Abstract
<p>Current study puts light on the role of brand equity, hedonic consumption tendencies, and advertisement on cognitive dissonance. Impulse Buying plays the role of a mediator in the study. Purpose of this study is to examine how brand equity, hedonic consumptions, and advertisement affect cognitive dissonance of the customers. Analyses of a sample of 370 customers, drawn from different outlets of famous fashion clothes in Multan city, revealed attention-grabbing findings. A mediation analysis was conducted through regression analysis in the study. Hedonic consumption tendencies and advertisement were found significant in predicting cognitive dissonance while brand equity was found having an insignificant relation with cognitive dissonance where impulse buying found significant in predicting cognitive dissonance being having positive relation. Further to this, impact of brand equity, advertisement and hedonic consumption tendencies found directly related to impulse purchase. Product category wise examination of current model adds new directions and findings in the future. Prior studies on purchase intentions have mainly focused on simple models at any given time. However, researchers increasingly argue that a complex representation may give better understanding of customers’ purchase intentions. To the best of the authors’ knowledge, this study is one of the first empirical studies to address a complex structure of the proposed variables.</p>
Highlights
Brand equity is positive image about a brand in the mind of a customer (Kim & Kim, 2005)
Hedonic consumption tendencies and advertisement were found significant in predicting cognitive dissonance while brand equity was found having an insignificant relation with cognitive dissonance where impulse buying found significant in predicting cognitive dissonance being having positive relation
2.6 Research Question 1) What is the impact of brand equity on cognitive dissonance? 2) What is the impact of advertisement on cognitive dissonance? 3) What is the impact of hedonic consumption tendencies on cognitive dissonance? 4) What is the impact of mediating role of impulse buying on the relationship between brand equity, advertisement, hedonic consumption tendencies and cognitive dissonance? The research objective is to identify the effect of brand equity, advertisement and hedonic consumption on impulse buying and cognitive dissonance attached with various fashion-oriented clothes’ purchase by customers where Impulse buying plays a mediating role in the study
Summary
Brand equity is positive image about a brand in the mind of a customer (Kim & Kim, 2005). It can be said that Brand equity is an expression usually used in the marketing field, which defines the value of having a popular brand name. Advertisement is a paid form of communication by the use of many communication mediums to influence the customer for buying the product (Kotler & Zaltman, 1971). Customers who usually try to make such purchases are termed as impulse purchasers or impulse buyers. This study helps to identify some important factors, which affect impulse buying and cognitive dissonance. Many of the studies have explained the effect of impulse buying on cognitive dissonance before. None of the studies has mentioned any relationship between brand equity, Advertisement and hedonic consumption with the cognitive dissonance in a mediation study. This study contributes in knowing how brand equity and advertisement, hedonic consumption tendencies via a mediating variable (impulse buying) affect cognitive dissonance
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