scholarly journals An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention

2021 ◽  
Vol 12 ◽  
Author(s):  
Chun-Hua Hsiao ◽  
Kai-Yu Tang ◽  
Yu-Sheng Su
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Economic Benefits ◽  
Influential Factor ◽  
Equation Modeling ◽  
Small Scale ◽  
Sporting Events ◽  
Public Attention ◽  
Experiential Marketing ◽  
Sports Sponsorship

The purpose of this study is to investigate the relationship between the activation of experiential marketing, satisfaction with sponsored sporting events, brand equity, and subsequent product purchase intentions in a small-scale sponsorship campaign. Survey data were collected from 238 actual runners in the terminal rest area after they had completed a race. Structural equation modeling with the bootstrap method was carried out to examine the proposed hypotheses. Results revealed that in terms of product purchase intention, brand equity was the most influential factor, followed by experiential marketing activation and satisfaction with the sponsorship. Specifically, experiential marketing activation significantly influenced the sports sponsorship and the sponsor's brand equity; however, satisfaction showed an insignificant effect on purchase intention. In addition, the mediation test shows that brand equity is an important mediator of experience marketing and satisfaction to product purchase intention. Findings provide some empirical insights into how small-scale sponsorship can benefit sponsoring companies, including intangible brand assets and tangible product consumption. The results could encourage more companies to organize small-scale sponsorship races and to present brand-related experiences (e.g., experiencing product packaging, on-the-spot experience areas). In this way, opportunities may be provided to attract more runners (or potential consumers) to participate in the event and have a deeper brand experience. This study contributes to a better understanding of the effectiveness of small-scale sponsorship in Asia to increase the generalization of the small sponsorship literature. Small-scale sporting events can bring public attention and economic benefits to the host company, and encourage more people to participate, thereby resulting in long-term social and health benefits in the community.

scholarly journals What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries

2019 ◽  
Vol 11 (24) ◽  
pp. 6973 ◽  
Author(s):  
Massoud Moslehpour ◽  
Ka Yin Chau ◽  
Alaleh Dadvari ◽  
Ben-Roy Do ◽  
Victoria Seitz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Quality ◽  
Influential Factor ◽  
Primary Data ◽  
Equation Modeling ◽  
High Tech ◽  
Brand Preference ◽  
Two Samples

Although brand sustainability is found essential for brand survival, establishing it has remained challenging. Brand sustainability requires a strong association between brand equity and consumer values. The current study attempts to discover critical components involved that may influence Indonesian and Taiwanese consumers to purchase smartphones such as Apple and High-Tech Computer Corporation (HTC). Primary data collection was conducted to gather data through an online field survey. Following a quantitative approach, structural equation modeling (SEM) was used to examine the link between research constructs and the proposed hypotheses based on two samples of 202 and 217 respondents in Taiwan and Indonesia, respectively. Results represent significant and non-significant direct influences underlining the significance of perceived quality and brand preferences when testing brand equity effects on how consumers value different brands. While price premium is found to be the most influential factor that shapes the formation of purchase intention for Apple brands among both Taiwanese and Indonesian consumers, perceived quality is also affecting Taiwanese brand preference for HTC. Furthermore, prestige value is revealed to be a predictor of brand preference among Indonesian HTC consumers. Research findings have important implications for decision-makers to motivate purchase intentions of smartphone users toward specific brands. The insights provided by the findings will assist marketers in developing brand strategies that influence Taiwanese and Indonesian consumers’ purchases of Apple or HTC products.

scholarly journals How Consumers Justify Their Unethical Behavior: The Role of Moral Recognition Strategies (Moral Rationalization, and Decoupling), Complemented by Culture, on the Purchase of Counterfeits in Pakistan

2021 ◽  
Vol 6 (1) ◽  
pp. 1
Author(s):  
Usman Tanveer ◽  
Danish Ahmed Siddiqui
Keyword(s):  
Moral Judgment ◽  
Purchase Intention ◽  
Ethical Problem ◽  
Economic Benefits ◽  
Equation Modeling ◽  
Perceived Benefits ◽  
Counterfeit Goods ◽  
Structured Equation Modeling ◽  
Moral System ◽  
Moral Decoupling

Moral recognition, is defined as a person’s description of a condition as ethical dilemma. However, people will not always interpret situations as ethical problems in the same way with the same force under all circumstances. The literature suggests that when two conditions of acceptance of ethics (moral rationalization and decoupling) are met, people will define the situation as a ethical problem differently. In the moral system, people use it to turn immoral acts into less immoral acts. Therefore, it allows them to violate ethical standards while maintaining a certain standard of conduct such as buying counterfeit goods because of their low prices. Here, consumers are more likely to make a profit by rearranging their actions for less ethical, which means seeking appropriate ethical reasons (including ethical justification, non-professional language, beneficial comparisons, migration of responsibilities, distribution of responsibility, distortion of results, prosecution; (Bandura et al., 1996), to coordinate adjustments and conditions, and to reach a judgment. Moral decoupling is defined as a psychological process chosen to prevent misconduct, in which one separates the judgment of performance from judgments of morality (Bhattacharjee et al., 2013). When people use this strategy, they focus on social benefits (e.g., image, use of status, etc.) as well as economic benefits (e.g., visual fashion content, physical appearance, performance, scarcity, etc. Chen et. al. (2018) linked these two strategies in an empirical assessment to explore the effect of dimensions of moral recognition (moral rationalization and moral decoupling) on counterfeit purchases mediated by moral judgment and perceived benefits respectively. We modified the Chen model with the complementary effect of materialistic culture in this relationship. We argue that moral recognition firstly affects counterfeit purchase (CP) through Moral rationalization, and then through moral judgment in a two-step mediation. Secondly, through moral decoupling and further through perceived benefits. Thirdly, directly affecting CP complemented by materialistic culture as a moderator. Empirical validity was established by conducting a survey employing a close-ended questionnaire. Data was collected from 230 consumers and analyzed using confirmatory factor analysis and structured equation modeling. The results suggested that moral recognition seems to limit purchase intention (PI) directly. Similarly, it neutralizes to Moral Rationalization (MR), and Decoupling (MD) behaviors. Moreover, MR tends to positively affect PI both directly, and well as indirectly through moral judgment (MJ). Similarly, MD also has a direct and positive effect on PI, as well as perceived benefits (PB), however, PB and PI relationship was not substantiated. Hence, MR seems to negatively affect PI through MD, as well as through MR and MJ as a first and second-order mediator. Lastly, materialism seems to promote the counterfeit purchase, at the same time positively complement the effect of MR on PI, in a way that MR would have a more pronounced effect on PI in case of the higher materialistic consumer.

scholarly journals Pengaruh Electronic Word Of Mouth dan Experiential Marketing Terharap Purchase Intention Dengan Brand Equity Sebagai Variabel Intervening

2021 ◽  
Vol 4 (3) ◽  
pp. 329
Author(s):  
Lalu Rahman Hakim ◽  
Suharno Suharno ◽  
Johanes Kuleh
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Experiential Marketing

Penelitian ini bertujuan untuk menguji pengaruh antara electronic word of mouth dan experiential marketing terhadap purchase intention dengan brand equity sebagai variabel intervening (studi pada gerai kopi Starbucks Big Mall Samarinda). Penelitian kuantitatif ini yang mengukur pengaruh antar variabel denagn data dari kuesioner sebanyak 100 responden. Pengolahan data dilakukan dengan menggunakan program SmartPls 3.0.Hasil penelitian ini menunjukkan bahwa electronic word of mouth, experiential marketing dan brand equity masing-masing berpengaruh positif signifikan terhadap purchase intention. Hasil analisis juga menunjukkan bahwa Brand equity memediasi pengaruh tidak langsung antara electronic word of mouth dan experiential marketing terhadap purchase intention dengan sifat mediasi parsial. semakin baik electronic word of mouth dan semakin tinggi experiential marketing pelanggan gerai kopi Starbucks maka semakin tinggi brand equity yang akan meningkatkan keinginan konsumen untuk berkunjung dan melakukan pembelian makanan dan minuman di gerai kopi Starbucks Big Mall Samarinda.

scholarly journals A Steak for Supper if the Cow Did Not Suffer: Understanding the Mechanisms Behind People’s Intention to Purchase Animal Welfare-Friendly (AWF) Meat Products

2020 ◽  
Vol 33 (3-6) ◽  
pp. 461-486
Author(s):  
Ardion Beldad ◽  
Sabrina Hegner
Keyword(s):  
The Netherlands ◽  
Animal Welfare ◽  
Moral Obligation ◽  
Purchase Intention ◽  
Meat Product ◽  
Meat Products ◽  
Farm Animals ◽  
Equation Modeling ◽  
Public Attention ◽  
Intention To Purchase

AbstractPeople have become increasingly conscious of the moral implications of their meat product consumption. The view that farm animals deserve moral considerations has generated widespread public attention to those animals’ welfare. Meat products from ethically raised animals are distinguished from non-welfare products using animal welfare-friendly (AWF) labels, such as the Better Life Trademark in the Netherlands. AWF meat products have become popular in the Netherlands, as evidenced by a substantial growth in product sales. To address the question concerning the factors influencing people’s intention to purchase AWF meat products and the extent to which those factors relate to one another, an online survey was implemented with 233 consumers from the Netherlands. Structural equation modeling results confirm the complexity of the mechanism behind people’s willingness to buy AWF meat products. Two factors strongly predict purchase intention—attitude and moral obligation. Furthermore, the effects of predictors such as knowledge of and trust in AWF labels on purchase intention are not direct but go through attitude and moral obligation.

Luxury consumption and the moderating role of attitude toward counterfeits: The case of an emerging market

2021 ◽  
Vol 47 (1) ◽  
pp. 41-55
Author(s):  
Fariborz Rahimnia ◽  
Nazanin Hosseini Arian
Keyword(s):  
Purchase Intention ◽  
Positive Attitude ◽  
Emerging Market ◽  
Economic Benefits ◽  
Equation Modeling ◽  
Luxury Brand ◽  
Value Perception ◽  
The Relationship ◽  
Moderating Role

The purpose of this research is to investigate the moderating role of positive attitude toward economic benefit of counterfeit products in the relationship between luxury value perception and purchase intention of luxury brands among Iranian consumers. Data were collected using questionnaires, which were completed by 386 customers at various shopping malls. Structural equation modeling was used to test the direct hypotheses in Amos v.18, and moderated regression analysis to test the moderating hypothesis in SPSS v.19. The results indicate that financial and social value are important drivers of luxury value perception in shaping the purchase intention of consumers, while functional value is not involved in this regard. Moreover, attitude toward counterfeits, as a moderator, reduces the positive effect of luxury value perception on purchase intention. This research provides important insights not only with regard to market entry decision-making but also to develop marketing strategies for positioning a luxury brand in an Asian emerging market. The findings could be potentially generalized to other developing countries in the Middle East with analogous socioeconomic and cultural circumstances. While several studies have been conducted regarding counterfeiting and luxury brand consumption, this is an initial investigation on the moderating role of positive attitude toward economic benefits of counterfeits in the relationship between luxury value perception and purchase intention in the context of an emerging market. This research facilitates further investigations in this regard.

How does greenwashing affect green branding equity and purchase intention? An empirical research

2018 ◽  
Vol 36 (7) ◽  
pp. 809-824 ◽  
Author(s):  
Ulun Akturan
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Survey Method ◽  
Strong Impact ◽  
Brand Associations ◽  
Content Type ◽  
Brand Credibility ◽  
The Relationship

Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses. Findings As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong impact on purchase intention of consumers. In addition to that greenwashing negatively affects green brand associations and brand credibility, and therefore, indirectly influence green brand equity and purchase intention. Research limitations/implications Previous studies conceptualize greenwashing and examine its effects on company performance and skepticism. This study is a first attempt to explore the effects of greenwashing on green branding strategies. Practical implications Managers should be aware of that greenwashing not only negatively affects purchase intention but also generates negative outcomes for the relationship with the brands. Originality/value There is no other study, at least to the author’s knowledge, testing the effects of greenwashing on green brand perceptions and green purchase intention.

scholarly journals The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam

2016 ◽  
Vol 8 (3) ◽  
pp. 75 ◽  
Author(s):  
Tran Trung Vinh ◽  
Le Van Huy
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Influence ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Preference ◽  
Positive Effects ◽  
Brand Association

This study is aimed at exploring the effects of components of brand equity on overall brand equity; and the effects of overall brand equity on brand preference and purchase intention in the motorbike market in Vietnam. Based on a sample of 309 consumers, structural equation modeling (SEM) is used to test hypotheses. The research reveals that: (1) perceived quality, brand association and brand loyalty have positive effects on overall brand equity, but brand awareness has no effect on overall brand equity; (2) overall brand equity has positive impacts on brand preference and purchase intention; and (3) brand preference has a positive influence on purchase intention. These findings have implications for marketers.

Athletes’ brand equity, spectator satisfaction, and behavioral intentions

2019 ◽  
Vol 31 (2) ◽  
pp. 541-558 ◽  
Author(s):  
Jae-Ahm Park ◽  
Jun-Mo Sung ◽  
Jae-Man Son ◽  
Kyunga Na ◽  
Suk-Kyu Kim
Keyword(s):  
Brand Equity ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Missing Values ◽  
Equation Modeling ◽  
Sporting Events ◽  
Content Type ◽  
Sporting Event ◽  
Sports Team ◽  
The Spectator

Purpose The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions. Design/methodology/approach The convenience sampling method was used when approaching potential participants among spectators of the LG Whisen Rhythmic All Stars 2013, a sporting event in which celebrated sports players perform choreographed dance routines. A total of 350 surveys were completed in Go-Yang, South Korea. Of the surveys collected, 20 were discarded due to excessive missing values, resulting in 330 usable surveys. Findings Using structural equation modeling, this study found that the brand equity of an individual athlete positively and directly affects the overall sporting event satisfaction and behavioral intentions, including re-purchase and word-of-mouth intentions among event attendees, which are factors that are mediated indirectly by satisfaction. Originality/value This study shows that the brand equity of an individual athlete can increase the spectator satisfaction levels in a similar manner to the brand equity of a sports team or product.

scholarly journals The influence of eWOM valence on brand equity dimensions and on purchase intention

2021 ◽  
Vol 9 (8) ◽  
pp. 407-423
Author(s):  
Matheus Tardin ◽  
Anderson Soncini Pelissari
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Equation Modeling ◽  
Brand Preference ◽  
Brand Quality ◽  
Confirmatory Factor

The purpose of this study is to explore the relationship between electronic word of mouth (eWOM) valence, consumer-based brand equity (CBBE) dimensions, and purchase intention. An online survey was conducted to collect the data, with a total of 209 valid responses. The study conducts a confirmatory factor analysis (CFA) and Structural Equation Modeling (PLS-SEM). Results provided support for role of eWOM valence in influencing the development of CBBE. Specifically, eWOM valence strongly influences consumer perception of brand quality. Perceived quality and brand preference have strong and positive impact on purchase intention, confirming the importance of brand equity in building purchase intention toward a brand. The study is one of the first to examine the effects of eWOM valence on CBBE dimensions, demonstrating the importance of eWOM valence in the building of brand equity.

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