple, multiple , and hierarchical regression methods toexplore direct and moderating effect among intended variables. The study findings confirmed thatreliability, customer service, and after sales service have influenced e-satisfaction.Keywords: e-service quality; e-satisfaction; product involvement.

scholarly journals Brand Equity dan Labelisasi Halal dalam Pengaruhnya Terhadap Minat Beli Produk Lifebuoy

2020 ◽  
Vol 6 (3) ◽  
pp. 450
Author(s):  
Mega Rachma Kurniaputri
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Critical Issue ◽  
Brand Awareness ◽  
Brand Associations ◽  
Muslim Students ◽  
Intention To Purchase ◽  
Regression Techniques ◽  
Muslim Student

Brand equity is one of the most critical issue of marketing. It has four indicator such as brand awareness, brand loyalty, brand associations and perceived value which affect purchase intention. However in Indonesia, brand equity is not the only factors that affect customer intention to purchase. One of the most important factor is halal label because the majority of population is Muslim who wanted halal guarantee of the product before buying and consuming. Therefore, the purpose of this paper is to determine of how brand equity and halal label affect purchase intention of Lifebuoy products. The survey conducted on Muslim students of Universitas Pendidikan Indonesia which distributed online. By using multiple linear regression techniques to analyze the data, the result indicates that brand equity has positive significant effect to purchase intention. Meanwhile halal label has negative significant effect to purchase intention of Muslim student Universitas Pendidikan Indonesia.

DAMPAK PROMOSI, BRAND AWARENESS DAN PEMILIHAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK OBAT SAKIT KEPALA

2018 ◽  
Vol 3 (2) ◽  
pp. 165-174
Author(s):  
Andrian Andrian
Keyword(s):  
Data Analysis ◽  
Multiple Regression ◽  
Distribution Channel ◽  
T Test ◽  
Quantitative Approach ◽  
Brand Awareness ◽  
Analysis Method ◽  
Intention To Purchase ◽  
Kolmogorov Smirnov ◽  
Loyal Customers

The purpose of this research is to identify and understand the variables that can influence to purchasing decision through promotion, brand awareness, and choosing distribution channel on consumers of headache medicine of Paramex in retail stores in Duren Jaya area of Eastern Bekasi district. This research uses a quantitative approach by distributing questionnaires to 75 respondents of Alfamarts and Indomarets loyal customers. Data analysis method used in this research is using SPSS version 22 which include validity, reliability, multicollinearity, heteroskedasticity, Kolmogorov-Smirnov, multiple regression, F test, and t-test, and  also determination coefficient (R2) analysis. Keywords: promotion, brand awareness, distribution, intention to purchase

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