Brand Purchase Research Articles

The Influence of Halal Lifestyle, Halal Knowledge and Promotion on Rabbani Brand Purchasing Decisions

This study aims to determine and analyze the influence of halal lifestyle, halal knowledge and promotion on purchasing decisions of Rabbani Brand (Study on Rabbani Consumers in Medan City). This study uses a quantitative method, with an associative approach. The number of samples in this study was 92 respondents, namely consumers of Rabbani Medan Store). The data source used in this study is primary data obtained by distributing questionnaires to respondents. Data analysis techniques in this study are data quality testing, classical assumption testing, multiple linear regression analysis and hypothesis testing carried out using SPSS software version 25. The results of the study indicate that Halal Lifestyle partially has a positive and significant effect on Consumer Purchasing Decisions at Rabbani Medan Store in 2024. This is evidenced by the t-count value of 3.430 which is greater than the t-table of 1.662 and has a significant figure of 0.001 <0.05. Halal Knowledge partially influences Consumer Purchasing Decisions at Rabbani Medan Store in 2024. This is evidenced by the t-count value of 3.040 which is greater than the t-table of 1.662 and has a significant figure of 0.003 <0.05. Promotion partially influences Consumer Purchasing Decisions at Rabbani Medan Store in 2024. This is evidenced by the t-value of 2.922, which is greater than the t-table of 1.662 and has a significant figure of 0.004 <0.05. The results of the study indicate that Promotion is classified as very satisfying consumer expectations, because the promotions offered are very affordable for consumers who have a limited shopping budget. Halal Lifestyle, Halal Knowledge and Promotion simultaneously have a positive and significant effect on Consumer Purchasing Decisions at Rabbani Medan Store in 2024. This is evidenced by the F-value of 29.860, which is greater than the F-table of 2.01 and has a significant figure of 0.00 <0.05. Based on the results of the determination coefficient test (Adjust R Square), it is known that the Halal Lifestyle, Halal Knowledge and Promotion variables can explain the level of Consumer Purchasing Decisions by 48.8%. While the rest (51.2%) can be explained by other factors not examined in this study.

Brand personality and purchase intention: The dual-mediating effects of brand attachment and nostalgia proneness

We examined the roles of brand attachment and nostalgia proneness in the relationship between the brand personality and purchase intention. Participants were 352 Chinese consumers (during the collection of the questionnaires, age ranges were set, but specific age numbers were not obtained; thus no calculation of standard deviation and mean was made in this study, as age itself has no impact on the research results). Participants completed measures of brand personality, brand attachment, nostalgia proneness, and purchase intention. Following path analysis and bootstrapping techniques, we found a significant positive correlation between purchase intention and brand personality. Moreover, brand attachment and nostalgia proneness functioned as dual mediators in this relationship. These results corroborate the theory that enhancing brand personality strengthens consumers’ emotional attachment and evokes nostalgia, thereby increasing brand purchase intention.

Why are satisfied buyers not necessarily loyal?

PurposeThe aim of this study is to identify why some brand buyers are satisfied, but are not necessarily loyal.Design/methodology/approachBased on prior literature, this study posits and tests nine potential reasons for why some satisfied buyers are loyal, and others are not. The factors examined are: distribution intensity, familiarity, popularity, customer satisfaction levels, category experience, variety-seeking, service design fit, satisfaction advantages (consumers having higher satisfaction for one brand versus others) and loyalty advantages (consumers showing higher loyalty for one brand versus others). The authors use the context of food retailing, focusing on the fast-food industry in the State of Kuwait.FindingsThe authors find that approximately 70% of fast-food brand users are satisfied, but only 28% of those satisfied users can be classified as highly loyal. While overall, the study finds satisfaction is positively correlated with individual-level buyer loyalty, analysis also finds that brand popularity, overall customer satisfaction levels, experience, variety-seeking, satisfaction advantages and loyalty advantages are factors that explain why many customers are satisfied, but do not have high levels of loyalty.Originality/valueThis study makes a novel and original contribution in assessing a broad range of factors that help explain why many satisfied buyers are not necessarily also loyal. The findings will assist managers to contextualize their firm’s performance on satisfaction and loyalty.

Influencer Marketing, Narrative Transportation, and Consumer Well‐Being: An Exploration of How Virtual Influencers Impact Followers' Well‐Being

ABSTRACTWith recent advancements in technologies such as artificial intelligence and computer‐generated imagery, virtual influencers (VIs) have become prominent branding tools that command high engagement rates. Most extant research explores the marketing outcomes of using VIs in brand campaigns. However, little is known about how interacting with VIs on social media platforms may affect consumers' well‐being. This research takes a comprehensive approach, developing a nuanced understanding of whether (and how) human‐like VIs (HVIs) impact consumers' well‐being. We employ a conceptual development approach drawing on scholarship from influencer marketing, narrative transportation, and consumer well‐being and gather additional support for the conceptual framework from data collected by interviewing 25 followers of HVIs. The conceptual framework proposes that when interacting with influencers' social media posts, followers experience narrative transportation, which positively influences followers' hedonic and eudaimonic well‐being. However, the conceptual framework also proposes that these relationships are moderated by the type of influencer (human vs. virtual) sharing the post. Specifically, we suggest that interactions with HVIs provide followers with enjoyment (hedonic well‐being) and support their self‐acceptance, personal growth, relationships, and autonomy (eudaimonic well‐being). We also provide initial evidence of the favorable marketing outcomes of enhanced well‐being from engagement with HVIs, including contemplation of brand purchase. The study thus advances extant VI literature by proposing a theoretically and empirically informed conceptual model that examines HVIs' influence on consumer well‐being. Also, it contributes to addressing the broader calls for research on the impact of social media and influencer marketing on consumer well‐being.

Counterfeit conundrum: Insights into bottom of the pyramid consumer behavior in India

This study uses a phenomenological approach to examine consumption patterns of counterfeit goods by Bottom of the Pyramid (BOP) consumers in West Bengal, India. Forty-seven semi-structured interviews conducted with BOP consumers were subjected to thematic analysis. The study revealed four central themes for counterfeit consumption by BOP consumers: counterfeit purchasing patterns, brand recognition and purchase-point selection criteria, and counterfeit brand purchase criteria. Furthermore, this study contributes to the literature by revealing four counterfeit consumption patterns based on the awareness and willingness of BOP consumers. This study has critically analysed the role of neighbourhood retailers in counterfeit consumption at the BOP. Interestingly, this study also pioneered identifying the zone of awareness-indifference formed by normative influence and bounded rationality as coping strategies against vulnerability in the context of BOP counterfeit consumption. The implications of counterfeit consumption for marketers targeting the BOP have been discussed.

Immigrants’ acculturation and luxury brand purchase intentions: a cross-sectional study in the Australian context

PurposeThe purpose of this paper is to examine the influence of acculturation on immigrant consumer behaviours in their host country. Mainly, the role of acculturation and luxury brand purchasing intentions were investigated.Design/methodology/approachThe research conducted an online survey of 400 Indian sub-continent born immigrants in Australia.FindingsThe findings confirm that the behaviour acculturation dimension of immigrants is significantly negatively related to their luxury brand purchase intention. Although immigrants' overall acculturation is significantly related to the luxury brand purchase intention, their language and identity acculturation have no significant effect, supporting the multidimensional framework’s influence on immigrant consumer behaviour. Immigrants with higher family income, younger age and less academic education show more luxury brand purchase intention; however, no moderating demography was found between the relationship of acculturation and purchase intention. In spite of the limitation of sampling, this study demonstrates that immigrants' level of acculturation influences their luxury brand purchase intention in the host country.Originality/valueThis study aims to help marketers formulate a unified segmentation strategy of purchasing luxury brands based on immigrants' acculturation and sociodemographic stance. This paper highlights the specific needs of ethnic consumers. Incorporating immigrant consumers into the marketplace will help create a homogenised society and more integration of immigrants into the larger society in the host country. Findings shed light on the role of culture change as a crucial element that affects immigrants' luxury brand purchase behaviour considering their integration level into the host country.

Analysis of the Misalignment of Wanting and Liking in Chinese Luxury Consumption

Abstract: China is rapidly becoming one of the most significant luxury goods markets in the world. As people's incomes continue to rise, an increasing number of individuals are inclined to purchase brand products to show their social status or satisfy psychological desires after fulfilling their daily living needs. This paper delves into the physiological and external factors that create a distinction between the emotions of "liking" and "wanting" in the context of luxury consumption. The primary objective of this research is to help consumers better understand their consumption motives, thereby helping them avoid impulsive or blind purchases. By utilizing literature analysis and review methodologies, the study categorizes and synthesizes the existing knowledge, beginning with the definitions of the two emotions to uncover the deeper influencing factors. It is found that from a neuroscience perspective, the brain regions responsible for generating "liking" and "wanting" are distinctly different; In the realm of luxury consumption, social factors, traditional Chinese cultural values, and individual differences play crucial roles in distinguishing between "liking" and "wanting".

SNS화장품 광고에서 화장품구매행동, 소비성향, 외모관심도가 추천의도에 미치는 영향에 관한 연구 : 광고모델 매력성의 조절효과를 중심으로

The increasing use of social media is having a significant impact on online and offline purchasing behavior, as consumers share content they are interested in and exchange information. Businesses are responding to this shift by increasing their social media advertising, which has a positive impact on brand purchase behavior. This study aims to empirically investigate the influence of consumers' spending behavior and appearance interest on recommendation intention in cosmetics advertisements on SNS and the moderating effect of advertisement model attractiveness. For this study, an online survey was conducted among 568 consumers who have purchased cosmetics on SNS. SPSS 28.0 was used for statistical analysis, and factor analysis, reliability test, and multiple regression analysis were conducted. The results of this study were as follows First, the experience of purchasing cosmetics on SNS and the frequency of information acquisition were found to have a positive effect on recommendation intention. Second, spending behavioral attitudes such as sympathy and impulsivity were found to have a static effect on recommendation intent. Third, appearance orientation has a static effect on recommendation intention. Fourth, advertisement model attractiveness moderated the relationship between SNS cosmetics purchase frequency and YouTube cosmetics information acquisition frequency and recommendation intention, and advertisement model attractiveness moderated the relationship between impulsivity and appearance orientation and recommendation intention. The study found the propensity of splurge and agreeableness on spending behavioral suggests that consumers use social media to show off their social status and tend to imitate the behavior of others. In addition, the effect of appearance orientation on recommendation intention highlights the importance of appearance as a factor in consumer behavior. The moderating effect of advertisement model attractiveness suggests that it is important to consider the personality of the model to fit the cosmetics brand image when considering the influence of advertisement model attractiveness. This study aims to contribute to consumer behavior theory by deepening our understanding of the effectiveness of social media advertising and proposing an integrated model of recommendation intention formation. Future research should expand to a wider range of products to confirm the persistence of social media advertising effects. The results of this study can be used as a useful basis for companies to establish social media advertising strategies.

The dark side of brands: Exploring fear of missing out, obsessive brand passion, and compulsive buying

Understanding the roots of compulsive buying is critical because it often leads to negative outcomes like depression, social anxiety, and debt. The aim of this study is to investigate the influence of the fear of missing out and brand passion on compulsive brand buying. We collect data from 511 consumers and use partial least squares for the data analysis. The study supports the dual theory of passion, which delineates brand passion into harmonious and obsessive forms, with the latter representing a negative aspect. The findings strongly affirm the relationship between the fear of missing out and both types of brand passion. Obsessive passion emerges as a more significant predictor of compulsive buying. Moreover, the study unveils that consumers’ age moderates the relationship between the fear of missing out and obsessive passion. We recommend marketing strategies to facilitate consumers’ passions driven by the fear of missing out, to encourage and nurture harmonious passion, to foster obsessive passion in a more responsible manner, and to focus on brand-passion-driven marketing towards younger consumers.

Influencing the Power of Celebrity Endorsers on Saudi’s Purchasing Behavior

Presently, influencer marketing is widely used to increase brand purchasing. Marketers employ various strategies using social media and celebrity endorsers for consumer engagement. This study has been conducted to understand the role and influence of celebrity endorsers through social media on the purchase behavior of Saudi consumers based on the advancing role of sustainability in the luxury industry. In this regard, a cross-sectional study design was employed and data was collected from 50 Saudi consumers using an online survey. A close-ended questionnaire was distributed to Saudi consumers based on celebrity credibility, familiarity, attitude towards celebrity endorsement, brand awareness, brand attitude, and purchase intentions. Factor analysis and path analysis were done using SPSS and AMOS version 25.0 to analyze the data collected. The findings show a positive and significant impact of celebrity credibility, familiarity, attitude, brand awareness, and brand attitude on the purchase intentions of Saudi consumers.

The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory

ABSTRACT Luxury brand managers are paying attention to utilizing non-fungible tokens (NFTs) as promotional tools, yet there has been limited study on the topic. To help address this gap, this study explores the impact of the cognitive and affective aspects of the use of NFTs as promotional devices on consumer behavior. A survey is conducted to explore aspects of NFTs that make them effective in as promotional tools. This study reveals four key attributes associated with NFT promotional efforts, namely, scarcity, authenticity, resaleability, and trendiness. Moreover, drawing on lovemark theory, the study finds a significant effect of NFTs electronic word of mouth generation and brand purchase intention. The empirical findings can aid both academics and practitioners in the management of digital marketing activities via NFTs.

Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Brand Sepatu Ortuseight

The purpose of this study is to ascertain the extent to which the Ortuseight Shoe Brand's purchasing decision is influenced by Product Quality, Price, and Promotion. This study's general population consists of 56 respondents from the Banjarmasin Futsal STIE Pancasetia UKM in 2021-2024. Reviews with different straight backslides utilizing spss 027 were utilized to accumulate information. The study reveals that the Ortuseight Shoe Brand Purchase Decision is significantly influenced by the Promotion variable, but not by the Price variable or the Product Quality variable. Product quality, price, and promotion all have a significant impact on the Ortuseight Shoe Brand's decision to buy. Additionally, the Ortuseight Shoe Brand Purchase Decision is significantly influenced by the Product Quality variable

The antecedents of purchase intention of local brands: A systematic literature review

This study reviews and summarizes empirical findings on the determinants of local brand purchase intentions over the past five years. It aims to provide a comprehensive understanding of the literature for future researchers by using a systematic literature review approach to identify key influencing factors. A total of 34 empirical research articles from 2018 to 2022 were reviewed. The dominant theory applied was brand management, found in nine articles (26%), followed by social identity theory in four articles (11.8%), consumer behavior in three articles (8.9%), and country of origin in two articles (5.9%). Most studies focused on emerging or developing countries. The review identified six main theories used to explain local brand purchase intentions: brand management, consumer behavior, consumer culture positioning, country of origin, social identity, and the theory of reasoned action. The findings highlight a strong correlation between these theories and the likelihood of purchasing local brands, though results varied. Further research is needed to understand the complex interplay of these factors fully.

The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention of Youth Customers in Kathmandu Valley

This study examines the effect of electronic word of mouth on brand image and purchase intention of youth customers in Kathmandu Valley. Brand purchase of customer is the dependable variable. The independent variables are brand image, price, information usefulness, source credibility and purchase intention. The primary source of data is used to assess the opinions of the respondents regarding the electronic word of mouth on brand image and purchase intention of youth customers in Kathmandu Valley. The study is based on primary data of 135 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of different factors influencing brand image and purchase intention of youth customers during in Kathmandu Valley. The study showed that brand image and information usefulness have positive impact on brand purchase of customer. It indicates that increase in brand image and information usefulness leads to increase in brand purchase of customer. Likewise, source credibility has a positive impact on brand purchase of customer. It indicates that increase in source credibility leads to increase in brand purchase of customer. Similarly, purchase intention has a positive impact on brand purchase of customer. It means that increase in purchase intention leads to increase in brand purchase of customer. Moreover, price has a negative impact on brand purchase of customer. It indicates that increase in price leads to decrease in brand purchase of customer.

Role of Digital Influencer Marketing Strategy on Purchase of Private Label Brands: Mediating Effect of Brand Loyalty

Role of Digital Influencer Marketing Strategy on Purchase of Private Label Brands: Mediating Effect of Brand Loyalty

Analysis of The Influence of Automotive Brand Purchasing Intentions In Batam City

Purpose – This research aims to identify the influence of brand trust attitudes, brand image, risk perception, word of mouth promotion, brand awareness, and brand trust on automotive brand purchase intentions. Methodology/approach – This research aims to test hypotheses using quantitative research methods based on the philosophy of positivism. Data was collected from automotive brand buyers in Batam City using questionnaires as the main data collection tool, as well as literature studies to support relevant information. Findings – Attitude does not significantly influence purchase intentions when purchasing automotive brands (p-value > 0.05), but plays an important role in increasing trust (p-value=0.000). Brand awareness and brand image have a significant positive impact on purchase intention (p-value=0.000), indicating that good brand recognition and image increase purchase intention. In contrast, perceived risk does not influence purchase intention. Even though trust has no effect, word of mouth has a significant positive impact on purchase intentions, indicating that brand reputation in society influences consumers' purchase intentions. Novelty/value – This research significantly contributes to the understanding of the factors that influence consumer purchasing decisions in the context of automotive brands. The conclusion shows that attitude has a key role in building consumer trust in automotive brands, while brand awareness and brand image have a significant positive impact on purchase intentions. The research results also highlight the importance of word of mouth in shaping purchase intentions, with perceived risk not playing a significant role in consumers' purchase decisions. The practical implications of these findings can help automotive companies design more effective marketing strategies.

INTEREST IN PURCHASING PRODUCTS WITH BRAND CONTENT LOVE AND COMMUNITY ENGAGEMENT ON SOCIAL MEDIA

Objective: The objective of this study is to examine the influence of brand love, fostered by social media content, on the desire of consumers to engage with brand communities on social media, ultimately leading to purchase intentions. Method: The research employed a non-probability random sampling procedure for data collection. Structural Equation Modeling (SEM) was utilized to test research hypotheses through models formulated using R Studio. Result and Discussion: The findings indicate that both brand passion and brand affection significantly affect social media engagement and brand purchase intention. Brand affection notably influences brand purchase intention through engagement with social media brand communities, while the impact of brand passion on brand purchase intention through such engagement was found to be insignificant. Research Implications: The research underscores the pivotal role of brand love in stimulating transactional desires through engagement within social media communities, thereby providing valuable insights for brands to enhance their future social media marketing strategies. Originality/Value: To enhance brand purchase intention for skincare products in Makassar City, Indonesia, this research found that brand passion must be elevated first. This can be achieved by creating positive experiences in every interaction between the brand and consumers. Consequently, brands need to build social media communities that resonate with the affections of skincare consumers. Managers should concentrate on identifying relevant consumer expectations to cultivate an appropriate social media environment for the target audience.

The Influence of Exo as Brand Ambassador and Scarlett's Brand Image on Scarlett Brand Purchasing Decisions

The Influence of Exo as Brand Ambassador and Scarlett's Brand Image on Scarlett Brand Purchasing Decisions

Sharpening Social Values For The Branding Strategy Of A Social Business Startup (Case Study of Ailiv)

Research Aims: Ailiv, a preventive health startup guided by the vision of "Quality of Life for All," aspires to extend its mission beyond its current customer base to impact a broader community positively. Therefore, this research seeks to expand Ailiv's social values and establish brand communication that aligns with its founding mission. Design/methodology/approach: This study uses a qualitative approach with data collected through interviews and focus group discussions (FGD). The interview was conducted with potential customers and beneficiaries. The focus group discussion was performed within Ailiv’s internal team. The data collected from this study was then analyzed using content analysis for interviews and thematic analysis for FGD. Research Findings: The study identified diabetes as the most critical and urgent health concern to potential customers. To determine Ailiv's enhanced value, the needs and wants of potential customers and people with diabetes were analyzed. The analysis identified opportunities for Ailiv to expand its social impact by offering financial support to diabetic patients. In alignment, Ailiv's brand identity highlighted inclusivity in health empowerment. Ailiv's new communication model aims to foster deeper connections with its audience by utilizing online and offline channels to optimize the brand purchase funnel. Theoretical Contribution/Originality: This study combines framework from social development study (theory of change) and business frameworks (value proposition canvas, brand identity prism, AIDA funnel) Keywords: Social Enterprise, Elements of Value, Theory of Change, Value Proposition, Brand Communication

The Effects of Global Market Changes on Automotive Manufacturing and Embedded Software

The procedures used to create modern cars require extensive thought in various relevant scientific domains. Arguably, the most challenging obstacle facing the automobile sector is the management of production facilities by integrating software production lines, continuous integration, and continuous delivery/continuous deployment (CI/CD). All this is determined by market demands, the engine of a vehicle, and the complexity of assembling the entire car and installing its corresponding embedded software. As a result, concerns about various types of global change have grown, as has the lack of the ability to use fossil fuels, creating a substantial impact on the purchase and sale of modern automobiles. The research foundation is reflected in covering strategies for the deployment and administration of software, as well as opportunities for business improvement in particular production processes. This article strives to provide a summary of a scientific investigation of original equipment manufacturers, market segmentation, and the effects of global market changes on automotive manufacturing by examining the correlation between certain changes in the purchase of a specific brand and the powertrain of a vehicle. The research examines numerous datasets from the United States of America and Washington State, based on which we estimate possible future changes in the automotive industry’s sales.