Brand Purchase Intention Research Articles

Study on Guizhou Consumer Purchase Intention on National Brands under the Background of Cultural Confidence

This research takes the consumer group in Guizhou as the research object, using a quantitative research method, combined with the viewpoint of “purchase willingness” to the consumer’s national brand purchase intention for purchasing the national brand based on the established cultural confidence of residents. The three research objectives are: to analyze the influence of consumers on the purchase intention of national brands under the blessing of cultural background; to explore the influencing mechanism between the following groups of factors: what is the relationship between purchase intention and brand trust, brand perception and brand attitude and its significance; to develop targeted strategies to maintain sustainable brand development and improve users’ willingness to buy brands to provide valuable advice.

The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach

Although substantial research has been conducted to understand the luxury brand consumption at a global level, especially in the Western market, far less attention has been dedicated to the identification of factors driving such purchases in the Asia-Pacific region. This gap is addressed in the present study, which draws upon the extended theory of planned behavior (TPB) and complexity theory (CT) to identify the non-linear causal pathways pertaining to Chinese consumers’ luxury brand purchase intention. An online survey was conducted with a sample of Chinese consumers to gather data related to their attitudes, subjective norms, perceived behavioral control, self-congruity, power distance beliefs, and gender. An asymmetrical-based approach was adopted by combining fuzzy-set qualitative comparative analysis (fsQCA) with artificial neural network (ANN) analysis. The fsQCA results showed that there are seven solutions (i.e., various combinations of causal antecedents) that can facilitate the formation of luxury brand purchase intention, four of which are gender-specific. After completing the fsQCA, the ANN analysis was conducted to rank the causal conditions in terms of their importance, indicating that attitude and subjective norms are the most relevant antecedents. The present study contributes to the existing luxury branding literature by reevaluating and extending the well-established TPB with new variables and new research lens (i.e., asymmetric thinking). More specifically, this study represents the pioneering effort to apply set theoretic approach in understanding luxury goods consumption, thereby yielding more insightful results that reflect the complexity of reality, and thus advance the findings yielded by past studies that relied on variance-based methods.

아마추어 골프대회 스폰서십이 기업브랜드 이미지와 구매의도의 관계 분석

The purpose of this study is to analyze the relationship between the brand image of a company sponsoring an amateur golf tournament, customer satisfaction, and purchase intention. A total of 230 questionnaires were collected from amateur golf tournament participants. Data were analyzed with SPSS and AMOS. Frequency analysis, CFA (confirmation factor analysis), validity test, correlation analysis, and SEM (structural equation model) analysis were performed. First, corporate brand image had a statistically significant positive (+) effect on customer satisfaction. Second, customer satisfaction had a statistically significant positive (+) effect on purchase intention. Third, corporate brand image had a statistically significant positive (+) effect on purchase intention. Fourth, customer satisfaction plays a significant mediating effect in the relationship between corporate brand image and purchase intention. Businesses should pay attention to positive brand image, customer satisfaction, and purchase intention while sponsoring amateur golf tournaments.

SNS 브랜드 페이지의 소비자 간 상호작용과 브랜드 구매의도 관계: 한중 MZ 세대를 대상으로

The purpose of this study was to explain the relationship between consumer interactivity and brand purchase intention by examining social support, ethical perception, relationship quality, and intention to co-create brand value using SNS brand pages. The data were collected from Generation MZ in Korea (222) and China (285) and analyzed by using multigroup structural equation modeling. According to the results, first, means of all the constructs differed significantly between the two groups, with Chinese being more prominent than Koreans. Second, all the hypotheses except the relationship between social support and intention to co-create brand value were supported significantly. The relationship between social support and intention to co-create brand value was supported significantly only in Chinese. Moreover, the relationship between consumer interactivity and social support as well as the relationship between ethical perception and relationship quality were found to be significantly stronger in Chinese participants. By analyzing differences between Korean and Chinese consumers’ experiences with SNS brand pages, this study may provide valuable information to differentiate marketing strategies.

In-game advertising and brand purchase intentions: an SOR perspective

PurposeThis study aims to examine the effects of in-game advertisement congruity, interactivity and intrusiveness on gamers’ attitude towards advertising and purchase intention towards advertised brands based on the stimulus-organism-response (SOR) model.Design/methodology/approachThis study uses a structured online questionnaire to collect the data from 311 gamers aged between 18 and 35 years. This study examines mediation using bootstrapping.FindingsThis study authenticates the appropriateness of the SOR model in predicting the advertised brand purchase intentions. The results of this study indicated that attitude has a significant mediating role in the relationship of advertisement congruity, interactivity and intrusiveness with advertised brand purchase intentions. The results further revealed that this mediation was partial for all three relationships.Practical implicationsThe outcomes of the study are expected to benefit researchers and scholars to identify future research directions and thereby extend current know-how on gamification in general and in-game advertising in particular. The study findings will hold significance for marketers, advertisers and media planners too. By bringing out specific allied issues connected with in-game advertising, this study will help these stakeholders to plan their marketing campaigns in an efficient manner leading to higher traction and return on investment.Originality/valueThis study provides a new perspective to comprehend the purchase intention of gamers for brands advertised in online games through mediation by applying the underpinnings of the SOR model.

Understanding Influence of Social Media Marketing of Masstige Fashion Brands on Generation Z Female Indian Consumers

Social media has improved marketers’ connectivity with consumers. Targeting the Generation Z population through social media can provide ample opportunity for selling brands. This study aimed to examine the influence of social media marketing on the purchase intention of affordable luxury fashion brands among Generation Z female Indian consumers. Based on the uses and gratification theory, branding theory, and conspicuous consumption theory, a conceptual model was developed to explore the effect of social media marketing on brand equity and purchase intention and analyze the mediating role of brand equity on the relationship between social media marketing and purchase intention. Primary data were collected through a structured questionnaire from 348 female university students selected using convenience purposive sampling with the condition of using social media and following luxury fashion brand pages. Covariance-based structural equation modeling and path analysis was used to test the proposed hypotheses. The results showed that social media marketing significantly influenced brand equity and purchase intention, and brand equity partially mediated the relationship between social media marketing and purchase intention. The findings indicated that social media marketing of affordable luxury fashion brands raised both feeling and action. This study added valuable insights to the masstige theory and marketing of masstige brands.

How Warmth Appeal Affects Persuasion: The Moderating Role of Brand Concepts.

In practice, more and more companies are using warmth appeals in their advertisements, but not all warmth appeals can bring the expected results. Grounded in social perception, we propose that consumers’ inferences and behavioral intentions stemming from warmth appeals in advertising are moderated by brand concepts. Specifically, warmth appeal decreases competence inferences and, in turn, behavioral intentions toward the self-enhancement brands. However, it increases warmth inferences and, in turn, behavioral intentions toward self-transcendence brands. We tested our hypotheses through two experimental studies. Experiment 1 demonstrated that for self-enhancement brands, warmth appeals in advertisements decreased brand attitudes and purchase intentions; for self-transcendence brands, warmth appeals in advertisements increased brand attitudes and purchase intentions. Experiment 2 showed further evidence to the proposed effect and tested the mediating effects of warmth perception and competence perception. This research provides significant implications for advertising strategies.

Building Consumer Buying Interest through Content Marketing and Consumer Engagement

Content marketing has become the most popular marketing tool in recent years. content marketing can trigger consumer engagement and furthermore can stimulate consumer buying interest. however, there is a bias in previous research. Previous research generally used big brands as the research context. content distributed by big brands loses credibility, because there are questions whether they are viral because of the brand or the content itself. This study tries to fill the gap by examining the effect of satisfaction on small business content on brand trust and purchase intention. This research was conducted in Surakarta and Yogyakarta during the end of 2021. The respondents were Millennials and Gen- z. These two generations have a high intensity on social media so they are considered reliable to fill out the questionnaire. Samples were taken by non-probability sampling method. The type of non-probability sampling technique used is purposive sampling because there are certain criteria that are required in order to fill out the questionnaire in this study. This research is carried out with a quantitative approach because it intends to test the relationship between variables. Data testing was carried out using the SEM-PLS method. PLS was chosen because this study tested a new model. The results of this study indicate that consumer satisfaction with content has an important role in buying interest.

The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media

AbstractThis research is a comparative study of the marketing of luxury brands by social media and by traditional media. It examines the influence of status consumption and brand equity and shows how they impact on the purchase intention of luxury brands. The research is based on the Indian luxury brand market, a sector that has yet to be studied in any depth. It uses a questionnaire with a convenience sampling strategy that targeted followers of prominent luxury brands in four of India's largest metropolitan cities; 453 usable responses were obtained. The research provides both a model and identifies a number of managerial and theoretical implications. The results show that status consumption and brand equity positively affect the purchase intention, with this being more significant in social media marketing activity than in traditional marketing activities. The research indicates that it would be wise to use a blend of both social and traditional media for marketing luxury brands. For social media campaigns, luxury brand managers should focus on status consumption and brand equity, which should lead to increased intention to purchase.

ANALISIS PENGARUH STORE IMAGE PERCEPTION DAN STORE BRAND PRICE IMAGE TERHADAP STORE BRAND PURCHASE INTENTION DENGAN PERCEIVED RISK SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Konsumen Supermarket Super Indo Majapahit)

Store brands are a form of strategy used in competing for retailers in a market that is increasingly competitive. Based on previous research, there are several factors that influence buying interest, namely Store Image Perception, Perceived Risk, and Store Brand Price Image. This study aims to see the influence of the influence of Store Image Perception, Perceived Risk, and Store Brand Price Image Image Intention on Super Indo Majapahit supermarkets. The research method used in the study Statistics Product and Service Solutions (SPSS) for Windows 16.0 with regression analysis and path analysis for the mediating variables. The technique used to study the data is a survey using a structured questionnaire. The population and samples in this study were visitors or buyers of Super Indo Majapahit supermarkets with the results of 89 respondents who can be used in this study. The results of the study indicate that Store Image Perception has a significant positive effect on Store Brand Purchase Intention in Super Indo Majapahit consumers. Store Brand Price Image has a significant positive effect on Store Brand Purchase Intention for Super Indo Majapahit consumers. Store Image Perception has a significant negative effect on Perceived Risk on Super Indo Majapahit consumers. Store Brand Price Image has a significant negative effect on Perceived Risk on Super Indo Majapahit consumers. Perceived Risk has a significant negative effect on Store Brand Purchase Intention for Super Indo Majapahit consumers. Store Brand Price Image significantly influences Store Brand Purchase Intention through Perceived Risk mediation at Super Indo Majapahit. All hypotheses have a significant effect except Store Image Perception which has no significant effect on Store Brand Purchase Intention through the mediation of Perceived Risk at Super Indo Majapahit because tstatistic (1.591) < ttable (1.663).Keywords: store brand, image, price, risk, purchase intention.

Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value.

Social media advertisement (ad) is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square (PLS)-based structural equation modeling. The results indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers’ intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement (CBE) by incorporating interesting content, which may encourage the customer’s interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth (e-WOM) on social media platforms to drive consumers’ online brand purchase intention.

The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian luxury market. 453 responses were obtained from the top four metropolitan cities of India, i.e., Mumbai, Delhi-NCR, Bengaluru, Hyderabad, via snowball sampling method. The researchers have used structural equation modeling to assess the causal relationships between constructs. The results concluded that social media marketing activities and brand equity positively affect the purchase intention of luxury brands, which is more significant in India, while status consumption and brand trust are found to impact purchase intention in case of Indian shoppers. Researchers have proposed a research model that leads to managerial and theoretical implications. Luxury brand managers must focus on social media marketing activity, status consumption, and brand equity, leading to luxury brand consumption. The study investigates the factors affecting purchase intention of luxury brands and a comparative study in the Indian context that is not much analyzed. The constructs were carefully chosen to meet the requirements of the study. The survey method delivers an inclusive yet summarizing depiction of the literature and implications to luxury brand managers and future researchers.

The determinants of personal luxury purchase intentions in a recessionary environment

ABSTRACT Luxury brand consumption has remained strong even in countries with recessions. This study explores the role of personal factors, socio-cognitive factors, and potential marketing forces, in driving consumers’ luxury purchase intentions in a market that is struggling to recover from a recession – Greece. Data were collected using a self-administered survey via an online panel. The results indicate that consumers’ need to escape and impulsiveness are positively associated with luxury brand purchase intentions in a recession. Sales promotions moderate the relationship between escape, self-expression, and luxury brand purchase intentions. Consumers’ perceptions about the recession effect on society also moderate the relationship between escape, self-expression, social status, and luxury brand purchase intentions. This study contributes to the literature and practice of luxury branding in recession by identifying the interplay between various personal, social, and marketing factors that can influence luxury brand purchase intentions in a recessionary environment.

The role of celebrity endorser toward brand attitude and purchase intention

The purpose of this study was to examine the effect of the source credibility of celebrity endorsers such as trustworthiness, expertise, and attractiveness) on brand attitudes and purchase intentions for endorsed brands. The type of sampling used is purposive sampling with a total of 300 respondents. The analytical method used is the Structural Equation Modeling (SEM) method using Smart PLS (Partial Least Square) software. This study finds that the trustworthiness, expertise, and attractiveness of a celebrity endorser have a positive and significant effect on brand attitude and purchase intention. This shows that the better the trustworthiness, expertise, and attractiveness of a celebrity endorser, the better the consumer's positive attitude towards the brand (brand credibility). Furthermore, the better the consumer's positive attitude towards the brand (brand credibility), the higher the purchase intention that arises from a consumer.

The role of culture adoption in moderating the influence of country image, corporate image, brand image on brand attitude and purchase intention toward foreign brands

The role of culture adoption in moderating the influence of country image, corporate image, brand image on brand attitude and purchase intention toward foreign brands

Impact of electronic word-of-mouth on brand relationship and purchase intention: the case of the smartphone industry

Impact of electronic word-of-mouth on brand relationship and purchase intention: the case of the smartphone industry

Impact of Brand Equity Dimensions on Repurchase Intention: Evidence from Soft Drinks Consumption of Adolescents

The study was conducted to evaluate the impact of brand equity dimensions of brand awareness, brand associations, perceived quality, and brand loyalty on repurchase intention of soft drinks by adolescents. Even though adolescents are treated as an important customer category in terms of heavy consumption, the consumer behavior of adolescents has not been well-addressed. Accordingly, the soft drinks consumption behavior of adolescents was evaluated as it is one of the items that have the highest consumption by adolescents. A survey was conducted using a self-administered structured questionnaire to collect data from a sample of 400 adolescents. Structural equation modeling technique was employed to validate the model and test the hypotheses. The results reveal that brand associations, brand loyalty, and perceived quality have a significant impact on the repurchase intention of soft drinks by adolescents, while brand awareness is non-significant on repurchase intention. The results specify that brand associations have the highest significant impact on repurchase intention. The results also indicate that adolescents are brand loyal customers, and brand loyalty plays an imperative role in determining the purchase intention of soft drink brands. Although the public interest in quality attributes of soft drinks is rather negative, adolescents have a favorable perception towards quality attributes that significantly impact repurchase intention.

Capturing behavioural outcomes through branded applications: the perspective of the investment model

PurposeNumerous companies have launched branded applications to foster consumer–brand relationships. Due to fierce competition among branded apps, the retention rate is quite low. The facilitation of behavioural outcomes through branded apps is a highly relevant research area. This paper investigates the drivers of behavioural outcomes in the context of branded apps from an investment model perspective.Design/methodology/approachThis work examines various branded apps primarily used by consumers in disparate product categories, namely, Target, Walmart, Under Armour, Nike, Pandora, Spotify, Starbucks, Burger King, Disney and Netflix. Four hundred and one valid online questionnaires were obtained and partial least squares structural equation modelling was used for data analysis.FindingsThe results obtained extend the investment model to the context of branded apps and show that app investment size and app satisfaction facilitate brand relationship commitment, successively enhancing app continuance intention, brand purchase intention and app word-of-mouth (WOM) intention. Furthermore, app confidence benefits and self-enhancement benefits facilitate app satisfaction, while app social benefits and special treatment benefits facilitate app investment size.Originality/valueThe present work applies an investment model to various branded apps to show how relationship components facilitate behavioural outcomes. We contribute to the literature by identifying four types of app relational benefits as drivers of relationship components in the context of branded apps.

The effects of brand revitalisation and retro branding on brand and purchase outcomes: the moderating roles of consumer nostalgia proneness and self-construal

ABSTRACT The present study designed two studies with different research designs to test the effects and boundary conditions of brand revitalisation and retro branding strategies. Study 1 found that both brand revitalisation and retro branding strategies increase consumer brand attitudes and purchase intentions (compared to control groups). In addition, the effect of retro branding was stronger for nostalgia-prone consumers, whereas brand revitalisation was more effective when consumers were low in nostalgia proneness. Study 2 used incentive-compatible design and found that retro branding strategies can increase consumer-perceived self-brand congruence and willingness to pay (WTP) for consumers with interdependent self-construal. Brand revitalisation strategies, however, increase perceived self-brand congruence and WTP when consumers have independent self-construal.

Extended Theory of Planned Behavior (TPB) to Analyze the Batik Purchase Intention of Indonesian Millennials and Gen Z

As the nation’s cultural heritage of Indonesia, batik has an important role in the Indonesian economy. This industry provides job opportunities that involve a lot of human resources in it and contributes to the country's foreign exchange through the export of national batik to big countries. Although the development of the batik industry has increased, there are still problems in marketing batik products in Indonesia. These problems can lead to more serious problems such as batik craftsmen leaving the business. These problems must be overcome so that the batik industry can maintain its existence. One of the possible solutions is to understand buying behavior characteristics of the existing consumer groups, which are Millennials and gen Z. Therefore, the purpose of this research is to use a theoretical framework based on the Planned Behavior Theory (TPB) model by Ajzen (1991) to analyze the relationship between experimental variables and the effect on Indonesian Millennials and Gen Z's intention to buy Batik. The focus area selected was Java Island because that is an area with the largest batik industry center in Indonesia. So, the potential to reach a larger consumer need to be explored. Considering the potential of the new generation's high buying power, Millennials and Gen Z were selected as the subject of this study. A total of 177 respondents from various provinces in Java were involved in filling out an online questionnaire containing measurement items related to the purpose of this study. The next step is processing the data using the Partial Least Square Structural Equation Model (PLS-SEM), which has been widely used in various research disciplines over the last two decades. The results show that the five of six hypotheses tested are acceptable: 1) Attitude towards behavior influences purchase intention; (2) Batik Brand Image influences Attitude towards behavior; (3) Perceived behavior control influences purchase intention; (4) Subjective norm influences purchase intention; (5) attitude mediates the relationship between brand image and purchase intention.