Marketing Commons^™

Social Influence, Xenocentrism And Status Consumption On Purchase Intention: In The Case Of Women’S Imported Handbags, Munkhbayasgalan Ganbold, Urandelger Gantulga

Asia Marketing Journal

The Mongolian market has got filled with imported products that pose a great challenge to domestic businesses. However, on the other hand, exported products give opportunities to understand product quality standards for domestic business owners. Therefore, it becomes meaningful to understand how the consumers distinguish between domestic and imported products. The study examines the relationship between social influence, xenocentrism, status consumption, and imported product’s purchase intention. To achieve the purpose of the research, a survey was conducted on consumers who experienced the purchase of imported products. The data were examined using SPSS and SmartPLS 3.3 after a total of 426 …

Tapping Into Food Industry: A Comparative Dual-Model Study Of Religion And Culture On Food Products’ Purchase Intention, Sumera Syed, Fauziah S. Ahmad, Syed R. H. Shah

Journal of Mediterranean Tourism Research

Due to increased trend of globalization and immigration to advanced countries during the past decade, Halal food consumers are being observed not only in Islamic countries but also in Western European countries. Moreover, the concepts of hygiene, quality and cleanliness, being often related to Halal food, make it equally favorable for consumption to non-Muslims. However, this vast area of Halal food sector still needs further exploration. Though recent studies have, to some extent, tried to explore the impact of religiosity on Halal food purchase intention, but still the impact of religion on Halal food purchase intention remains unexplored. Moreover, almost …

Relationship Between Ewom And Purchase Intention: Moderating Role Of Culture (Evidence From University Students Of Pakistan), Shaikh Obaidullah, Asad Shahbaz, Tariq Majeed

Business Review

This study is an attempt to find out the relationship between eWOM and Purchase Intention (PI) with the moderating role of culture among the varsities students in Khyber Pakhtunkhwa. For this purpose data was collected from business and management students of various public and private sector universities. The adopted version of constructs was used to obtain the data. The result indicates that the Consumer Review (CR), Brand Image (BI) and Source Credibility (SC) attributes of eWOM have a significant relationship with (PI), while Brand Equity (BE) shows an insignificant relationship with PI. Interestingly findings from a cultural perspective indicate no …

Does Millennial Shopping Orientation Using Augmented Reality Enabled Mobile Applications Really Impact Product Purchase Intention?, Anil Kumar

University of South Florida (USF) M3 Publishing

Augmented reality (AR) applications have emerged as rapidly developing technology used in both physical and online to enhance the purchase intention. However, the research on product purchase intention using AR enabled mobile applications is still inconclusive. Thus this study is an attempt to examine whether augmented reality enabled mobile applications really impact the product purchase intention of Millennials. The study employed a survey questionnaire and administered directly to the respondents to collect the primary data. The results indicate that hedonic motivation, Telepresence, perceived ease of use, and service quality are positively related to product purchase intention whereas there is no …

A Comparison Of Implicit And Explicit Error Detection And Their Effects On Purchase Intention And Judgments Of Quality, Rachel Fernandes

Legacy Theses & Dissertations (2009 - 2024)

In an online study of purchase intent based on Chinese menu inspection, explicitly noticing grammatical errors by hotspot click was more detrimental to judgments of quality than implicit detection by error estimation. When they estimated errors in a survey question (ordinal measure), participants who reported many (more than nine) errors had lower purchase intent and ratings of quality compared to those with few (about six) or no errors. However, with the more novel, continuous measure based on hotspot detection, participant purchase intent did not decrease as the number of errors noticed increased. Importantly, there were no differences between the hotspot …

Factors Affecting Investors’ Buying Decision In Real Estate Market In Northern Cyprus, Gurkan Arslan, Karen Howells

University of South Florida (USF) M3 Publishing

North Cyprus has some mixed features in terms of being a region for investment. As a de-facto state it could be seen as an extensively risky place to buy property, as any future reconciliation on the island could see the property being forfeit. Conversely, it is seen as a very lucrative area to invest, as the property values in European terms are very low. For the price of a two bedroom apartment in most places in Western Europe, the investor could buy a villa with a swimming pool in North Cyprus. Other redeeming features are the extremely low crime rate, …

The Effect Of Corporate Social Responsibility On Consumer-Based Brand Equity: A Research On Automobile Brands, Ali Koroglu, Ibrahim Avci

University of South Florida (USF) M3 Publishing

One of the important issues that businesses emphasize in order to gain advantage in today's competitive environment is corporate social responsibility. Because the consumers' expectations from businesses are not only products and services, but also they expect them to behave responsibly towards society. Consumers care about the corporate social responsibility of businesses and brands of businesses with corporate social responsibility are more accepted by consumers. The aim of the research is to examine the effect of corporate social responsibility on consumer-based brand equity dimensions and the effects of these dimensions on purchasing intention. In this context, an online survey form …

Impact Of Celebrity-Endorsed Products On Consumer's Purchase Intention, Syeda Hiba Badar

CBER Conference

Consumer Perception about the brand does not create a significant impact on Purchase Intention if the brand is endorsed by a celebrity. (P>0.05) 2. Consumer's Trust upon a celebrity is 33.6% effective with respect to their Purchase Intention. 3. Consumer Skeptism does not have a significant impact on Purchase Intention. 4. Brand Awareness does not have a positive impact on Purchase Intention of consumers when it is endorsed by a celebrity. 5. Consumers’ Purchase Intention is influenced 22.4% to Follow the celebrity Influencer. Majority agrees to the statement and says that celebrities influence the brand image to a greater …

The Role Of Imagery Vs. Analytical Advertisement On New Products Evaluation, Juyon Lee, Wujin Chu

Asia Marketing Journal

Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radicallyinnovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars.
In particular, in advertisement for …

Motivational Antecedents To Fandom And The Resultant Effects In The Foreign Contemporary Music Market, Hyun Sang An, Wooyang Kim, C. Anthony Di Benedetto

Atlantic Marketing Association Proceedings

No abstract provided.

Youtube Advertising Value And Its Effects On Purchase Intention, Duygu Firat

Journal of Global Business Insights

This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, …

Cross Cultural Comparison Of Factors Driving Luxury Consumption, Claire Williams

Apparel Merchandising and Product Development Undergraduate Honors Theses

The global luxury market continued to grow to $313-318 billion in 2018 and the market is estimated to reach about $442 billion in sales by 2025 (Arienti, Levato, Kamel, & Montgolfier, 2018). Despite the rapid growth of the luxury market, factors influencing consumers’ perceptions and purchase intentions toward luxury brands remain under investigated. Researchers found consumers rely on extrinsic attributes such as country of origin (CoO) when purchasing luxury products. The mixed results of CoO effect in prior studies yield a need for further research. Therefore, the purpose of this study is to examine the effects of CoO and the …

Identifying The Influences Of Psychological Factors On Fashion Customization, Sukyung Seo

LSU Master's Theses

As environmental concerns have been increasing and fashion market condition has been fierce and competitive ever before due to consumers’ ever-changing fashion tastes, customization has received growing attention considering as a solution to overcome those challenges. Despite the numerous attention, research on customization has been limited to only issues from business viewpoints whereas studies from consumers’ standpoints are little.

The purpose of the study was to examine how consumers’ psychological properties (i.e., self- promotion, need for uniqueness, self-expression, social identity, self-monitoring, and other-directedness) affect buying intention of customized apparel products mediated by perceptions of customization and extended-self. To achieve the …

Advertising Appeals And Willingness To Pay For A Music Streaming Service, Katharine Baird

Undergraduate Honors Thesis Collection

Even with the rise of music streaming services, illegal downloads are costing the music industry $2.7 billion per year. The purpose of this study is to determine what types of advertising appeals will be most effective at enhancing the willingness to pay for a streaming service, thereby decreasing music piracy. This study examined college students’ willingness to pay for, willingness to recommend, interest in, and affective reaction to a music service after being exposed to a digital advertisement that employed either a rational, fear, or guilt appeal for a fictitious music streaming service. It was expected that music involvement, or …

What Happens After You Are Shocked? An Investigation Of Emotional Response, Brand Attitude, Attitude Toward Ad And Purchase Intention Of Shock Advertising In Chinese Consumers, Shuo Yan, Sindy Chapa

AMTP Proceedings 2018

The goal of this paper is to validate the emotion toward the ad scale among Chinese consumers as well as test several well-accepted hypotheses in advertising literature in shock advertising setting. The results of our study suggested that emotion was correlated with attitude toward ad (Aad), the casual relationship between Aad and Attitude toward brand (Ab), and the correlation between Ab and purchase intention (PI). A validated emotion scale was also proposed to measure emotions after viewing ads in Chinese consumers. A 17-item feelings toward ads (emotion) scale was finalized by using EFA. Suggestions for future research were discussed.

Comparison Of Experienced And Inexperienced Consumers’ Utilisation Of Extrinsic Cues In Product Evaluation, Yoonjeun Kim, Kiwan Park, Yaeri Kim, Chung

Asia Marketing Journal

This study compares experienced and inexperienced consumers’ patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues in the fine arts market – an art gallery’s brand reputation (a high-scope cue) and certificates of authenticity (a low-scope cue). These two cues are different in nature; the former is more abstract, intangible, and rich in content, so is more difficult to interpret than the latter. Given the differences in experienced and inexperienced consumers’ information processing styles, we …

Exploratory Study Of The Impact Of Social Media Marketing On Consumer Purchase Intention, Tayyaba Noreen, Sang-Lin Han

Asia Marketing Journal

Social media marketing have drawn substantial attention in business and academia. This study examines the impact of social media marketing on purchase intention of consumer in South Korea and Pakistan. The research background rests on literature of social media, social media marketing, electronic word of mouth and social media advertisement. Descriptive research method is adopted for the purpose of this study. The findings indicated that South Korean users have higher intention to purchase products through social media platforms as compared to users in Pakistan. The results also show that electronic word of mouth has greater influence on purchase intention as …

Parallel Sessions (Advertising): Tv Ads Impact On Consumer Purchase Intention, Ahmed Nabeel Siddiqui

International Conference on Marketing

The purpose of this paper is to highlight the influence of different contents of advertisements on the consumer purchase intention in UHT Milk.The research is conducted in five major cities of Pakistan with the sample size of 400 respondents selected by the systematic probability sampling technique and responses were collected with the help of structured questionnaires Result of the study shows that, due to quality features shown in TV advertisements of product, consumer purchase intention can be increased. While it was also found that the entertaining celebrity association, content credibility of product shown in TV advertisements, effective advertisement repetition and …

Consumer Evaluation Of Corporate Social Responsibility: New Insights From The Expectancy Confirmation/Disconfirmation Paradigm, Roberto Saldivar

Theses and Dissertations - UTB/UTPA

Consumer-centric corporate social responsibility studies have focused on consumer evaluation of CSR perceptions (Stanaland, Lwin, and Murphy 2011) without addressing the consumer’s CSR expectations (e.g. Russell and Russell 2010, Schuhwerk and Lefkoff-Hagius 1995, Sen and Bhattacharya 2001). This discovery motivates this study that utilizes the expectancy confirmation/disconfirmation paradigm (Erevelles and Leavitt 1992; Oliver 1985; Tse and Wilton 1988) to offer novel insights of consumers’ evaluations of CSR information and subsequent consequences in terms of customer satisfaction, referral, purchase intention and willingness to pay premium. Two studies, each with a unique design and sample, were developed to test 13 hypotheses. In …

Is Corporate Rebranding A Double-Edged Sword? Consumers` Ambivalence Towards Corporate Rebranding Of Familiar Brands, Grace Ing Phang

Asia Marketing Journal

Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of …

The Mediating Role Of Brand Recall And Brand Attitude In Influencing Purchase Intention In Advergames, Azaze Azizi Abdul Adis, Hyung Jun Kim

Asia Marketing Journal

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating …

National Brands Or Private Brands? A Regulatory Focus Perspective, Trang Phuc Tran, Joan Hubbard

AMTP Proceedings 2013

Drawing on existing literature, the current research is to investigate how regulatory focus moderates the influence of two aspects of message framing, i.e., attribute framing and risky choice framing, and their interactions on customer perception measured by four components: brand attitude, attitude toward the ad, purchase intention, and willingness to pay. A conceptual model was drawn to capture four hypothetical relationships: regulatory focus and attribute framing (H1), regulatory focus and brand type (H2), brand type and attribute framing (H3), and regulatory focus, brand type and attribute framing (H4). An experiment was conducted using 430 participants and a 2 (regulatory focus: …

Identifying Key Factors Influencing Internet Shopping Behavior For E-Satisfaction, Chris A. Meyers

AMTP Proceedings 2013

With Internet shopping gaining more attention and momentum, a better understanding of the online consumer is now in the forefront of most retail strategies. The growth of online retailing or Internet shopping has provided the apparel industry with additional avenues to reach the consumer. Previous research has shown that consumers’ intent to purchase online is highly driven by their satisfaction. Studies have touted the growth of on-line shopping and the growing purchases of those with Internet access (Lin & Sun, 2009). In fact, apparel products have been consistently ranked as one of the most frequently purchased items through the Internet …

Student Colloquium: Correlation Between Celebrity Endorser's Equity And The Brand Personification Of Pantene And Its Influence On The Purchase Intention Of The Consumers, Sana Hasan

International Conference on Marketing

This research is focused on the brand Pantene, and its celebrity endorsers Katrina Kaif and Shilpa Shetty. Celebrity endorsement through advertisement is a popular method of marketing communications. The customers make a direct link between the endorser and the brand he/she endorses. For this reason, choosing an endorser should involve assessing the compatibility of the image or characteristics of the endorser and those of the brand, and considering whether or not the equity of the brand and that of the endorser complement each other.

온라인 구전정보가 소비자 구매의도에 미치는 영향에 대한 실증연구, Chang Jo Yoo, Kwang Ho Ahn, Sung Whi Park

Asia Marketing Journal

Internet is having strong impact on the consumer`s decision making process. Information search has been done actively through internet today. The online reviews can be crucial information cue to evaluate the alternarive products. The online WOM(Word-Of-Mouth) effect depends on the characteristics of information sender, receiver, and WOM. This study is to examine the influence of the online word of mouth on the consumer purchase intention and the moderating role of product involvement, consumer regulatory focus and self-efficacy. Positive customer reviews on the products influence the purchase intention positively and negative customer reviews influence it negatively. Moderating role of involvement in …

The Role Of Ethnocentrism And Firms Reputation Of A Country Of Origin On Consumer Purchase Intention, Nadia Jimenez, Sonia San Martin

Asia Marketing Journal

The growth of international trade and the formation of supranational economic and political trading blocks have noticeably widened the presence on the market of products of different national origins. This has stimulated interest in explaining the Country-of-Origin (COO) role in domestic and international markets and its consequences on consumer behaviour. Since the consumer purchasing decisions can be decisive to the success of a company`s strategy in domestic and foreign markets, the objective of this study is to present empirical evidence on the extent to which reputation of firms associated to a certain COO are related to consumer purchase intention. Additionally …

서비스 실패와 복구 후의 소비자 반응에 관한 연구, So Jin Park

Asia Marketing Journal

No abstract provided.

인터넷 쇼핑에서 인터넷 자기효능감의 역할, Ho Bae Lee, Nam Kyeong Kwon

Asia Marketing Journal

No abstract provided.

인터넷 쇼핑몰에서 고객신뢰, 태도, 관계몰입과 구매의도의 구조적 관계에 관한 연구, Hyeong Yu Jang, Ki Han Jung

Asia Marketing Journal

No abstract provided.