scholarly journals Role of Carroll’s CSR Pyramid in Shaping Consumer Buying Behavior: A Case of Detergent Industry of Pakistan

2021 ◽  
Vol 9 (2) ◽  
pp. 109-140
Author(s):  
Haadiah Yasir ◽  
Syeda Anna Amjad
Keyword(s):  
Detergent Industry ◽  
Buying Behavior ◽  
Consumer Buying Behavior

scholarly journals The Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

2020 ◽  
Vol 7 (1) ◽  
pp. 19
Author(s):  
Sikandar Ali Qalati ◽  
Wenyuan Li ◽  
Sajid Hussain Mirani ◽  
 Jan Muhammad Sohu ◽  
Rana Yassir Hussain ◽  
...  
Keyword(s):  
Brand Image ◽  
Partial Least Square ◽  
Equation Modeling ◽  
Celebrity Endorsement ◽  
Cosmetic Products ◽  
Buying Behavior ◽  
Mediating Role ◽  
Cosmetic Industry ◽  
Consumer Buying Behavior

In today’s world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship between celebrity endorsement, promotional activities, packaging, brand image, and green consumer buying behavior in the cosmetic industry of Pakistan. It also examines the mediating role of the brand image between celebrity endorsement and green consumer buying behavior. The data was collected primarily through a 5 Likert scale questionnaire from the females of the four renowned Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investing in green consumption in Pakistan.

scholarly journals Role of Brand Awareness, Brand Loyalty and Advertisements towards Consumer Buying Behaviour in Insurance Industry

2019 ◽  
Vol 9 (1) ◽  
pp. 6847-6849
Keyword(s):  
Brand Loyalty ◽  
Insurance Industry ◽  
Study Data ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Buying Behavior ◽  
Independent Variables ◽  
Buying Behaviour ◽  
Consumer Buying Behavior

In the era of competition companies do face tough competitions in selling their products and services. The insurance industry too is not an exception to this. It is important that organizations do follow proper marketing strategies to grab the attention of the consumers. This paper has tried to research and reveal the best strategies that would help the insurance organizations to sell their insurance products to the consumers. Independent variables like Brand Awareness, Brand Loyalty and Advertisements. The dependent variable is Consumer Buying Behaviour was chosen for the study Data was collected from 100 insurance buying consumers on convenience basis. The results reveal, that brand awareness alone contribute towards insurance buying behavior but brand loyalty and advertisement contribution towards consumer buying behavior has not proved to be significant. Even though they do not contribute, these two variables are like pepper and salt required for pushing the insurance products.

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