Brand Purchase Intention Research Articles

Impact of Social Media Marketing on Gen Z Males' Purchase Intention of Facial Wash Product

The worldwide cosmetics sector is expanding quickly in the modern period due to rising consumer demand. More and more people, regardless of gender, strive to achieve visual appeal and good health. The worldwide cosmetics sector has seen tremendous growth in the popularity of skincare products. Male skincare product consumers are growing due to changing lifestyles and heightened self-awareness. Earlier research indicates that social media has a significant role in luring males to purchase skincare products. Knowing how effective social media marketing is towards Gen-Z males' purchase intention is essential. Thus, there is a need for a comprehensive examination to be carried out. The primary objective of this research is to determine whether social media marketing has a direct or indirect impact on the purchase intention of facial wash brands. This research is conducted using a quantitative approach, utilizing a survey distributed towards 306 respondents Gen-Z males who live in Bandung aged 18 - 26, have previously purchased facial wash products from any brand, and use social media frequently. The data that was collected was analyzed using descriptive statistics and PLS-SEM. The result of the analysis shows that social media marketing has a direct and positive impact on purchase intention. However, their relationship seems to be on the low-to-average level. In order to strengthen their relationship, it is found that the mediator variables, which are brand image, brand trust, and brand loyalty, are needed. Therefore, to effectively use social media marketing to influence purchase intention, brands have to consider building a good brand image, brand trust, and brand loyalty. The findings of this research can be utilized by marketers who intend to create purchase intention through social media marketing.

Purchase intention of luxury fashion brands in post-pandemic era: A double moderation analysis using information acceptance model

ABSTRACT This study explores the factors influencing luxury fashion brands’ information adoption and purchase intention. Using the information acceptance model (IACM), a double-layered conceptual model was developed to investigate the relationship between various dimensions of information from electronic word of mouth (eWOM) customers receive from social media and information adoption and purchase intention. A survey instrument was used to collect data online from 452 social media users who have purchased luxury fashion brands in India. The hypotheses were tested using AMOS software for structural equation modeling and Hayes PROCESS macros. The results indicate that information credibility, information quality, attitude towards information (ATI), information usefulness, and information needs were positive predictors of consumer information adoption. Results also show that information adoption is positively related to purchase intention. Furthermore, this study has found a significant moderating role of perceived risk (PR) in the relationship between information adoption and purchase intention. Contrary to what has been hypothesized, the three-way interaction between information adoption, PR, and information credibility on purchase intention was not supported. This study focused on the information-adoption-purchase intention of luxury fashion brands, particularly in the context of a developing country, India.

Is beauty always good? Effects of visual presentation of Influencer’s aesthetic labor on brand purchase intention

Aesthetic labor plays a crucial role in social media influencer marketing. Based on the theories of aesthetic labor and social media influencers, this study aims to identify the psychological mechanism and boundary conditions of the effects of visual presentation of influencers’ aesthetic labor on consumers’ brand purchase intention. The results of five studies indicate that the visual presentation of influencers’ aesthetic labor and consumers’ regulatory focus have an interactive effect on brand purchase intention. Specifically, promotion-focused consumers (vs. prevention-focused consumers) are more willing to purchase brands endorsed by influencers with a high-level (vs. low-level) visual presentation of aesthetic labor through para-social relationships. Furthermore, the homophily between influencers and consumers moderates this interaction effect. These findings have significant managerial implications for influencers and other retailing marketers to leverage aesthetic labor to win consumers’ purchase intention towards related brands.

Perceived brand localness of foreign brands and its impacts on brand trust and purchase intentions in developing countries in Asia: a social identity theory perspective

PurposeThe study draws primarily on social identity theory and conceptualizes perceived brand localness (PBL) as a signal of in-group membership to local consumers and investigates how it affects consumer trust and purchase intentions for foreign brands in developing countries in Asia. In addition, the authors examine boundary conditions for these hypothesized PBL effects.Design/methodology/approachUsing consumer survey data from three countries in Southeast Asia (the Philippines, Vietnam and Myanmar), the authors empirically validate the positive effects of PBL on consumer trust and purchase intentions for foreign brands in developing countries.FindingsThe findings support the social identity theory conceptualization of PBL for foreign brands, in which it can create identification-based trust (Tanis and Postmes, 2005) and active ownership through a process of self-stereotyping (van Veelen et al., 2015).Originality/valueThe findings suggest that social identity theory can be a promising theoretical framework for conceptualizing PBL and gaining a deeper insight into its mechanization and how it impacts consumers.

WILL INFORMATION OVERLOAD SITUATION FACILITATE PEOPLE TO BUY IN SOCIAL MEDIA & E-COMMERCE? CASE OF LOCAL SKIN CARE BRANDS IN INDONESIA

The pandemic has opened the opportunity for local skincare brands to launch their variants in social media. The proliferation of communication about the brands and its variants in social media provides consumers with sufficient even overload of information to make purchase decision. The information overload from the preferred brand and also from other brands might create confusion among consumers and have impact to the purchase intention of local skin care brands in Indonesia. Using TPB theory and dimensions of brand equity as the antecedent for attitude toward local skin care, this study aims to determine whether information overload will have influence on purchase intention when the products are sold in social media. Using PLS-SEM, this study shows that information overload does not give a moderation effect on purchase intention.

Love, Trust and Follow Them? The Role of Social Media Influencers on Luxury Cosmetics Brands’ Purchase Intention Among Malaysian Urban Women

Luxury cosmetics brands are growing in Malaysia, especially among urban women. In this age, influencer marketing plays a significant role as many luxury cosmetic brands are partnering with social media influencers or key opinion leaders (KOLs) to increase their brand credibility and consumers’ desire. Despite this, the effectiveness of influencer marketing for luxury brands has resulted in mixed findings. As such, this study applies social influence theory to investigate the role of social media influencers (SMI), specifically on the relationships between trustworthiness and attractiveness towards the consumers’ attitude and purchase intention of luxury cosmetic brands. Using a quantitative survey of 240 Malaysian urban women collected from two major shopping malls, the data were analyzed using the structural equation modeling technique. Interestingly, the result of this study confirms that the attractiveness of the SMI was more critical than trustworthiness. Meanwhile, the attitude significantly mediated between attractiveness and their intention to purchase luxury cosmetic brands. This study also presents the implications and recommendations for future research. This study offers a novel perspective and gives insights to marketers of luxury cosmetic brands, especially on the suitability of selecting SMI to attract its target market.

A study of young women consumers' attitudes and purchase intentions towards luxury apparel & accessories in India

This research provides empirical support to the luxury value perception model (LVP) created by Wiedmann et al. (2009) influencing purchase intentions of luxury apparel and accessories of young generation Z women consumers, categorizing their value perceptions across functional, individual, and social dimensions. Data collected through a questionnaire across 209 generation Z women consumers of India and analyzed using structural equation modeling, depicts a positive relationship between Self-identity and Prestige in social networks with purchase intention of luxury fashion and accessory brands of young women consumers. Hence, the high involvement of consumers with luxury fashion brands directly influences their self-concept and low prestige in social networks inversely leads the consumers to make high-value luxury purchases. The findings of this research provide valuable insights to build business practices and strategies of luxury fashion and accessory brands trying to gain inroads in the Asian and most preferably Indian markets

An empirical examination of human brand authenticity as a driver of brand love

The present study compares the impact of perceived human brand authenticity on brand love across six fields—politics, music, movies, sports, business, and social media—using a survey-based quantitative methodology. The results indicate that human brand authenticity is a significant predictor of brand love, although its predictive power varies according to the type of human brand. Authenticity exerts the most influence in the field of politics, followed by music, movies, and sports. In social media and business, human brand authenticity shows no significance toward brand love. Although existing branding scholarship identifies authenticity as a predictor of positive marketing outcomes, the current study’s findings uncover a boundary condition concerning the context in which the human brand performs. In addition, brand love can be materialized through increased purchase intention of human brands’ self-branded products, allowing the human brand to benefit from passive income and brand-building opportunities.

Hubungan E-Wom, Consumer Ethnocentrism, Brand Equity dan Purchase Intention pada Sepatu Merek Indonesia

Amidst the flood of imported goods from China over the past 20 years, the Indonesian government launched the national movement called Bangga Buatan Indonesia (Gernas BBI). This phenomenon provides an opportunity to generate consumer ethnocentrism and brand equity to help Indonesian SMEs improve their loyalty and competitiveness towards their brands. This study builds on previous research on the relationship between e-wom, consumer ethnocentrism, and brand equity, by replacing brand equity to make it more relevant and adding purchase intention to determine which factors can drive purchasing interest and what motivates that interest. To make this study more relevant to the current situation, the researchers also adopted a theoretical study. SEM analysis was conducted with 320 respondents using non-probability techniques. The results showed that positive e-wom has a greater influence on the purchase intention of domestic shoe brands. To compete against foreign shoe brands, owners of domestic shoe brands must rely more on positive e-wom than consumer ethnocentrism.

The Mediating Role of Attitude Toward Product Towards Halal Cosmetic Purchase Intention in Female Consumers in Indonesia

The halal industry has now become a world rend and has increased consumer opportunities every year. The State Global Islamic Economic Report 2020-2021 shows that world consumption in the halal industry reached USD 2.02 trillion The purpose of this research is to identify factors that can increase the purchase intention of local Indonesian halal cosmetic brands with attitude mediation. The sample of this study were female consumers who had bought serum, lip cream and lipstick from local halal cosmetic brands (Wardah, Emina and Make Over). In this study, the amount of data processed was 258 respondents who were analyzed using the SEM statistical analysis method with the help of LISREL 8.0. The results of the study show that brand image, perceived value, religious belief, halal certification have a positive and significant role in attitude. Brand image, perceived value, religious belief, halal certification and attitude have a positive and significant role on purchase intention. Subjective norms do not have a significant role on attitude or purchase intention. The results of the mediation role test found that attitude has a role as a mediator between brand image, perceived value, religious belief and halal certification on purchase intention. The conclusion of this study is that subjective norms are not one of the factors that can increase halal cosmetic purchase intention and attitude has a role as a partial mediator on purchase intention. The implication of this research is that managers must improve brand image, perceived value, religious belief, halal certification, subjective norms, attitude and purchase intention to attract consumers to buy local halal cosmetic brands. In future research, it is necessary to expand the respondent's domicile to better describe Indonesian female consumers in general.

Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market

Background: Globalization trends have compelled multinational companies to change their marketing approach from multi-domestic marketing to global marketing. This strategy has had a major impact on the branding of companies. Due to these efforts by international companies, there has been a negative impact on local brands. Strong local brands always maintained the advantage of a high level of awareness among consumers, due to consumers’ close relationship with these brands, hence this resulted in strong and positive marketing investments in the home market. The purpose of this research is to evaluate the attitudinal dispositions towards global and local brands and purchase intention. The objective is to understand the underlying motives of consumers’ purchase decision. Methods: Consumer disposition and attitude towards brands are evaluated based on respondents’ purchase intention of a select brand. Data are collected from Bangalore and Chennai using the convenience sampling method. Evaluation of the measurement model was performed using the Smart PLS 4 software. Results: Findings suggest that consumer attitudinal disposition has a significant impact on consumers’ purchase intention. Attitude formation is the first step in consumers’ behavioural decision and making a purchase decision. Marketing managers/practitioners need to focus on forming this attitude in consumers’ minds, so that this attitude formation leads to a purchase decision. Conclusions: This research provides theoretical and managerial implications for marketers, especially those operating in an emerging market like India as this study has examined the role of consumer disposition on attitude formation and purchase intention. From a theoretical perspective, this study developed and tested a conceptual model describing the relationship between attitudinal disposition and purchase intention.

The Effect of Green Marketing on Brand Purchase Intention & Green Consumerism

The Effect of Green Marketing on Brand Purchase Intention & Green Consumerism

Corona virus disease and green brand purchase intentions: Case of health supplements in-store purchase in Zimbabwe supermarkets

The study sought to determine the new consumer purchase intentions on green branded health supplements products that emerged due the Coronavirus Disease (COVID-19 pandemic). The research aimed at assessing the impact of COVID-19 pandemic on consumer green brand purchase intentions, effect of green perceived medicinal brand quality on consumer purchase intentions and the extent to which green brand positioning influence consumer purchase intentions on green health supplementsproducts.The quantitative research used a questionnaire to collect data from two hundred (200)participants. The data was analysed using SPPS version 16 statistical software.The research concluded that COVID-19 altered consumer buying intentions and there was a positive effect of green brand medicinal perceived quality on consumer purchase intentions. Furthermore, it was established that green brand positioning influenced consumer purchase intentions on green health supplements products.The study recommended that for organisations to enjoy competitive advantage they should maintain the quality of their green products through adopting new technologies.

Masstige as a mediator of the relationship between a typical user's image and brand preference

AbstractThe primary research objective was to test the masstige model, which is a mechanism to explain the relationship between symbolic value associated with a brand and brand preference (purchase intention). Using an online individual interview method, respondents rated the masstige, preference, and symbolic characteristics perceived in the image of a typical brand user (TBU), identifying three generalized positive and four negative characteristics. The research was conducted on 20 different brands. The generalized results were analysed using the partial least squares structural equation modeling method. The present study, based on 393 interviews, found that the main TBU characteristics positively associated with brand masstige were two positive dimensions of Sophistication (e.g., elegant), Responsibility (e.g., solid), and one negative dimension of Boorishness (e.g., simpleton), which significantly reduced masstige. In addition, TBU brings the masstige independent part of the brand preference. The results confirm the theoretical relationship between symbolic brand value and masstige, and show that masstige is not the only determinant of brand purchase intention. The results allow for the development/strengthening of the masstige brand statute by targeting TBU characteristics associated with style or responsibility, and reducing associations with neglect, which may translate into increased sales.

Can Individuals with Power Distance Consume Luxury? A Model for Inclusion Through Social Capital and Social Approval

This study aims to determine to what extent social capital and social approval mediate the relationship between power distance and purchase intention of luxury brands when these brands are congruent with one’s self. Data were analyzed using structural equation modeling, linear regression to access mediating effects and latent class analysis to profile the sample. Results suggest that social capital and social approval together have a dual mediating effect on consumers’ intention to purchase luxury brands with a feeling of power distance. Three distinct perceived power distance profiles were revealed through respondent heterogeneity, impacting the other constructs. This is the first study to propose a model in the luxury market that includes low-status, underprivileged consumers as distant from power in society through the dual mechanisms of social approval and social capital. The study provides evidence that there is an opportunity to better understand including underprivileged individuals in the market and society.

Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brand: the Role of Gender, Age, and Income

<span class="tlid-translation"><span lang="EN-US">In recent years, luxury fashion brands have experienced drastic growth. This study examines how hedonic motivation, self-image congruence, brand experience, and brand attachment are interrelated factors driving the purchase intention of industrial luxury fashion brands. Our research aims to construct a consumer behaviour model to complete the hedonic motivation process, which influences brand attachment and is influenced by demographic factors. The research model will fully predict the proposed model to examine the effect of gender, age, and income. The survey was conducted in Indonesia with a sample of 324 respondents. Multiple group analysis SEM (Structural Equation Modelling) was used to test the model across samples. The results reveal substantial consumer behaviour disparities based on respondents' gender, age, and income level. Research findings can aid the luxury brand industry, particularly the fashion industry, in comprehending demographic differences. It is crucial to develop specific marketing strategies to promote luxury brands, influencing consumers' purchase intentions.</span></span>

Determinants of attitude towards and purchase intention of private label brands in Ecuador

The purpose of this study is to explain which factors influence the attitude towards private label products and their purchase intention in Ecuador. In this regard, the hypothetical effects of store image, familiarity with the private brand, its perceived quality and risk, and customers’ price consciousness, are studied. A survey distributed online was implemented, obtaining a final sample of 224 customers of the main supermarket chain in Ecuador: Supermaxi. A Confirmatory Factor Analysis was performed, and a structural equations model was tested by consistent Partial Least Squares. Among the most relevant findings, it was found that attitudes towards private brands are a critical determinant of purchase intention; that a better image of the supermarket reduces the perceived risk, fostering consumer’s purchase intention. Familiarity with the private brand positively affects perceived quality, which, along with price consciousness, contributes to building attitudes towards private brands. Taken together, these results suggest that supermarkets should work on the tangible and intangible aspects that create store image to contribute to private brands sales. We also recommend marketing tactics such as product samples and testimonials to build brand familiarity among consumers, which along with meeting quality expectations will improve attitudes toward and purchase intention of private label brands. Finally, supermarkets need to be aware of those product categories in which consumers are most price-conscious in order to highlight the savings derived from private label products and promote more sales.

The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands

The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands

The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands

The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands

Effects of Celebrity Self-Endorsed Cosmetic Brands on Purchase Intention of Consumers and Brand’s Goodwill

Effects of Celebrity Self-Endorsed Cosmetic Brands on Purchase Intention of Consumers and Brand’s Goodwill