Stronger Purchase Intention Research Articles

Examining digital video advertising (DVA) effectiveness

PurposeMarketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing.Design/methodology/approachTo examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment.FindingsDVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness.Research limitations/implicationsLike TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA.Practical implicationsCompanies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format.Originality/valueAs technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.

Is cash always king? Bundling product–cause fit and product type in cause‐related marketing

AbstractIn traditional cause‐related marketing (CRM) campaigns, companies support a cause by donating a portion of the proceeds from product sales (i.e., monetary giving). Recently, some companies have used the funds to buy something or just donate their own products for the beneficiaries (i.e., nonmonetary giving). We compare these two giving styles along with two moderators: product–cause fit and product type. Three experiments with various sampling methods (mall intercept data and online pool) and donation information (percentage of sales price, the amount of the product price, or one‐for‐one campaign) are conducted to enhance the robustness of the results. Study 1 shows that when the product and the cause fit well together, the nonmonetary giving strategy evokes a more positive consumer attitude and a stronger purchase intention than does the monetary giving strategy. When the product–cause fit is low, the opposite holds true. Studies 2 and 3 consider product type and product–cause fit simultaneously. When the product–cause fit is high, nonmonetary giving is more effective than monetary giving, regardless of the product type. On the other hand, when the product–cause fit is low, nonmonetary giving is more effective in promoting utilitarian products, but monetary giving is more effective in promoting hedonic products. In Study 3, consumer attributions regarding the company's motives for making the donation (i.e., inferred motives) is used to explain the underlying mechanism.

Why the family business brand matters: Brand authenticity and the family firm trust inference

Studying branding strategies of family firms gives rise to a striking observation: an increasing number of family firms nowadays communicate the “family” nature of their organizations. We therefore see a need for controlled empirical tests to determine whether this strategy of using a family business brand does influence consumers brand perceptions. Drawing on inference theory, we test the influence of a family business brand on perceptual and intentional variables in a series of two experimental online studies (N = 382; N = 126) and one field experiment (N = 54). The findings reveal that consumers infer higher brand trust from the communication of the firm's family nature, resulting in stronger purchase intentions. Furthermore, we identify brand authenticity as mediating variable for the family firm trust inference: consumers perceive brands that communicate their family nature as more authentic, leading to higher brand trust, and thus revealing brand authenticity as cognitive process of the family firm trust inference.

Country of origin effects on brand image, brand evaluation, and purchase intention

PurposeThe purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed.Design/methodology/approachThe authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris.FindingsConsumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention.Originality/valueThe overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.

Attitudes and Preferences for Sex-Appealing Products by Vietnamese Women in Their Ovulation Cycle

This study investigates the impact of female sex hormones on women’s consumption of fashion products. These hormones reach peak level when women are near ovulation, and this research examines how these hormones, when at peak level, influence women’s attitudes and purchase intention towards sexy and revealing fashion products. The research is based on two theoretical frameworks: Ovulatory Shift Hypothesis (OSH) and Theory of Reasoned Action (TRA). Specifically, the OSH, based on the female ovulatory cycle, postulates that women change their sexual preferences for men with perceived good biological indicators of genetic fitness on the high-to-low fertility days of the cycle. Thus, these women may also exhibit increased mating interest and higher motivation to act in ways that would help secure a desirable partner. The theory of reasoned action sheds light on the indirect relationship between women’s ovulatory period and their choice of apparel, with attitude as a mediator. A within-subject survey design was used to examine the proposed phenomenon. Vietnamese women were recruited for this specific study. In line with OSH, these study findings suggest that when near ovulation, women show more favorable attitudes and stronger purchase intention towards sexy and revealing fashion products. Further, as predicted by TRA, attitudes towards sexy and revealing fashion products mediate the relationship between ovulation and purchase intentions. The results of this study add to related streams of research which suggests that hormonal fluctuations influence consumers’ attitudes and purchase intention. For managers, the results provide suggestions on how to target female consumers for sexy fashion products more effectively.

Does a big Duchenne smile really matter on e-commerce websites? An eye-tracking study in China

The smile is the most common and universal human facial expression. This study investigates the joint effect of a model’s smile type and intensity on consumers’ attention and purchase intention. A 2 (smile type Duchenne smile vs. non-Duchenne smile) × 2 (smile intensity high vs. low) eye-tracking experiment was conducted to collect data on the eye movements of 52 female participants and their purchase intentions. Results showed that the product paired with a Duchenne smile drew more attention from the participants with stronger purchase intentions than a non-Duchenne smile. Moreover, smile intensity moderated the effects of smile type on the participants’ attention to the packshot (i.e., product picture) and product description. Specifically, when the smile intensity was low, a Duchenne smile drew more attention to the packshot and description than a non-Duchenne smile did. However, the effect was reversed for a smile with strong intensity.

The role of customer regulatory orientation and fit in online shopping across cultural contexts

This study offers valuable and timely contributions to the e-retailing and regulatory focus literature by investigating the influence of regulatory fit in the online shopping experience context, along with the mechanism underlying the fit effect. Through experimental studies conducted across different countries, we use two different technology product websites and use chronic and situationally induced regulatory focus to illustrate that the degree of fit between an individual's regulatory focus and the type of shopping experience offered by a website has a great influence on their perception and purchase intention. We find that when facing a hedonic website, promotion-focused individuals have a stronger purchase intention and a more positive attitude towards it, and that the reverse is true for prevention-focused individuals. Moreover, our findings indicate that the regulatory fit effect on purchase intention and attitude is mediated by an individual's engagement level and varies between developed countries and emerging markets.

Factors Affecting Purchase Decision of Canned Tuna Brands in Maldives

This study aimed to identify factors affecting purchase decision of canned tuna brands in the Maldives. Consumer decision making behaviour theories, models and past literature was reviewed to recognize various factors that affect purchase decision, followed by generating a multi-factor questionnaire with a Likert-Scale from 1-5 which helped conduct a pilot test to select most appropriate variables for this study. Theoretical framework was developed consisting of five major independent variables; social factors, product characteristics, company characteristics, marketing activities and Psychological factors. Data was collected using convenient sampling from a total of 450 customers visiting four of the largest supermarkets in Male’, the capital city of Maldives to ensure the reliability and validity of the research. The collected data was analyzed using statistical software’s AMOS 22. Confirmatory Factor analysis was used to confirm the factors that loads on each component and “Psychological factor” was removed from the original construct to meet the standard loading. Structural Equation Modeling was then performed to examine the path analysis and to test the hypotheses. Results indicated product characteristics to have a positive significant impact on consumer’s purchase decision. However, social factors, company characteristics and marketing activities were found to have no significance on purchase decision. Furthermore, demographic characters were analyzed for its significance; females, housewives and entrepreneurs were determined to specifically have a stronger purchase intention. Therefore, product characteristics of canned tuna such as taste, packaging and nutrition are most important factors that have a strong influence on consumers purchase decision of canned tuna brands in Maldives. This study included only consumers in Male’, hence further studies may include other regions of the country, especially the populated atolls. Future researches may also aim on deeper perspective of product characteristics such as impact of various canned tuna flavors; tuna in sunflower oil, tuna in olive oil or brine. As well discovering impact of various labelling or brand characters that influence consumers purchase decision would be resourceful to canned tuna producers and marketers.

Mere Virtual Presence with Product Experience Affects Brand Attitude and Purchase Intention

We investigated whether or not different contexts (mere virtual presence and mere virtual presence with product experience) led to different brand attitude and purchase intention. Participants were 193 users of an online brand community, and we employed a 2 (selfconstrual) × 2 (type of group) × 2 ( mere virtual presence and mere virtual presence with product experience) factorial experimental design. The results partly supported our predictions that in the context of mere virtual presence with product experience, consumers gained a more favorable brand attitude (nonsignificant) and stronger purchase intention (significant). In addition, self-construal and type of group moderated the relationship between brand attitude and purchase intention of mere virtual presence with product experience, which supports our hypotheses. Thus the 2 contexts of brand community satisfy consumers' different levels of demand in regard to fan traits and others' experience in using a product.

Effects of Congruence of Product, Visual Image, and Consumer Self-Image on Art Infusion Advertising

Although previous researchers have reported that use of visual art in advertising induces more positive responses in consumers than does no art, which variables are important in inducing these responses has been largely unexamined. We investigated the moderating effects on advertising of the congruence between product and visual image, and also the congruence between visual image and self-image. The sample consisted of 228 university students in Korea and the results showed that the students experienced stronger purchase intention when exposed to art infusion advertising with high levels of advertisement–product congruence and advertisement–self-image congruence than they did when the levels of congruence were low. Further, we found that positive emotion mediated the effects of art infusion advertising on attitude toward advertising only for a hedonic product, and that consumer response to art infusion advertising differed according to product type.

The effect of product placement on persuasion for mobile phone games

The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games. An experiment was conducted with a 2 (type of game: high level of attention vs low level of attention) × 2 (placement location: focal vs peripheral) × 2 (type of brand: high-familiarity brand vs low-familiarity brand) between-subjects design to examine whether the type of game, type of brand and product placement of mobile phone games affect gamers’ (N = 324) memories, attitudes towards product placement and purchase intentions. The results showed that: (1) gamers have higher recall of brands embedded in the focal area than those in the peripheral areas of the game; (2) gamers’ product-related recall improves when high-familiarity brands rather than low-familiarity brands are embedded within games; and (3) gamers who exhibit more positive attitudes towards product placement are more likely to exhibit stronger purchase intentions.

Brand interactivity and its effects on the outcomes of advergame play

This study develops the concept of brand interactivity based on the characteristics and definitions of interactivity and applies it to advergames. Brand interactivity is significant in advertising research and practice because this concept extends the perspective of interactivity from media to brands. The results of an experiment indicate that consumers have more positive attitudes toward a brand and stronger purchase intentions when playing advergames with brand interactivity rather than without brand interactivity. As this study shows, the role of brand interactivity in advergames provides insights for advertising scholars and practitioners seeking ways to improve consumers’ experience with brands through interactive media.

Self-Concept, Product Involvement, and Responses to Self-Congruent Advertising

This study examines the influence of self-congruity and product involvement on advertising responses. In addition to three traditional advertising responses, attitude-toward-the-ad, brand interest, and purchase intention, this study also examines participants' affective responses (arousal and valence) and their relationships with other advertising responses. The results indicated that while a higher degree of product involvement generated more positive responses toward the product information, within the same product category participants reported more positive emotional responses, more positive attitude-toward-the-ad, stronger brand interest, and stronger purchase intention toward self-congruent brands. Valence and arousal were found to be significantly correlated with attitude-toward-the-ad, brand interest, and purchase intention.

Evaluating the Effectiveness of Comparative Advertising Using Product Involvement Segmentation in the U.S. Automobile Industry

Abstract Product involvement segmentation was used to test advertising effectiveness, producing a three-way interaction effect among high versus low brand involvement, comparative versus non-comparative verbal strategy, and market share. The three existing brands of domestic luxury sedans included in our study were the market leading Cadillac Sedan Deville, the Lincoln Town Car with the second largest market share, and a lagging brand (the Chrysler Imperial). Applying involvement segmentation can enable marketers to design advertising strategies which produce more favorable responses among consumers with stronger purchase intentions toward the sponsoring brand, consumers who cannot be identified through demographic variables alone (e.g., income).