The effect of extrinsic brand evidence on brand attitude and brand verdict in dessert shop: the moderating effect of shopping motivation

2020 ◽  
Vol 22 (4) ◽  
pp. 127-140
Author(s):  
Youngji Heo
Keyword(s):  
Brand Attitude ◽  
Moderating Effect ◽  
Shopping Motivation

Impact of web banner advertising frequency on attitude

2018 ◽  
Vol 30 (2) ◽  
pp. 380-399 ◽  
Author(s):  
Rahim Hussain ◽  
Ahmed Shahriar Ferdous ◽  
Gillian Sullivan Mort
Keyword(s):  
Online Advertising ◽  
Repetition Effect ◽  
Brand Attitude ◽  
Moderating Effect ◽  
Future Research ◽  
Content Type ◽  
Banner Advertisements ◽  
Banner Advertisement ◽  
High Level ◽  
The Impact

Purpose The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response. Design/methodology/approach A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude. Findings The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers. Practical implications The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies. Social implications The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase. Originality/value This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).

Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention

2021 ◽  
Vol 122 ◽  
pp. 304-310
Author(s):  
Cayetano Medina-Molina ◽  
Manuel Rey-Moreno ◽  
Rafael Periáñez-Cristóbal
Keyword(s):  
Brand Attitude ◽  
Moderating Effect ◽  
Purchasing Intention

Sport Fans and Their Teams’ Redesigned Logos: An Examination of the Moderating Effect of Team Identification on Attitude and Purchase Intention of Team-Logoed Merchandise

2013 ◽  
Vol 27 (1) ◽  
pp. 11-23 ◽  
Author(s):  
Taesoo Ahn ◽  
Young Ik Suh ◽  
Jin Kyun Lee ◽  
Paul M. Pedersen
Keyword(s):  
Multivariate Analysis ◽  
Repeated Measures ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Moderating Effect ◽  
Team Identification ◽  
Sport Fans ◽  
Sport Industry ◽  
Different Levels

The current study sought to identify the effect of team identification on brand attitude and purchase intention in terms of team logo changes. Doubly Multivariate Analysis of repeated measures, 2 (logo change: original and redesigned logo) × 3 (team identification: high, moderate, and low), was conducted on attitude toward the brand and purchase intention of team-logoed merchandise. The results showed that there were significant differences between fans with high identification and fans with low identification. The findings of this study can be beneficial for both sport industry practitioners and marketing scholars by providing an understanding of brand attitude and purchase intention related to new redesigned logos based upon different levels of team identification.

scholarly journals The Effect of Online Consumer Interaction and Shopping Motivation on Purchase Intention

2021 ◽  
Vol 6 (2) ◽  
pp. 183
Author(s):  
Kunthi Kusumawardani ◽  
Poppy Purniasari
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Attitude ◽  
Brand Awareness ◽  
Future Studies ◽  
Equation Modelling ◽  
Opinion Seeking ◽  
Online Consumer ◽  
Shopping Motivation ◽  
Beauty Products

Consumer interaction has become more important than ever. The interaction may happen on various platforms, for instance, brand webpage and social media. This study aims to examine the consumer interaction and shopping motivation on purchase intention mediated by EWOM, brand awareness, and brand attitude in the beauty products context. After gathered 300 valid respondents, this study used Structural Equation Modelling (SEM) to analyze the data. The results showed that purchase intention is influenced directly by E-WOM, opinion seeking, annoyance, and brand attitude. Besides, E-WOM is mediating brand page commitment and annoyance to purchase intention. Interestingly, viral advertisement, brand awareness, and brand page commitment do not influence purchase intention directly. Research implications and directions for future studies are discussed.

Sign in / Sign up

Export Citation Format

Share Document