Brand Purchase Intention Research Articles

Factors influencing generation Y’s purchase intentions of prototypical versus me-too brands

The current study examines self-confidence, perceived quality, extrinsic attributes and perceived risk as drivers and inhibitors of Generation Y’s purchase intentions of prototypical and me-too brands. A survey of 348 respondents demonstrated that self-confidence and perceived quality produced significant positive effects on purchase intentions for the me-too brands. Extrinsic attributes produced a significant positive effect on purchase intentions for the prototypical brand. Perceived financial/performance risk produced a significant negative effect on purchase intentions for both the prototypical and me-too brands, while perceived psychological risk produced a significant negative effect on purchase intentions for the prototypical brand. Understanding the factors underlying Gen Y’s consumer behaviour is crucial, particularly due to their considerable consumption potential and the increasing sophistication of brand marketing in the marketplace.

The Impact of Brand Equity on Purchase Intensions with Modertaing Role of Subjective Norms

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by investigates the impact of brand equity, on consumers' brand purchase intention. We propose that subjective norms play a moderating role in this relationship. The data were gathered from 197 respondents from the twin cities of Pakistan: Islamabad and Rawalpindi. Results make known that subjective norms are found to positively moderate the relationship between brand equity and consumers' brand purchase intention. The study findings support for the hypotheses. Some managerial implications for retailer were also discussed.

God blesses those who wear Prada

Purpose – The purpose of this paper is: to explore the impact of religiousness (i.e. intrinsic religiousness, extrinsic religiousness) on purchase intention of luxury brands, affective attitude, and self-presentation; and, to explore the mediating effect of affective and self-presentation attitudes towards luxury brand purchase intention. Design/methodology/approach – Data were derived using convenience sampling at three large universities (i.e. one public and two private universities) in Yogyakarta, Indonesia. Researchers hand-delivered approximately 600 questionnaires to students in classrooms and public spaces (e.g. canteens and lounge rooms) of the universities. However, of the 525 questionnaires returned, only 491 were usable thereby offering an overall response rate of 81 per cent. Findings – The study found that intrinsic religiousness was related positively to affective attitudes towards luxury brands while extrinsic religiousness was positively related to self-presentation attitudes. Affective attitude and self-presentation were positively related to consumer intention to purchase luxury brands. Practical implications – The result of the present study shows that religious consumers are not necessarily anti materialism and often opt for luxury brands over purely utilitarian possession. This finding has important implications. First, it may create future ethical problems as materialism has been found to correlate with unethical behaviours such as the purchase of counterfeits. Second, materialism has been linked to insecurity. When religious consumers view worldly possessions as symbols of achievement or success, sources of happiness, and representations of luxury, they may use possessions rather than religious text to hinder insecurity and shape the self. Originality/value – This is one of the few studies exploring the impact of religiousness on luxury brands possession in Indonesia, a country with the largest Muslim population in the world and home to a highly religious society.

The effect of eWOM on brand attitude and purchase intention of consumers: a cross-sectional study on consumer electronics

Growing acceptance of Facebook and Twitter as an interesting social networking service for customers has made them a value-adding marketing channel for business. These platforms play an important role in Electronic Word-of-Mouth (eWOM) communication and thus call for new knowledge to understand their effect on consumer behaviour. Considering their significance and popularity among social media users, the purpose of this paper is to find out the relationship between user-generated positive eWOM for consumer electronics given on social networking sites, brand attitude and purchase intention. A survey-based empirical study was conducted to examine the influence of positive eWOM on brand attitude and purchase intention. Structural Equation Modelling (SEM) was applied using the data collected from 315 respondents comprising of the users of Facebook and Twitter. The research established that user-generated positive eWOM on social networking sites (Facebook and Twitter) significantly influences the brand attitude and purchase intention of consumer electronics.

The Impact of the Image Repair Process on Athlete-Endorsement Effectiveness

This study seeks to build on the body of knowledge surrounding athlete endorsement by examining the impact of Benoit’s image repair strategies on endorser trustworthiness, attitudes toward a brand, and purchase intention. An experiment was designed to test participants’ reactions to a statement made by an athlete that responded to a transgression using one of five selected image repair strategies. Results showed that while the strategies of mortification and evading responsibility were effective in improving trustworthiness, none of the strategies were more effective than the others in improving brand attitude or purchase intention.

Consumer’s Intention to Purchase Green Brands: the Roles of Environmental Concern, Environmental Knowledge and Self Expressive Benefits

Companies are striving to minimize environmental impact through sustainable business practices. Consumers have become more aware of environmental issues and many companies have recognized the relevance of green marketing in gaining competitive advantage. As a part of green marketing strategy, companies are developing green brands. This paper focuses on the effect of consumer’s concern for environment, environmental knowledge and self expressive benefits on attitude and intention to purchase green brand. Data were collected from 270 Indian consumers. The results of this research show that environmental concern, environmental knowledge and self expressive benefits would positively influence attitude which in turn positively influences intention to purchase green brands. The influence of consumer’s knowledge of the environment on purchase intention was found to be non-significant. Hence, investing resource to promote environmental concern, to impart environmental knowledge and to communicate self expressive benefits will be helpful in increasing purchase intentions of green brands.

Culture of Brand Origin (COBO): The Impacts of Language and Linguistics on Purchase Intention of a Brand

This paper provides new insights into origin effect by focusing on new significant parameters pertaining to culture namely language and linguistics factors. It is postulated that the identification of culture of brand origin (COBO) on the basis of its language, and evaluation on linguistics components in a brand name can influence consumers to purchase a brand. The study is quantitative in nature using a survey method on consumer samples on which they were asked to evaluate food products sold under four different Malaysian brand names whereby each brand name is representing four different languages (i.e. Bahasa Malaysia, Mandarin, Tamil and English) that are used for communication within the major ethnic groups in the country. Results from a survey of 504 working adults comprised of Malay, Chinese and Indian respondents indicated that the elements in COBO have an influence on consumers’ purchase intention. The study findings imply the importance of COBO as a tool to predict consumer’s intention to purchase by using linguistic components found in product’s brand name. Managers can appreciate the usefulness of language as a strategy in brand positioning and determining the most effective linguistic pattern to be applied in a brand name. DOI: 10.5901/mjss.2016.v7n1p32

Understanding Graphic Pictorial Warnings in Advertising: A Replication and Extension

While widely considered an effective resource for communicating the risks associated with cigarette smoking, the range of effects associated with graphic pictorial warnings remains underresearched. The authors use an advertising context to replicate and extend findings of Kees and colleagues' (2010) study of the direct and indirect effects of graphic pictorial cigarette warnings. Across three studies, moderate and high graphic warnings are shown to have favorable effects on smoking cessation outcomes, a positive effect on attention to the ad, and a negative indirect effect on brand purchase intentions, relative to text-only or low graphic pictorial warnings. Evoked fear is confirmed as a primary mediating mechanism underlying effects. However, these results indicate that the high graphic level warning examined does not produce significantly stronger effects than a moderate warning. Implications are offered for researchers interested in countervailing persuasive messages in advertising and recent U.S. litigation regarding use of pictorial warnings in advertising and on product packaging.

유통업체 신뢰성이 유통업체 브랜드(PB)에 대한 태도 및 PB상품의 구매의도에 미치는 영향

유통업체 신뢰성이 유통업체 브랜드(PB)에 대한 태도 및 PB상품의 구매의도에 미치는 영향

Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation

ABSTRACT This experimental study examined consumers’ response to green advertising for high- and low-involvement products by measuring its effect on consumers’ intention to purchase such brands. The present study enhances our understanding of the moderating role of product involvement and extends the structural equation tests of the four causal models. A dataset of 169 respondents is used to examine the role of brand image and brand attitude in the context of green advertisements. Consistent with earlier findings, the suggested model provides a good fit of the data and results indicate that positive attitude toward green advertisements, brand image, and attitude toward the brand enhances the chances of consumers’ purchase intention of such brands. The study also verifies that product involvement moderates the positive relationship between attitude toward green advertisements and brand image such that at higher levels of product involvement, attitude toward green advertisements has a stronger effect on brand image.

Perceived Value Effects on Global Brand Preference and Purchase Intention in Bakeries: Korean and Vietnamese Consumers

Purpose – This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by ana-lyzing the effects of...

The Influence of Korean and Chinese Customers' Perception about Product Placement inserted into Korean TV Dramas on Brand Image and Purchase Intention - Focusing on the Foodservice Industry -

The Influence of Korean and Chinese Customers' Perception about Product Placement inserted into Korean TV Dramas on Brand Image and Purchase Intention - Focusing on the Foodservice Industry -

The Influence of Korean and Chinese Customers' Perception about Product Placement inserted into Korean TV Dramas on Brand Image and Purchase Intention - Focusing on the Foodservice Industry -

The Influence of Korean and Chinese Customers' Perception about Product Placement inserted into Korean TV Dramas on Brand Image and Purchase Intention - Focusing on the Foodservice Industry -

Brand Equity and Purchase Intention: The Fashion Market in China

Brand Equity and Purchase Intention: The Fashion Market in China

WORD-OF-MOUTH AND LUXURY BRAND CONSUMPTION: THE ROLE OF ATTITUDE FUNCTIONS

This study aims to investigate the effect of word-of-mouth on the purchase of genuine and counterfeit luxury brands. It also examines the roles of attitude functions and social norm in the relationship between word-of-mouth communication and consumers’ luxury brand evaluation. A 2 (information source: advertising vs. word-of-mouth) × 2 (luxury brand: genunie vs. counterfeit) between-subjects experimental design was used to collect the data. A total of 153 adult consumers from Shanghai, China were recruited and randomly assigned to one of the four experimental conditions. Prior to the conduction of the actual experiment, a pretest of 30 respondents was conducted to determine the brands and scenarios selected for the experiments. Attitude function (social-adjustive function or value-expressive function) is measured by a self-monitoring scale. Social norm, luxury brand evaluations on genuine and counterfeit luxury brands were measured. MANOVA and ANOVA were performed to examine the proposed hypotheses. Results indicated that purchase intention for counterfeit luxury brand was moderated by subjective norm. Word-of-mouth increased the subjective norm related to the disapproval of counterfeits, compared to traditional advertising. Subjective norm was found to strongly influence consumers’ counterfeit luxury brand evaluation. The relationship between subjective norm and counterfeit consumption was positively significant. The moderating effects of self-monitoring and subjective norm on consumers’ evaluations and consumption for counterfeit luxury brands were found to significant. In short, the findings support the proposed hypotheses and showed that positive word-of-mouth was an efficient way to enhance consumers’ purchase intentions for genuine luxury brands, and also an effective means to decrease purchase intentions for counterfeit luxury brands. The results reveal that social-adjustive function and value-expressive function served by luxury brand consumption can be increased by positive word-of-mouth. Furthermore, higher levels of social-adjustive function and value-expressive function served by publicly consumed product (vs. privately consumed product) are found, indicating that product categories also affect the attitude functions served by luxury brand consumption. Managerial recommendations are provided to the marketing managers for luxury brands.

CONSUMERS’ NEED FOR SUBTLE BRANDING

This research aims to consider the respective roles of status seeking consumption, interpersonal influence and need for uniqueness, and to set these relationships within a broader theoretical context of the literature on the “extended self” and “self-congruity”. Furthermore, “consumer’s need for subtle branding” (e.g. inconspicuousness of a brand’s mark or logo) is proposed to moderate the relationship between these consumer attitudes toward luxury brands and the purchase intention of luxury brands.

The Influence of Comparative Advertising on Consumer Ethnocentrism in the American Automobile Market

This study explores the ability of comparative advertising featuring foreign and domestic automobile brands to influence consumer ethnocentric reactions as the advertisement is being processed. Consumer ethnocentrism is inherently comparative (e.g., American automobiles versus those imported from Japan), so lack of published research testing this influence on consumer decision making is surprising. Two major findings resulted: (1) theoretically, Shimp and Sharma’s (1987) CETSCALE can be modeled as one component of a Hierarchy-of-Effects dependent vector score using MANOVA, and (2) practically, advertising where a foreign sponsor names a domestic brand can result in an ethnocentric stimulus significantly influencing automobile brand Purchase Intentions.

광고회의주의가 여성소비자의 뷰티 브랜드 구매에 미치는 영향: 매체 간 비교를 중심으로

광고회의주의가 여성소비자의 뷰티 브랜드 구매에 미치는 영향: 매체 간 비교를 중심으로

Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans

Purpose – This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey. Findings – It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals. Research limitations/implications – A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied. Practical implications – This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements. Originality/value – Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD.

Effect of perceived brand environment-friendliness on Indian consumer attitude and purchase intention

Purpose – The purpose of this paper is to examine the effect of perceived brand environment-friendliness (PBE) on brand trust and perceived brand value and the subsequent effect on consumer’s environment friendly (EF) brand attitude and EF brand purchase intention. The research also proposes a novel construct PBE. Design/methodology/approach – The current research involves a pretest to select a perceived EF brand. Then a survey is conducted among 223 Indian consumers. Structural equation modelling is used to analyse the data and to test the proposed integrated model. Findings – The results show that PBE is positively associated with brand trust and perceived brand value. High trust in the EF brand and high consumer perceived brand value lead to favourable attitude towards the brand. Consumers with positive EF brand attitude have significantly higher intention to purchase the brand. Practical implications – The paper provides interesting insights about Indian consumers’ evaluation of EF brands. These useful insights would enable both international and national marketers to develop more focused strategies catering to the Indian consumers. Originality/value – The paper empirically demonstrates that, when Indian consumers perceive a brand as EF, it leads to favourable attitude towards the brand and significantly positive purchase intention. There has been a little research focused on India in this field. So, the current paper offers vital guidelines to international marketers, who are planning to introduce their EF brands to Indian market.