Brand Purchase Intention Research Articles

Emotional intelligence, external emotional connections and brand attachment

PurposeThe purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence.Design/methodology/approachData were collected using survey methodology (n = 419), and the hypotheses were tested by using a structural equation modeling (SEM) approach.FindingsFindings reveal that emotional intelligence is positively related external emotional brand connections (i.e. connecting a brand to important people, events and experiences in memory) which, in turn, has a positive influence on emotional brand attachment. Findings also show that emotional brand attachment is positively related to brand purchase intentions and brand attitudes.Research limitations/implicationsThis research shows that both external emotional connections and emotional intelligence are important antecedents of emotional brand attachment, even after controlling for different types of brand use (social and special occasion brand use) and product category. Other control variables, such as brand characteristics, are not examined.Practical implicationsThe findings suggest that brand managers can enhance emotional brand attachment by helping consumers establish external emotional brand connections.Originality/valueThis research addresses a gap in previous research by examining antecedents of emotional brand attachment. The findings showcase that emotional intelligence is an antecedent to external emotional brand connections and emotional brand attachment. This research also goes beyond the loyalty focus of previous research to show that emotional brand attachment has an impact on general purchase intentions and brand attitudes.

The influence of negative publicity on brand equity: attribution, image, attitude and purchase intention

PurposeThis study aims to understand the influence of negative publicity on brand image, brand attitude and brand purchase intention. Specifically, the study examines the role of attribution (or brand blame) and information characteristics in Chinese consumers’ responses to negative publicity.Design/methodology/approachThe study used a quasi-experimental approach involving two negative publicity scenarios (mild and high severity) and a sample of 203 young and educated Chinese consumers. Partial least squares was used to test the hypotheses.FindingsA common assumption is that negative brand information has a negative influence on all aspects of a brand. However, this study finds that brand blame and information severity have differential effects on consumer evaluations of the affected brand. Specifically, brand blame negatively impacted attitudes and purchase intentions, but not brand image. In contrast, information severity negatively impacted brand image, but not attitudes or intentions. Further, the relations between brand image and brand attitudes and intentions depended on the level of information severity. In the mild-severity condition, brand image positively influenced attitudes and intentions, but not in the high-severity condition.Research limitations/implicationsFuture research should examine consumer responses to negative publicity across different media and product categories. Cross-cultural studies should also be explored in the future.Practical implicationsWhen a brand encounters negative publicity, its marketer or brand manager should assess to what extent various brand equity components are influenced by negative publicity before adopting any cognitive-based or imagery-based communication strategies.Originality/valueThis paper contributes to the limited and fragmented literature on consumer response to negative publicity by examining the impact of consumer’s attributions of blame to the brand under conditions of mild and severe negative information on a range of important brand-related outcomes. Specifically, the authors find that negative publicity has a different impact on brand image, brand attitudes and intentions to purchase. The authors suggest that brand managers use this information to guide their marketing communications.

패션명품 구매시 정보원 이용이 브랜드 인지도 및 구매의도에 미치는 영향

패션명품 브랜드들이 예전과는 달리 오프라인뿐 만 아니라 모바일과 인터넷을 이용하여 소비자들에게 다양한 정보를 제공하는 등 온라인을 통한 다양한 마케팅활동을 확장하고 있다. 이에 소비자들이 이용하는 정보원도 이전과는 차이가 있을 것이다. 따라서 본 연구에서는 패션명품구매 소비자들이 이용하는 정보원을 확인하고 정보원 유형에 따른 소비자 특성 및 구매의도의 차이를 살펴보고자 한다. 연구의 자료는 명품패션제품을 구매한 경험이 있는 성인을 대상으로 설문지를 사용하여 수집하였다. 자료 분석은 SPSS 23.0 통계 프로그램을 사용하여 빈도분석, 요인분석, 신뢰도분석, 교차분석, 분산분석, 회귀분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 패션명품 구매시 주로 이용하는 정보원은 모바일을 이용한 SNS, 인터넷 광고, TV광고 순으로 선호하는 것으로 나타났다. 그리고 활용하는 정보원은 연령에 따라 차이가 있었다. 둘째, 패션명품 구매시 선호하는 정보원 중 광고 및 판매촉진 정보원 이용 소비자들은 40대의 기혼으로 브랜드 인지도와 패션명품 구매의도도 가장 높았고, 온라인과 인적 정보원을 활용하는 소비자들은 20대의 미혼이 많으며 구매의도가 높았고 정보 무관심 집단에 비하여 명품 브랜드 인지도가 높았다. 정보무관심 집단은 구매의도와 브랜드 인지도가 다른 집단에 비하여 낮음을 알 수 있었다. 본 연구결과를 바탕으로 패션명품기업들은 소비자들의 구매의도를 이끌 수 있도록 타겟에 따른 적절한 정보원 활용으로 기업 매출에 도움을 주어야 할 것이다.

The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products

The current study was designed to observe the impact of consumer ethnocentrism and brand personality on purchase intention, perceived quality and brand trust in the Pakistani clothing market. Famous Pakistani clothing brands were selected to examine the impact of consumer ethnocentrism and brand personality on purchase intention, evaluation of the product and brand trust. 300 questionnaires were distributed to consumers. The response rate was 90%. The sample comprised 52.2% males and 47.8% females. Two-level Structural Equation Modelling using LISREL 8.80 was employed to determine the convergent and discriminant validity. The study has concluded that Pakistani consumers are highly ethnocentric and ethnocentrism strongly affects purchase intention of domestic brands among Pakistani customers. The research found that brand image has a greater effect on purchase intention, perceived quality and brand trust than consumer ethnocentrism. Results also demonstrate that quality, as perceived by consumers, influences purchase intention which indicates that alone, brand personality and consumer ethnocentrism tendencies do not guarantee sales of local brands. This study puts both consumer ethnocentrism and brand personality into one model to access its role on consumer behavior. The results of the research can assist domestic marketers to comprehend the role of consumer ethnocentrism propensity and brand personality in purchasing domestic products, quality perception and building trust among young customers. To the best of the researchers’ knowledge, it is one of the pioneer studies in the context of Pakistan that casts light on the significance of ethnocentrism in evaluating domestic products by contributing to the literature of marketing.

The Influence of Social and Personal Motivations on the Purchase Intention of Luxury and Counterfeit Brands by Chinese New Generation Consumers

The research demonstrates how the social motivations (specifically, conspicuous, materialism, Mianzi) and personal motivations (specifically, self-gift, need for uniqueness, quality seeking) of Chinese new generation consumers influence their purchase intention of luxury brands and counterfeit brands. An online survey focusing on the Chinese new generation consumers was implemented, which was aggregated to 332 with a validity rate of 92.2%. Using SAS 9.4 and Amos 24, hypotheses were tested using multiple regression and stepwise regression model and path analysis model. The results showed that social-adjustive attitude and value-expressive attitude played an important mediating role between social motivations and personal motivations and the purchase intention toward luxury brands, respectively. On the contrary, relative to luxury goods, social-adjustive attitudes were positively related to the buying intention of counterfeit goods, but value-expressive function has no effect on the purchase intention of counterfeit goods. This study contributes to the literature in terms of a new psychological framework for the purchase of luxury brands by Chinese new consumers; compared to counterfeit goods; to help predict Chinese future luxury market trends.

먹는샘물 선택속성이 브랜드이미지 및 구매의도에 미치는 영향

먹는샘물 선택속성이 브랜드이미지 및 구매의도에 미치는 영향

The Level of Involvement with the Olimpic Games and its Influence in Sport Sponsorship.

In this research, intend to demonstrate the influence of the consumer involvement in a finer brand purchase intent of the sponsor, and generate an effect on the consumers "goodwill" towards the sponsor and also to perceive a greater fit between sponsor and event, and finally cause the consumer better exposure in the event. This was chosen the Rio 2016 Olympic Games. In this study, different analyses have been conducted to verify reliability and factorial scales of charges. As well as analyses to contrast the hypotheses: ANOVAS and structural equations using the SmartPLS program (is a software with graphical user interface for variance-based structural equation modeling (SEM) using the partial least squares (PLS) path modeling method[1]), to check the fit for the model. It is interesting to highlight the contribution to this research, because if organizations look for sporting events with a public involved with them. Consequently will get a bigger intention to purchase the sponsor's brand, a finer perception of both the goodwill and the fit between the event and the sponsor, and finally a larger exposure in the event and accordingly, to the promotions made by sponsor brands. [1] Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.

Analysis of consumers’ attitudinal and emotional factors on luxury apparel brand purchase intentions

ABSTRACTThis study advances both descriptive and managerial research addressing foreign consumers’ attitudinal, attributional and emotional valuations of brand equity for a U.S.-based global luxury brand. Taiwan was selected as the focal population of interest because this foreign market is distinguished by high market penetration and consumer awareness of global apparel brands. Consistent with a call for additional research on this topic, the present study employed both qualitative and quantitative research methods to empirically assess the relationship of foreign consumers’ brand awareness, attitudinal and emotional factors with the ensuing purchase intentions. Notably, customers’ level of price sensitivity is also included in the model, and the empirical findings reveal that price sensitivity negatively influences purchase intentions. The results also suggest that consumers’ susceptibility for perceived quality has a positive influence on purchase intentions for the U.S. apparel brand through emotional value. The takeaway for marketers in the luxury apparel industry is to increase the brand value in the customers’ mind to offset the likely negative effect of consumer price sensitivity. In addition, fashion brand managers could consider penetrating the brand-sensitive buyer’s market with a popular name brand and try to exploit the brand-insensitive buyer market with a generic apparel brand.

외식상품 멀티유통채널의 4C 마케팅믹스 전략이 브랜드 신뢰와 구매의도에 미치는 영향

외식상품 멀티유통채널의 4C 마케팅믹스 전략이 브랜드 신뢰와 구매의도에 미치는 영향

Effects of luxury brand perceptions on brand attachment and purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan

The purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention. In addition, the study examines the influence of antecedents on brand attachment and purchase intention among consumers in China, Hong Kong and Taiwan (i.e. the Greater China region). Using an empirical research method, the effects of luxury perceptions on brand attachment and purchase intention are tested using the partial least squares (PLS) approach to structural equation modelling. Differences in the structural relationship among subsamples were also examined by multi-group analysis to achieve a better understanding of the characteristics of different markets, thus contributing to the marketing strategy knowledge. According to the study results, antecedents, including individual value, social influence and luxury brand image, significantly influence brand attachment and purchase intention. Furthermore, the group comparisons suggest that the three subsamples have different characteristics with respect to the structural relationship. In the China subsample, brand attachment is more likely to be influenced by social influence. In comparison, Hong Kong consumers are more rational, that is, brand attachment and purchase intention are strongly influenced by consumer’s perception of luxury brand image. Finally, the purchase intention of Taiwanese consumers mainly depends on the affection for the luxury brand.

Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model

ABSTRACTSocial media have opened up a whole new era for fashion companies and brands, encouraging them to identify innovative relationship with consumer. In order to face these new challenges, understanding the combinatory mechanism of brand credibility and brand image in the formation of brand purchase intention is strategic for fashion brands practitioners. The main purpose of this study is to examine the moderating effect of social media on the relationship between brand credibility, brand image and purchase intention of fashion brands. A conditional process analysis methodology is employed to describe the mediation and moderation effects of the variables analyzed. The findings show that brand credibility has a positive influence on brand image and purchase intention. In addition, social media activity is positively influential on the direct relationship between brand image and purchase intention. However, the results show that, over social media activity, the direct influence of brand credibility on purchase intention decreases. From a managerial point of view, the study helps fashion brand managers in executing marketing decisions through the evaluation of brand credibility and the understanding of the impact of social media activity to increase the brand image and consumer purchase.

Model Hubungan Citra Merek, Perpsepsi Kualitas, Harga dan Intensi Pembelian Konsumen

This study examines the relationship between brand image, perceived quality, and price on the purchase intention of brand X perfume. In particular, the role of quality and price is placed as a mediator on the relationship between brand image and purchase intention. Data were collected through the distribution of questionnaires with the convenience sampling method. A total of 117 customers from three supermarkets in Jakarta were used as respondents. Data analysis used PLS-SEM to test the proposed hypothesis. Empirical results show that brand image significantly and positively affects perceptions of quality and price. Brand image, quality, and price are three factors that directly affect purchase intention. Testing the mediation model shows that price is proven to be a mediator of the relationship between brand image and purchase intention, while perceived quality is not significant. This research is limited to the buying behavior of perfume products so that future research can expand the analysis on different products.

The Effect of In-Store Experience Within Branding Context on Brand Attitude and Purchase Intention

The Effect of In-Store Experience Within Branding Context on Brand Attitude and Purchase Intention

The effect of brand reputation and SNS contents on brand association and purchase intention

The effect of brand reputation and SNS contents on brand association and purchase intention

Heterogeneity of luxury value perception: a generational comparison in China

PurposeDespite the growing research regarding consumer luxury value perception and their influence on luxury consumption behavior in different cultural contexts, there is little research investigating the cultural variation toward luxury within different generations in a given society. The purpose of this paper is to assess the relationships among Confucian propriety, luxury value perception, and purchase intention of luxury brands, and especially how these relationships differ between young and older consumers in a Chinese context.Design/methodology/approachData were collected through a questionnaire survey in China. A multi-group structural equation model was used to test the conceptual model and research hypotheses.FindingsThe results show that the effects of functional value and social value on purchase intention of luxury brands are stronger for older generations than younger ones, while the effects of self-identity and hedonic value on purchase intention are stronger for younger generations than older ones. The Confucian propriety relates positively to the functional value and social value; however, these effects are more salient for older consumers.Originality/valueThe results of this study reveal the evolution of luxury consumption values and behaviors of Chinese consumers, suggesting that marketers should no longer label Chinese luxury consumers with common behaviors. It is also recommended that marketers of luxury brands in China should adapt this shifting attitude and respond actively to the expectations of different generations.

공익연계 마케팅에서 공익적 속성의 현저성 및 상징성이 브랜드 태도와 구매의도에 미치는 영향에 관한 연구

공익연계 마케팅에서 공익적 속성의 현저성 및 상징성이 브랜드 태도와 구매의도에 미치는 영향에 관한 연구

Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention

ABSTRACTThe celebrity worship considered as an anomalous psychological behavior with major consequences on personality development of an individual is examined with the important constructs of marketing namely, brand attitude, advertisement attitude and purchase intention. The study is carried out with a sample size of 386 respondents. The model is tested using structure equation modeling where celebrity worship is studied by examining its three dimensions individually as well as in aggregate implementing an existing celebrity worship scale. The study reveals some interesting findings with celebrity worship having a direct positive relationship with advertisement attitude and purchase intentions, whereas brand attitude is found to be significantly negatively associated with celebrity worship. The future research scope for the study and its practical implications are discussed based on the findings of the study.

How Consumer Ethnocentrism (CET), Ethnocentric Marketing, and Consumer Individualism Affect Ethnocentric Behavior in China

ABSTRACTThis study investigates how the value of consumer ethnocentrism (CET) and ethnocentric marketing affect consumers' purchase intentions for domestic and foreign brands in China. In predicting ethnocentric consumer behavior, past research has tended to focus on consumers' ethnocentric values rather than ethnocentric marketing stimuli. In addition, this study examines how the consumer value of individualism and collectivism (IC) affects ethnocentric choice behavior. An experimental study was conducted on 220 Chinese millennials, using fictitious advertisements. The study found that the CET value has moderate effects on consumer purchase intentions for foreign brands, while it strongly influences consumer purchases of domestic brands. In addition, the findings suggest that ethnocentric advertising may not encourage purchases of domestic brands, but can discourage foreign brand purchases. More significantly, individualistic consumers were found to show a greater preference for foreign brands and also their brand choices were less affected by the CET value and ethnocentric advertising.

The Effect of Corporate CI Change in case of CEO Risk Situation on Consumers’ Brand Attitude and Purchase Intention

The Effect of Corporate CI Change in case of CEO Risk Situation on Consumers’ Brand Attitude and Purchase Intention

Antecedents of consumers’ Halal brand purchase intention: an integrated approach

PurposeThe purpose of this paper is to apply the concept of traditional branding constructs – brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty. In addition, this study seeks to elaborate the relationships among brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust, Halal brand loyalty and consumer purchase intention.Design/methodology/approachA theoretical model with hypothesised relationships is developed and tested with the help of structural equation modelling procedure in AMOS. This research used the questionnaire survey method to collect data from 347 consumers in Pakistan who had the experience of purchasing Halal milk brand.FindingsThe empirical results suggest that perceived brand quality has a significant and positive influence on the Halal brand image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and purchase intention. Similarly, the Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty significantly influence consumer Halal brand purchase intention.Research limitations/implicationsThe Muslim population is growing in many parts of the world, including non-Muslim countries. Although this study’s focus is limited to Pakistani Muslims, findings related to the effects of brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust and Halal brand loyalty on intentions may not be equally valid for Muslim consumers in others Muslim and non-Muslim countries and for other types of products.Practical implicationsThe findings indicate that ignoring the important quality elements of a brand could be costly to marketers who failed to realise the importance of traditional brand attributes whilst embracing Halal brand marketing initiatives. In addition, Halal branding can allow the businesses to access to new markets, to enjoy more competitive advantages and to increase their profitability by selling at higher prices with higher profit margins.Originality/valueAlthough previous research has explored the relevant issues about brand image, brand satisfaction, brand trust and brand loyalty, none highlights these traditional constructs to an unexplored field of Halal products.