scholarly journals INTERPLAY OF THE DRIVERS AND DETERRENTS OF LEISURE COUNTERFEIT PURCHASE INTENTIONS

2015 ◽  
Vol 17 (6) ◽  
pp. 916-929 ◽  
Author(s):  
Mateja KOS KOKLIC ◽  
Irena VIDA
Keyword(s):  
Purchase Intention ◽  
Mail Survey ◽  
Moral Intensity ◽  
Structural Equations ◽  
Purchase Intentions ◽  
Consumer Attitude ◽  
Performance Risk ◽  
Theoretical Perspectives ◽  
Salient Factor ◽  
The Impact

Drawing on complementary theoretical perspectives, in this study we empirically investigate the drivers and deterrents underlying the formation of attitudes to leisure counterfeits and purchase intentions, and examine rationalization as a moderator of the attitude-intention relationship. The research model is examined via mail survey data of adult consumers using structural equations modelling. The findings indicate that perceived benefits and moral intensity significantly influence attitudes, while the impact of performance risk is negligible. The attitude and moral intensity significantly predict the purchase intention. Our analyses confirm rationalization as a salient factor moderating the relationship between attitude and behavioral intention. Based on this pattern of results, we discuss study implications in three areas: the perception of positive consequences for oneself, the perception of consequences for others, and the use of previously rarely examined consumer justifications. The finding that performance risk is not significant in affecting consumer attitude calls into question various appeals featuring adverse effects of buying counterfeits for an individual.

scholarly journals Impact of Celebrity Endorsement on Consumers' Buying Behavior

2020 ◽  
Vol 2 (1) ◽  
pp. 1-9
Author(s):  
Imran Hussain
Keyword(s):  
University Students ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Positive Impact ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Consumer Attitude ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
The Impact

The rapidly evolving market conditions and intense competition between the firms and marketers to adopt competitive strategies to promote their product to the right customer. Recent developments in consumer behavior and marketing studies emphasize various elements which impose an influencing impact on consumers and persuade them towards purchase intentions. This study explores the impact of celebrity endorsement and the mediating effect of consumer attitude on consumer purchase intention in a developing country. The study employed a quantitative research design for which a self-administrated structured research questionnaire was administered. the data were collected from 100 university students as respondents. The findings indicate that there is a strong influence of celebrity endorsements on university students. The celebrity endorser who possesses attributes such as likability, attractiveness, credibility, and personality has a positive influence on consumer’s purchase intentions. Moreover, celebrity endorsements create a positive impact on consumers attitudes towards endorsed brands and products which stimulate the purchase intention. This research provides some useful theoretical and practical implications for researchers and marketers on the use of celebrity endorsers.

scholarly journals Exploring the Factors Affecting the Purchase Likelihood of e-Tailer Private Labels.

2021 ◽  
Author(s):  
Yeswanth Yerrabapu
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Purchase Intentions ◽  
Private Labels ◽  
Factors Affecting ◽  
Consumer Ratings ◽  
Product Manufacturing ◽  
Online Consumer ◽  
Purchase Likelihood ◽  
The Impact

<p><b>In today’s extremely competitive retail marketplace environment, developing and managing profitable private label offerings has become significant for most retailing companies. The purpose of this paper is to understand the influence of e-tailer reputation, product manufacturing country favourability, and online consumer rating on the purchase likelihood of e-tailer private labels. We find that product online consumer ratings positively impact the purchase intention of the private labels. E-tailer reputation has shown a positive impact on the future purchase intentions whereas, country favourability’s effect is found at the time of actual purchase of e-tailer private labels. Being the first research to study the impact of country favourability, e-tailer reputation on e-tailer private labels, this paper offers some insights to the e-tailers. </b></p>

scholarly journals The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City

2020 ◽  
Vol 10 (1) ◽  
Author(s):  
Hoang Thi Phuong Thao ◽  
Lu Van Bao Long ◽  
Nguyen Le Thai Hoa
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Ho Chi Minh City ◽  
Equation Modeling ◽  
Consumer Attitude ◽  
Brand Positioning ◽  
Brand Knowledge ◽  
Organic Rice ◽  
The Impact

The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. The research was performed by quantitative research methods: Cronbach's Alpha Reliability Analysis, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

scholarly journals Understanding the role of visual attention on wines’ purchase intention: an eye-tracking study

2019 ◽  
Vol 32 (2) ◽  
pp. 161-179
Author(s):  
Patrícia Monteiro ◽  
João Guerreiro ◽  
Sandra Maria Correia Loureiro
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Monitoring Method ◽  
Content Type ◽  
Quality Perceptions ◽  
Consumption Situation ◽  
The Impact

Purpose Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators.. Design/methodology/approach The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded. Findings Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions. Originality/value By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.

Examining confirmation biases: implications of sponsor congruency

2018 ◽  
Vol 19 (1) ◽  
pp. 58-73 ◽  
Author(s):  
Michael Devlin ◽  
Andrew C. Billings
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Decision Makers ◽  
Expected Return ◽  
Content Type ◽  
Fan Identification ◽  
Positive Attitudes ◽  
Cognitive Benefits ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to investigate occurrences of confirmation bias existing for sponsors whose brand is congruent to a sport. More specifically, this research investigates: if confirmation biases for congruent brands occur in the absence of exposure, the impact audience segmentation has on sponsorship evaluations by comparing highly identified fans to non-fans, and if congruent sponsors are recalled more often than incongruent sponsors after exposure. Design/methodology/approach An experiment was conducted to measure how exposure, type of sponsor, and fan identification impacts recognition, attitude, and purchase intention. Findings The results confirm sport-congruent brands are more likely to be falsely recognized as a sponsor than non-congruent sponsors in the absence of sponsorship participation. Sport consumers’ confirmation biases yield positive attitudes and purchase intentions for congruent brands even in the absence of immediate exposure. Lastly, exposure has no impact on recall or sponsor outcomes, suggesting the need for articulating the brand’s connection prior to the event to build stronger memory traces. Practical implications Congruent brands should carefully consider investment costs and expected return on investment, noting benefits of participation might be marginal as a result of confirmation biases. Potential sponsors should also understand cognitive benefits begin before exposure to the sponsorship occurs, and therefore need to articulate a connection to the event prior to exposure by consumers. Originality/value The findings suggest the importance of confirmation biases when attempting to reach sport consumers. Some brands may be able to increase recall and recognition even in the absence of exposure, thus helping decision makers when managing budgets.

Consumer attitude towards sales promotion techniques: a multi-country study

2019 ◽  
Vol 31 (2) ◽  
pp. 437-463 ◽  
Author(s):  
Kim-Shyan Fam ◽  
Pedro Q. Brito ◽  
Mahesh Gadekar ◽  
James E. Richard ◽  
Ugtakh Jargal ◽  
...  
Keyword(s):  
Mail Survey ◽  
Cultural Influences ◽  
Demographic Factors ◽  
Consumer Attitudes ◽  
Sales Promotion ◽  
Consumer Attitude ◽  
Content Type ◽  
Delayed Reward ◽  
The Impact ◽  
Country Specific

PurposeThe purpose of this paper is to examine and compare the influence of age, education, income, product involvement and sales promotion (SP) characteristics on consumer attitudes towards SP across eight culturally dissimilar environments.Design/methodology/approachA multi-country mall intercept and mail survey was conducted in Brunei, China, Hong Kong, Indonesia, Malaysia, New Zealand, Singapore and Thailand (n=4,125 respondents).FindingsCountry, education level and income significantly influence consumer attitudes towards SP. Some countries show a significant monetary value interaction effect. Consumers using delayed-reward SPT reported a significantly more positive attitude towards SP. Discounts and coupons are the two most highly ranked SP across the sampled countries.Research limitations/implicationsLimitations include the use of intercept and mail sampling. Extending the study to include additional Asian countries and other regions would benefit the understanding of cultural influences on SP.Practical implicationsMultinational marketing managers should consider three aspects of SP implementation strategy: cultural and demographic factors, interaction between delayed-reward SP and socio-demographics variables; country specific SP preferences to promote both sales and brand equity.Originality/valueThis study investigates and extends research on SP across cultures. In particular the research helps better understand the impact of demographic factors and culture on attitudes towards SP, and implementation of global promotions.

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

2017 ◽  
Vol 7 (1) ◽  
pp. 45-58 ◽  
Author(s):  
Karuna Krishna Gauns ◽  
Subhash Kizhakanveatil Bhaskaran Pillai ◽  
Kaustubh Kamat ◽  
Ruey Feng Chen ◽  
Ling-Chen Chang
Keyword(s):  
Purchase Intention ◽  
Response Rate ◽  
Purchase Intentions ◽  
Logit Analysis ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Demographic Profiles ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

scholarly journals HOW FASHION INFLUENCER CONTRIBUTES TO CONSUMERS’ PURCHASE INTENTION OF UNIVERSITY STUDENT

2021 ◽  
Vol 3 (9) ◽  
pp. 209-227
Author(s):  
Tsaniya Athaya Tsarashafa ◽  
Annisa Rahmani Qastharin
Keyword(s):  
Purchase Intention ◽  
Consumer Attitudes ◽  
Regression Method ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
University Student ◽  
Consumer Attitude ◽  
Fashion Industry ◽  
The World ◽  
Potential Customers

Fashion is receiving more attention these days since it has become a continual existence in a person’s everyday life, especially for the younger generation as it represents their identity. On the other hand, the dynamic competitive environment of marketing-led fashion brands to put in the excess effort to achieve effective marketing strategies. As social media grew, one of the most effective ways to do it is using influencers in the marketing campaign. Influencer marketing is becoming increasingly popular throughout the world, prompting marketers to consider it an essential component of their marketing strategy. This research determines the factors of fashion influencers that contribute to influencing purchase intention. The variables constructed include trustworthiness, expertise, similarity, likability, and familiarity. Further, consumer attitude is proposed to mediate between trustworthiness, expertise, similarity, likability, and familiarity to purchase intention. The research was conducted using a quantitative approach and analyzed using a regression method through IBM SPSS Statistics. From 234 qualified respondents, the results presented trustworthiness, similarity, familiarity, and likability significantly contribute to purchase intention, and consumers' attitudes towards influencers are proven to be mediate the relationships between independents variables and purchase intention. The findings of the study assist marketers and advertisers in the fashion industry in understanding the elements influencing consumer attitudes about fashion influencers and, as a result, better choose influencers capable of establishing purchase intentions in existing and potential customers.

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