Books and journals Case studies Expert Briefings Open Access
Advanced search

Search results

1 – 10 of over 73000
To view the access options for this content please click here
Article
Publication date: 31 August 2020

Will college students take a stand? Effects of health orientations on purchase decision factors for standing desks

Kendall Goodrich, Mark Benden, James Munch and Wakiuru Wamwara

This study aims to examine the impact of college students’ health and wellness orientations on the perceived importance of health benefits for an innovative new brand of…

HTML
PDF (479 KB)

Abstract

Purpose

This study aims to examine the impact of college students’ health and wellness orientations on the perceived importance of health benefits for an innovative new brand of standing desk, which is hypothesized to positively affect students’ attitudes and intentions. Research in this domain for the college student market is sparse.

Design/methodology/approach

An online survey was conducted among business students at a large Midwestern US University, with class credit offered for completion. Of the 325 students given the opportunity to participate, 210 completed the survey.

Findings

Health motivation is positively related to calorie reduction importance, whereas wellness orientation is positively related to back health and cognitive enhancement. Calorie reduction and potential cognitive benefits significantly affect attitudes toward standing desks, which positively impact intentions to use, pay a school usage fee and buy the product.

Research limitations/implications

Different health orientation factors are associated with specific health benefits, providing greater insight into consumer attitudinal motivations for health-related products. Future research can further evaluate the generalizability of the results.

Practical implications

Marketers can tailor more effective communications based on underlying consumer motivations for health-related product benefits, resulting in better marketing outcomes.

Social implications

Obesity is a growing societal issue, which could be ameliorated by improved daily behaviors, including the use of standing desks to assist in countering sedentarism.

Originality/value

To the best of the authors’ knowledge, neither academic research has yet examined standing desk purchase decision factors for the college student market, nor the effects of different health orientations on perceived health benefits.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-07-2019-2481
ISSN: 1061-0421

Keywords

  • Health
  • Wellness
  • Marketing
  • College
  • Student
  • Desk
  • Posture
  • Obesity
  • Productivity
  • Branding

To view the access options for this content please click here
Article
Publication date: 18 November 2019

Protecting brands from product failure using extended warranties

Kiran Karande and Mahesh Gopinath

Product failures can lead to customer dissatisfaction, negative brand attitudes and a loss of brand equity. The purpose of this paper is to investigate whether extended…

HTML
PDF (398 KB)

Abstract

Purpose

Product failures can lead to customer dissatisfaction, negative brand attitudes and a loss of brand equity. The purpose of this paper is to investigate whether extended warranties offer a mechanism to mitigate the negative effects of product failure and the mediating role of positive and negative self-directed emotions.

Design/methodology/approach

The hypotheses are tested using two 2 × 2 between-subjects experiments with product failure and warranty purchase as the two factors, attitude toward the brand as the dependent variable, positive and negative self-directed emotions as mediating variables and attitude toward warranties as a covariate.

Findings

It is found that the decline in attitude toward the brand due to product failure is greater among customers purchasing an extended warranty, than among those who do not. Moreover, positive and negative self-directed emotions mediate this relationship.

Originality/value

Manufacturers are for the most part not involved in distribution or administration of extended warranties, which are mainly sold through retailers and administered by companies that specialize in extended warranties. The study findings indicate that contrary to industry practice, consumer-durable manufacturers should consider more active management and promotion of extended warranties to protect their brand’s equity from the negative effects of product failure.

Details

Journal of Product & Brand Management, vol. 28 no. 7
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-09-2018-2019
ISSN: 1061-0421

Keywords

  • Brand attitudes
  • Product failure
  • Extended warranties
  • Self-directed emotions

To view the access options for this content please click here
Article
Publication date: 1 September 2002

Apparel involvement and advertisement processing: A model

Hye‐Shin Kim, Mary Lynn Damhorst and Kyu‐Hye Lee

This study examines how consumer involvement with apparel influences perceptions of an apparel product (T‐shirt) presented in a print advertisement. Consumer involvement…

HTML
PDF (305 KB)

Abstract

This study examines how consumer involvement with apparel influences perceptions of an apparel product (T‐shirt) presented in a print advertisement. Consumer involvement with apparel was examined in relation to three advertisement response concepts: attitude toward the advertisement, product attribute beliefs, and product attitude. Also as part of the study, three dimensions of apparel involvement were tested (fashion, comfort, and individuality). Finally, an advertising processing model that integrates apparel involvement with the three advertisement response concepts was tested. A convenience sample of students attending a midwestern university in the USA participated in data collection. Respondents were presented with a full‐page advertisement for a fictitious brand of apparel and answered items on the questionnaire. Findings confirmed that dimensions of apparel involvement shaped consumer attitudes. A combination of apparel involvement dimensions (fashion, individuality, and comfort) influenced consumer beliefs about product attributes in the advertisement. In terms of gender differences, the comfort variable showed to be a stronger component of apparel involvement for men and women tended to be more involved in fashion. Findings also supported relationships among advertisement response variables previously tested by scholars. Product attribute beliefs and ad attitude were significant in product attitude formation.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 6 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/13612020210441364
ISSN: 1361-2026

Keywords

  • Advertising
  • Clothing
  • Theory

To view the access options for this content please click here
Article
Publication date: 28 May 2020

Purchase behavior of millennial female generation on Halal cosmetic products

Tanti Handriana, Praptini Yulianti, Masmira Kurniawati, Nidya Ayu Arina, Ratri Amelia Aisyah, Made Gitanadya Ayu Aryani and Raras Kirana Wandira

The purpose of this study is to analyze millennial generation purchase behavior on halal cosmetic products in Indonesia.

HTML
PDF (256 KB)

Abstract

Purpose

The purpose of this study is to analyze millennial generation purchase behavior on halal cosmetic products in Indonesia.

Design/methodology/approach

The research approach used is a quantitative approach with the research method in the form of a survey and the sampling technique using purposive sampling. The respondents in this study are 206 Muslim females of the millennial generation. Structural equation modeling (SEM) with AMOS software is used for analyzing the data of this study.

Findings

This study found that of the 11 hypotheses tested, 10 of them were accepted: H1, H2, H3, H4, H6, H7, H8, H9, H10 and H11. The accepted hypotheses are the influence of perceived value on trust, brand image on trust, brand image on attitude, religious belief on attitude, halal certification on halal awareness, trust on attitude and halal awareness on attitude. As for trust, attitude toward product, halal awareness affects the intention to purchase halal cosmetics. Moreover, H5 was not accepted, namely, the influence of religious belief on halal awareness. The findings of this study are expected to contribute to the development of marketing theory, specifically related to consumer behavior of halal cosmetic products, as well as the development of the concept of consumer behavior based on demographics, namely, the millennial generation.

Originality/value

This study is more comprehensive than previous studies, and this study is focused on the millennial generation.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JIMA-11-2019-0235
ISSN: 1759-0833

Keywords

  • SEM
  • Consumer behavior
  • Halal
  • Millennial generation
  • Cosmetic products

To view the access options for this content please click here
Article
Publication date: 4 July 2019

Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages

Li-Chun Hsu

This study aims to investigate the social, utilitarian and hedonic benefits associated with a brand behavioral performance from an attitude contagion theory perspective…

HTML
PDF (490 KB)

Abstract

Purpose

This study aims to investigate the social, utilitarian and hedonic benefits associated with a brand behavioral performance from an attitude contagion theory perspective. An integrated empirical model was constructed to identify the antecedents and consequences of consumer attitude contagion.

Design/methodology/approach

Data were obtained from 609 members of Facebook apparel brand fan pages using purposive sampling. Structural equation modeling was used to validate the proposed theoretical model.

Findings

Social, utilitarian and hedonic benefits could be used to explain the effects of attitude contagion on various relationships. Attitude contagion factors partially mediate exogenous factors and the behavior of brand fans. Regarding the attitude contagion effect, perceived community attitude and attitude toward fans’ sponsored recommendation posts have stronger explanatory powers for attitude toward products than for attitude toward brands. Specifically, attitude toward brands can indirectly influence members’ purchase intention through brand recall. The proposed model exhibited desirable goodness-of-fit.

Practical implications

The findings can give brand community managers insight into the development of consumer attitude contagion and assist companies to improve their community management.

Originality/value

This study contributes to multiple perspectives in the literature regarding social, utilitarian and hedonic benefits and adopted an extension viewpoint to explain that the formation of consumer attitude is a complex process.

Details

Journal of Product & Brand Management, vol. 29 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-07-2018-1930
ISSN: 1061-0421

Keywords

  • Social media
  • Purchase intention
  • Perceived benefits
  • Facebook brand fan pages
  • Attitude contagion theory
  • Brand behavioural performance
  • Brand recall

To view the access options for this content please click here
Article
Publication date: 9 September 2019

The impacts of evaluation duration and product types on review extremity

Huawei Zhu, Rungting Tu, Wenting Feng and Jiaojiao Xu

Extreme online reviews can have great impacts on consumers’ purchase decisions. The purpose of this paper is to investigate when users are more likely to provide extreme…

HTML
PDF (267 KB)

Abstract

Purpose

Extreme online reviews can have great impacts on consumers’ purchase decisions. The purpose of this paper is to investigate when users are more likely to provide extreme ratings. The study draws inference from attitude certainty theory and proposes that review extremity is influenced by the interaction of evaluation duration and product/service types: for hedonic products/services, shorter evaluation duration can foster attitude certainty, leading to higher review extremity; in contrast, for utilitarian products/services, longer evaluation duration can increase attitude certainty, resulting in more extreme reviews.

Design/methodology/approach

Three studies were conducted to test the hypotheses: Study 1 is an empirical analysis of 3,000 reviews from an online retailing website; Studies 2 and 3 are two between-subject experiments.

Findings

Results from three studies confirm the hypotheses. Study 1 provides preliminary evidence on how review extremity varies in evaluations of different durations and product/service types. Results from Studies 2 and 3 show that for hedonic products/services, the shorter the evaluation duration, the more likely users are to give extreme ratings; however, for utilitarian products/service, the longer the evaluation duration, the more likely users are to give extreme reviews; and attitude certainty plays a mediating role between evaluation duration and review extremity.

Originality/value

Findings from this study provide understandings on when a fast rather than a slow evaluation can lead to more extreme reviews. The results also highlight the role of users’ attitude certainty in the underlying mechanism.

Details

Online Information Review, vol. 43 no. 5
Type: Research Article
DOI: https://doi.org/10.1108/OIR-11-2017-0331
ISSN: 1468-4527

Keywords

  • Hedonic products
  • Attitude certainty
  • Evaluation duration
  • Extremity of reviews
  • Utilitarian products

To view the access options for this content please click here
Article
Publication date: 18 November 2019

How and when AR technology affects product attitude

Lan Xu, Lei Zhang, Nan Cui and Zhilin Yang

Augmented reality (AR) has emerged as a novel communication tool, which adds virtual computer-generated information to a viewer’s real life. The purpose of this paper is…

HTML
PDF (221 KB)

Abstract

Purpose

Augmented reality (AR) has emerged as a novel communication tool, which adds virtual computer-generated information to a viewer’s real life. The purpose of this paper is to investigate the effect of AR technology on consumers’ experience.

Design/methodology/approach

Four experiments were performed to test the effect of AR-based product display on the consumer’s attitude and the underlying mechanism of the effect.

Findings

The results have demonstrated that self-referencing reality simulation mediates the effect of AR technology on consumers’ product attitude, and the effect is attenuated when the consumers hold quality beliefs rather than taste beliefs or when the product is a luxury brand.

Practical implications

The current research suggests that managers should develop and adopt AR technology when presenting their products in front of consumers, which can improve consumers’ product attitude. Additionally, emphasizing the taste of target products rather than quality will strengthen the positive effect of AR technology on product attitude. Furthermore, managers of luxury brands should present their products in a traditional way, which induce an exclusive perception rather than using AR technology.

Originality/value

This paper investigates the underlying mechanism of how AR technology improves consumers’ product attitude and shopping experience, to fill the gap in consumers’ unique experience with AR technology. Furthermore, the moderated effect of consumer beliefs and product difference has also been examined in this study, which attributes to the research of product differentiation.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
DOI: https://doi.org/10.1108/APJML-03-2019-0221
ISSN: 1355-5855

Keywords

  • Luxury
  • Augmented reality
  • Attitude
  • Self-reference
  • Consumer beliefs
  • Product display

To view the access options for this content please click here
Article
Publication date: 9 August 2013

Narrative online advertising: identification and its effects on attitude toward a product

Russell K.H. Ching, Pingsheng Tong, Ja‐Shen Chen and Hung‐Yen Chen

Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative…

HTML
PDF (282 KB)

Abstract

Purpose

Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative advertising and investigate the effects of four pertinent advertising design elements, interactivity, entertainment, vividness, and self‐referencing, on consumer products and the moderating effects of advertisement involvement on these relationships.

Design/methodology/approach

Data were collected using an online questionnaire that contained measures adapted from prior studies. Participants first selected a product that they would seriously consider purchasing and answered a set of questions prior to viewing a narrative online advertisement, which was followed by a different set of questions. Structural equation modeling was used to empirically test the authors’ proposed model.

Findings

Greater levels of interactivity, vividness, entertainment, and self‐referencing in narrative online advertisements led to more favorable attitudes toward a product. In particular, self‐referencing had a substantial effect on transportation in forming product attitudes. Advertisement Involvement moderates (i.e. enhances) the effect of self‐referencing on attitudes toward a product.

Practical implications

If properly designed, a narrative online advertisement can fully utilize Internet‐enabled features and can maximize their potential to produce a favorable consumer attitude toward a featured product.

Originality/value

This study advances narrative advertising research and provides empirical evidence to highlight the effects of the pertinent characteristics of Internet‐based advertising, interactivity and entertainment in the conversion process of transportation and consumer attitudes. Moreover, this study identifies and sheds light on important contingencies (i.e. advertisement involvement) of the focal relationships.

Details

Internet Research, vol. 23 no. 4
Type: Research Article
DOI: https://doi.org/10.1108/IntR-04-2012-0077
ISSN: 1066-2243

Keywords

  • Narratives
  • Advertising
  • Internet shopping
  • Transportation
  • Involvement

To view the access options for this content please click here
Article
Publication date: 27 July 2010

The formation and effect of attitude importance in professional sport

Mark P. Pritchard and Daniel C. Funk

Current research has largely overlooked importance as a meta‐attitude consumers develop from related judgments. Drawing from observations by consumer theorists and attitude…

HTML
PDF (211 KB)

Abstract

Purpose

Current research has largely overlooked importance as a meta‐attitude consumers develop from related judgments. Drawing from observations by consumer theorists and attitude strength researchers, the present study seeks to investigate the formation and effect of attitude importance in an experiential setting, spectator sport.

Design/methodology/approach

The study adapts a stimulus‐response framework to conduct a structural examination of attitude importance. The investigation includes a multi‐stage sampling procedure that distributed surveys to spectators attending five professional sport matches (n=370).

Findings

Path analysis of a multiple indicator‐multiple cause (MIMIC) model revealed that perceptions of technical and functional aspects of the service experience fuel a meta‐attitude of importance. When evident in dual judgments of product interest and brand importance, the construct is able to play a significant role in patron responses.

Research limitations/implications

These findings offer insight on the nature of importance and its role in moderating spectator behavior. Support for the structural sequence also holds implications for researchers interested in delineating other strong attitudes. However, study findings are limited to hedonic service consumers and await replication in other product settings.

Practical implications

Practical implications consider different mixes of dual judgments and strategies organizations might use to leverage a meta‐attitude of importance in their patrons. Examples of scenario‐based challenges to managing this disposition in the sport industry and in other consumer contexts are discussed.

Originality/value

Despite early attention by marketing practitioners on the importance of individual product features, explanations of how a larger meta‐attitude forms and affects customers are rare. The study developed a MIMIC model and used path analysis to address the matter.

Details

European Journal of Marketing, vol. 44 no. 7/8
Type: Research Article
DOI: https://doi.org/10.1108/03090561011047508
ISSN: 0309-0566

Keywords

  • Sporting events
  • Leisure activities
  • Consumer behaviour
  • United States of America

To view the access options for this content please click here
Article
Publication date: 11 November 2014

Modeling attitude constructs in movie product placements

Siva K. Balasubramanian, Hemant Patwardhan, Deepa Pillai and Kesha K. Coker

The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements…

HTML
PDF (281 KB)

Abstract

Purpose

The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements.

Design/methodology/approach

Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework.

Findings

Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement.

Research limitations/implications

We focus on explicit attitudes; implicit attitudes need future research attention.

Practical implications

Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand.

Originality/value

This is the first study to apply the structural equation modeling approach to this research area.

Details

Journal of Product & Brand Management, vol. 23 no. 7
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-04-2014-0552
ISSN: 1061-0421

Keywords

  • Attachment theory
  • Advertising
  • Brand evaluation
  • Identification theory
  • Meaning transfer model
  • Product placement
  • SEM (structural equation modeling)
  • Social learning theory

Access
Only content I have access to
Only Open Access
Year
  • Last week (195)
  • Last month (704)
  • Last 3 months (1744)
  • Last 6 months (3424)
  • Last 12 months (6626)
  • All dates (73378)
Content type
  • Article (62327)
  • Book part (7846)
  • Earlycite article (2585)
  • Case study (556)
  • Expert briefing (61)
  • Executive summary (2)
  • Graphic analysis (1)
1 – 10 of over 73000
Emerald Publishing
  • Opens in new window
  • Opens in new window
  • Opens in new window
  • Opens in new window
© 2021 Emerald Publishing Limited

Services

  • Authors Opens in new window
  • Editors Opens in new window
  • Librarians Opens in new window
  • Researchers Opens in new window
  • Reviewers Opens in new window

About

  • About Emerald Opens in new window
  • Working for Emerald Opens in new window
  • Contact us Opens in new window
  • Publication sitemap

Policies and information

  • Privacy notice
  • Site policies
  • Modern Slavery Act Opens in new window
  • Chair of Trustees governance statement Opens in new window
  • COVID-19 policy Opens in new window
Manage cookies

We’re listening — tell us what you think

  • Something didn’t work…

    Report bugs here

  • All feedback is valuable

    Please share your general feedback

  • Member of Emerald Engage?

    You can join in the discussion by joining the community or logging in here.
    You can also find out more about Emerald Engage.

Join us on our journey

  • Platform update page

    Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

  • Questions & More Information

    Answers to the most commonly asked questions here