scholarly journals SHOPEE APPLICATION BRAND AWARENESS IN AFFECTING THE PURCHASE DESIRE

2021 ◽  
Vol 3 (6) ◽  
pp. 28-36
Author(s):  
Norreena Amira Azizan ◽  
Zauridah Abdul Hamid
Keyword(s):  
University Students ◽  
Southeast Asia ◽  
Quantitative Methods ◽  
Purchase Intentions ◽  
Repeated Exposure ◽  
Brand Awareness ◽  
Intention To Purchase ◽  
Brand Recognition ◽  
Online Buying ◽  
The Relationship

Shopee is a leading e-commerce platform in Southeast Asia and Taiwan (Haryani Ngah, 2017). It is a platform that provides online buying and selling services that facilitate interaction between sellers and buyers. In addition, Shopee provides secure payment support and strong logistics options. According to Keller (2013), brand awareness is by enhancing brand habits through repeated exposure, i.e. in general it is effective for brand recognition and brand remembering. This means the more consumers have the experience of seeing the brand, listening, or thinking about it, the more likely consumers are to list the brand in their mind. According to Wu, Yeh, and Hsiao (2011), purchase intentions indicate the possibility that consumers will plan or are willing to buy certain products or services in the future. An increase in purchasing intentions reflects an increase in purchasing opportunities. This paper will discuss the findings of a study on Shopee brand awareness and the intention to purchase. There are two specific objectives namely the first; to identify the relationship between remembering the Shopee brand and the intention to purchase at Shopee, and second; to identify the relationship between Shopee brand recognition and intention to purchase at Shopee. This study uses quantitative methods. Questionnaires are distributed online to university students throughout Malaysia. A total of 152 respondents answered the questionnaire. The results of this study found that brand awareness that is able to remember and identify the Shopee brand has a relationship with the intention to buy at Shopee.

scholarly journals Brand Name Translation: Language Constraints, Product Attributes, and Consumer Perceptions in East and Southeast Asia

2002 ◽  
Vol 10 (2) ◽  
pp. 29-45 ◽  
Author(s):  
F.C. (Frank) Hong ◽  
Anthony Pecotich ◽  
Clifford J. Shultz
Keyword(s):  
Southeast Asia ◽  
Cultural Context ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Cross Cultural ◽  
Brand Name ◽  
Physical Quality ◽  
Foreign Brand ◽  
East And Southeast Asia ◽  
The Relationship

The primary purpose of this study is to examine the relationship between foreign brand name translation and product-related cues—such as physical quality, perceived origin, and brand name—on consumers’ perceived quality, price, and purchase intentions. In translations from alphabetic to character-based languages such as Mandarin, two generic methods of brand name translation are available: (1) direct translation for the meaning of the brand name and (2) phonetic translation for the pronunciation of the brand name. The results from a series of structurally related experiments designed to investigate the effects of brand name translation in a cross-cultural context indicate that for an unknown brand, a phonetic translation may be mandatory, whereas for an existing strong brand name, it may be best to retain the original name.

scholarly journals Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective

2021 ◽  
Vol 7 (1) ◽  
Author(s):  
Peter Ansu-Mensah
Keyword(s):  
University Students ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Influencing Factor ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Green Product ◽  
Green Products ◽  
Intention To Purchase

AbstractThe indiscriminate consumption patterns worldwide have brought in its wake severe problems like pollution and global warming, and this has ultimately called for green products awareness and consumption. The main purpose of this study was to assess the effect of university students’ awareness of green products on their green purchasing intentions. The specific objectives were to identify whether awareness, price, availability, value and quality influence university students’ intention to purchase green products, and to investigate how awareness, price, availability, value and quality predict university students’ intention to purchase green products. A structural equation modeling was used to analyze data collected from an online survey of 478 students. Results show that green perceived quality has the utmost significant positive impact on university students’ green purchase intentions; however, green perceived availability had the slightest impact on university students’ intention to purchase green products. The study is the foremost to conclude that green product awareness impact on university students green purchase intentions is greatly driven by price, high value and extraordinary quality. However, availability is not a critical influencing factor when it comes to green purchase intentions of university students. The implications of study, limitations and further research are discussed.

scholarly journals The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam

2017 ◽  
Vol 9 (1) ◽  
pp. 148 ◽  
Author(s):  
Mai Ngoc Khuong ◽  
Ngo Thi Kim Chau
Keyword(s):  
Purchase Intention ◽  
Quantitative Approach ◽  
Brand Awareness ◽  
Sports Fans ◽  
Empirical Results ◽  
Brand Recognition ◽  
The Relationship

The purpose of this research was to investigate how event sponsorship directly affected customer’s purchase intention and indirectly through the mediation of brand awareness. The quantitative approach was applied with structured questionnaires directly delivered to sports fans of V-league football champion in Binh Duong province, Vietnam. The empirical results showed that attitude and attention towards the sponsorship indirectly affected purchase intention. The fit of the sponsored events and event involvement both directly and indirectly affected customer’s purchase intention. In addition, brand recognition played a meaningful mediation role in the relationship between event sponsorship and customer’s purchase intention.

scholarly journals Do Real and Fictitious Plant Brands Differ in Brand Recognition, Awareness, Purchase Intention, and Visual Activity?

HortScience ◽  
2017 ◽  
Vol 52 (4) ◽  
pp. 612-621 ◽  
Author(s):  
Bridget K. Behe ◽  
Patricia T. Huddleston ◽  
Charles R. Hall ◽  
Hayk Khachatryan ◽  
Benjamin Campbell
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Added Value ◽  
Brand Awareness ◽  
National Brands ◽  
Visual Activity ◽  
Brand Recognition ◽  
Total Fixation ◽  
Product Choices ◽  
Information Consumers

Brands differentiate products from each other and help create the perception of added value. They influence product choice at the point of purchase with >70% of all buying decisions made in the store. Brands are often one of a few pieces of information consumers use to make product choices. Prior research showed that consumers had a greater likelihood to buy plant brands they had previously seen. To advance both the academic and practitioners’ understanding of plant brands, we sought to investigate the role of real and fictitious brands and their effects on visual activity and purchase intentions. Would simply including information on the container (e.g., fictitious brand) sway visual activity and purchase intentions? To investigate this notion, we conducted an in-person survey with a conjoint design in four states during May and June, 2015, using two flowering annuals and two flowering shrubs. Our goals were to assess consumers’ expressed and implicit preferences and, at the same time, monitor their gaze to determine how subjects used the real and fictitious brands as cues in their purchase decision. We showed 214 study participants digital images of 16 plants, varying the plant type, brand, and price; asked about brand awareness and familiarity; collected demographic and plant purchase information; and recorded their gaze as they viewed the images. We segmented the sample into three clusters, comparing their brand awareness and familiarity, conjoint analysis results, and the two visual measures: time to first fixation (TFF) and total fixation duration (TFD) on the container. The three clusters identified varied in their level of brand recognition and awareness but were similar in the relative importance and part-worth utility (PWU) mean scores, indicating a relatively similar decision process. The visual activity varied slightly by brand, but the fictitious brand captured and held visual attention similarly to the two established national brands.

scholarly journals Brand recognition in television advertising: The influence of brand presence and brand introduction

2014 ◽  
Vol 14 (1) ◽  
Author(s):  
Charlene Gerber ◽  
Marlize Terblanche-Smit ◽  
Tracey Crommelin
Keyword(s):  
Linear Relationship ◽  
Meta Analysis ◽  
Television Advertising ◽  
Brand Awareness ◽  
Advertising Effectiveness ◽  
Positive Linear Relationship ◽  
Brand Recognition ◽  
Brand Information ◽  
The Relationship ◽  
Negative Linear Relationship

Purpose: To assess the relationship between brand recognition and brand presence and brand introduction.Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction.Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents.Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition.Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.

scholarly journals Bringing Virtual Communities into a Marketing Strategy to Create Purchase Intentions in the Social Media Era

2020 ◽  
Vol 35 (2) ◽  
pp. 112
Author(s):  
Risca Fitri Ayuni
Keyword(s):  
Purchase Intention ◽  
Virtual Communities ◽  
Virtual Community ◽  
Purchase Intentions ◽  
Social Networking Site ◽  
Comprehensive Model ◽  
Global Brands ◽  
Intention To Purchase ◽  
The Social ◽  
The Relationship

Introduction/main objectives: A virtual community is a new form of social interaction that provides an alternative way for connectivity and creativity. As the most favorite platform, social networking site is one of marketing objectives and strategies for global brands. The purpose of this study is to examine the antecedents (social eWOM, image, and trust) and consequences (purchase intention) of eWOM’s adoption. Background problem: Today, taking part in virtual communities is a must. People with the same interests share their experiences and become trustworthy referees for others. Understanding the effect virtual communities can have will help companies to expand their markets. Novelty: Social eWOM has a great impact, but no prior studies have examined the effect of social eWOM or a virtual community on image, trust, eWOM‘s adoption and purchase intentions, this study would be the first study that provides a comprehensive model using recent issues. Research methods: Purposive sampling was used to recruit 240 active participants in virtual communities in Indonesia. To collect the data, spreading questionnaire was conducted. SPSS and PLS 3 were used to analyze the data. Findings: The findings proved the relationship among social eWOM, image and trust. It also revealed that eWOM’s adoption affected purchase intentions. Surprisingly, image has no statistically significant effect on eWOM’s adoption. Conclusion: Well-managed social eWOM creates a better image, and increases trust, and eWOM’s adoption leads to an increase in the purchase intention. This study offers managerial insights to manage social eWOM from any virtual communities, to improve their image and trust. Finally, managers should maintain positive reviews, as this will also create an intention to purchase. 

scholarly journals Hubungan Antara Kualitas Hidup dan Olahraga dengan Kejadian Obesitas pada Mahasiswa Obesitas

2021 ◽  
Vol 3 (8) ◽  
pp. 567-573
Author(s):  
Iqbal Ainun Najib ◽  
Rias Gesang Kinanti ◽  
Olivia Andiana
Keyword(s):  
University Students ◽  
Correlation Coefficient ◽  
Quantitative Methods ◽  
P Value ◽  
State University ◽  
Global Pandemic ◽  
The World ◽  
The University ◽  
The Relationship

Abstract: Obesity has become a global pandemic throughout the world and is declared the largest chronic disease by the WHO, the prevalence obesity in adolescents in the world is increasing continuously every year for men from 8.3 percent to 12.9 percent and for women in 8,4 to 13,4 percent in 2013. Therefore, it is necessary to make prevention efforts, one of which is by knowing the relationship between the incidence of obesity with life of quality and exercise during the pandemic in Malang State University students. This study uses a correlational quantitative methods with a causal design with the number of respondents being 20 students off the University of Malang State with inclusion and exclusion criteria. The results off this study were carried out by using the Spearman analysis test using the IBM SPSS 25.0 application between the life of quality and the obesity incidence showing a p-value of 0.000 with a corelation coefficient of 0.847 and for the quality of exercise with the obesity incidence, it showed a p-value of 0.015 with a correlation of coefficient of 0.535 which mean that there is a strong and significant relationship with a strong strength between variables. So conclusion for the research is that there is a relationship between the quality of life with the incidence of obesity and the quality of exercise with the incidence of obesity is a significant in Malang State University students. Abstrak: Di seluruh dunia obesitas telah menjadi pandemic dan WHO telah menyatakan sebagai penyakit kronis terbesar, Prevalensi obesitas pada remaja di seluruh dunia semakin meningkat terus – menerus per tahunnya untuk pria dari 8,3 persen kemudian menjadi 12,8 persen dan untuk perempuan 8,4 menjadi 13,4 persen pada tahun 2013. Obesitas merupakan keadaan lemak berlebih yang diakibatkan ketidakseimbangan antara pemasukan dan pengeluaran energi oleh tubuh. Oleh karena itu perlunya dilakukan upaya solusi sebagai pencegahan, salah satunya dengan mencari tahu tentang hubungan antara olahraga dan kualitas hidup dengan kejadian obesitas selama pandemi pada mahasiswa obesitas Universitas Negeri Malang. Penelitian yang ini menggunakan jenis metode kuantitatif korelasional dengan desain sebab akibat dengan jumlah responden 20 mahasiswa Universitas Negeri Malang dengan syarat yaitu kriteria eksklusi dan inklusi. Hasil penelitian ini dilakukan dengan uji analisis spearman menggunakan aplikasi IBM SPSS 25.0 antara kualitas hidup dengan kejadian obesitas menghasilkan nilai p- value yaitu 0,000 dengan correlation coefficient 0,847 dan untuk kualitas olahraga dengan kejadian obesitas menghasilkan nilai p- value 0,015 dengan correlation coefficient 0,535 yang artinya adanya hubungan yang kuat atau signifikan dengan kekuatan yang kuat antar variabel. Jadi kesimpulannya adalah bahwa terdapat hubungan antara kualitas hidup dengan kejadian obesitas dan kualitas olahraga dengan kejadian obesitas yang signifikan pada mahasiswa yang obesitas di Universitas Negeri Malang.

scholarly journals Factors Affecting Young Consumers’ Intention to Purchase Upcycled Fashion Products – A Case Study in Vietnam

2021 ◽  
Vol 2 (4) ◽  
pp. 40-54
Author(s):  
Van Tuan Pham ◽  
Vu Thanh Xuan ◽  
Nguyen Minh Trang ◽  
Phung Mai Thanh Hang ◽  
Nguyen Thao Nguyen
Keyword(s):  
Purchase Intention ◽  
Financial Risk ◽  
Environmental Concern ◽  
Purchase Intentions ◽  
Social Value ◽  
Factors Affecting ◽  
Fashion Products ◽  
Intention To Purchase ◽  
Survey Results ◽  
The Relationship

In this study, the author has given different basis to build hypothesis and research models to find out the factors affecting the Vietnamese young consumer's intention to purchase upcycled fashion products. Firstly, this paper focuses on studying the relationship between attitudes and purchase intentions. Secondly, the author studies the effects of factors on attitudes and purchase intentions. The main research subjects are factors affecting Vietnamese young consumer' intention to to purchase upcycled fashion products. Hence, this research was conducted based on survey results among 400 young people aged 18 to 34 in Hanoi and Ho Chi Minh city which are two big city in Vietnam. The authors used two statistical software, SPSS 26.0 and AMOS 20.0, to analyze the survey results. These tools help the authors analyze Cronbach's Alpha reliability coefficients, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation model (SEM). The results show that there was a positive relationship between young consumers' attitudes and purchase intention in the Vietnamese context. Attitude mediates the relationship between the influencing factors and purchase intention. Moreover, the study test the impact of five main factors including environmental concern, social value, uniqueness value, perception financial risk, and perceive quality risk. The environmental concern (β = 0.337) is considered as the strongest effect on consumers' attitudes towards products. The factors such as uniqueness value (β = 0.302) as well as social value (β = 0.216) also positively affect consumers' attitudes. On the other hand, perception financial risk (β = -0.168), and perceive quality risk (β = -0.280) negatively affect consumers' attitudes

scholarly journals Influence of the dimensions of CSR activities on consumer purchase intention

2018 ◽  
Vol 14 (1) ◽  
pp. 23-32 ◽  
Author(s):  
Vinod Sharma ◽  
Jeanne Poulose ◽  
Subhasmita Mohanta ◽  
Liza Elizabeth Antony
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Reliability And Validity ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Descriptive Research ◽  
Intention To Purchase ◽  
Net Profit ◽  
Consumer Purchase Intention ◽  
The Relationship

Over the years, the number of organizations investing in CSR activities has increased considerably. This increase is partially attributable to the intention of the organizations to give back to the society to repair and reduce the loss their intentional or unintentional actions might have caused to the environment. The government’s decision to make it mandatory for businesses to invest a small part of their net profit in social welfare activities has also helped nudge the organizations towards CSR activities. However, the question whether this investment influences customers’ intention to purchase the product in any manner remains an unresolved paradox. Limited researches have been conducted in this area to explore and establish the relationship if any between CSR and consumer purchase intention. This research focuses on the five different factors of CSR comprising of loyalty, morality, awareness, behavior and environment, which are identified from the previous literature. With the help of these factors, the authors researched and established the relationship between them and consumer purchase intention. In this descriptive research, the research questionnaire was distributed to 1500 respondents, using convenient sampling method, out of which 319 responses were finally obtained for the analysis purpose. After testing the reliability and validity of the data, the five hypotheses were tested using SEM (Structural Equation Modeling). It was found that all the five hypotheses were supported and thereby acknowledged the significant influence of CSR related activities performed by companies on the consumer purchase intention. The CSR driven morality is emerging to be the most important dimension that appears to influence the consumer purchase intentions. These finding will help decision-makers to formulate their promotion activities in such a manner that it aligns with the value system of the consumers and increase the overall consumer base.

scholarly journals The relationship between brand equity and intention to buy: the case of convenience stores

2020 ◽  
Vol 11 (2) ◽  
pp. 434
Author(s):  
Phuong Viet Le-Hoang ◽  
Giang Truong Nguyen ◽  
Huong Thanh Thi Phung ◽  
Vi Truc Ho ◽  
Nhan Trong Phan
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Ho Chi Minh City ◽  
Brand Awareness ◽  
Group Discussions ◽  
Brand Association ◽  
Intention To Purchase ◽  
Convenience Stores ◽  
The Relationship

The research aims to identify the components of brand equity that affect consumer purchasing intentions and measure the effect of brand equity components on the intention of consumer purchases at the convenience stores in Ho Chi Minh City. The authors conduct the group discussions, expert discussion, and then analyze data from 200 valid questionnaires with four components of brand equity, namely perceived quality, brand loyalty, brand association, brand awareness. The results of Exploratory Factor Analysis (EFA) show that all four elements have a positive effect on the customer' intention to purchase in the convenience store of Ho Chi Minh City. In particular, the brand association factor has the strongest influence, followed by perceived quality, brand awareness, and brand loyalty. This research contributes that the results confirm the theory of Aaker (1991), Brown and Stayman (1992), Cobb-Walgren et al. (1995), MacKenzie (1986) in the new context of convenience stores in Ho Chi Minh City, Vietnam. Besides, the study gives some recommendations to help convenience stores improve the elements of brand equity and it, to enhance attraction for consumers.

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