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Article
Publication date: 1 September 1997

Andreas Herrmann, Frank Huber and Robin Higie Coulter

Examines the effects of four factors (the bundle: pure or mixed, the price discount, the functional complementarity of bundle components, and the number of bundle…

Abstract

Examines the effects of four factors (the bundle: pure or mixed, the price discount, the functional complementarity of bundle components, and the number of bundle components) on consumers’ intentions to purchase product and service bundles. The findings were relatively consistent across product (automobile) and service (automotive service) contexts, and illustrate that pure bundles are preferred to mixed bundles, and a greater price discount is preferred to a lesser one. The results also indicate that five component bundles generate greater purchase intention than either three or seven component bundles, and that “very related” bundle components result in greater purchase intention than either moderately or not related components. Additionally, several interactions are present.

Details

Pricing Strategy and Practice, vol. 5 no. 3
Type: Research Article
ISSN: 0968-4905

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Article
Publication date: 13 July 2021

Hongquan Chen, Shuhua Zhang, Bingjia Shao, Wei Gao and Yujin Xu

The purpose of this paper is to investigate the impact of buyer-seller interpersonal interactions on the purchase intention of buyers, incorporating swift guanxi as a mediator.

Abstract

Purpose

The purpose of this paper is to investigate the impact of buyer-seller interpersonal interactions on the purchase intention of buyers, incorporating swift guanxi as a mediator.

Design/methodology/approach

Based on survey data obtained from 336 Taobao Live users, PLS techniques were used to test hypotheses.

Findings

Swift guanxi exists in buyer-seller interactions and matters, as it drives buyers' purchase intention in live stream shopping. Perceived expertise, perceived similarity and perceived likeability are found to be the three essential interpersonal interaction factors promoting the formation of swift guanxi. Perceived familiarity is also found to be significant but to a lesser extent. In addition, all these interpersonal interaction factors are found to significantly affect purchase intention through the mediation of swift guanxi.

Originality/value

Swift guanxi has been less explored in live stream shopping. This study takes the lead in empirically examining the mediating role of swift guanxi in the relationship between interpersonal interaction factors and purchase intention and offers a description of key buyer-seller interpersonal interaction factors (perceived expertise, perceived similarity and perceived likeability), thereby helping to extend the swift guanxi literature in social commerce.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 8 July 2021

Youssef Chetioui and Hind Lebdaoui

This paper aims to propose and test a theoretical framework in which attitude towards COVID-19 cause-related campaigns mediates the effects of identification with the…

Abstract

Purpose

This paper aims to propose and test a theoretical framework in which attitude towards COVID-19 cause-related campaigns mediates the effects of identification with the cause, donation size, emotional arousal and subjective norms on consumer purchase intention. The authors also explore the moderating effect of religiosity in an emerging nation marked by the dominance of the Islamic doctrine.

Design/methodology/approach

Survey data from a sample of 561 consumers from Morocco were analyzed to test the hypotheses using structural equation modeling.

Findings

First, attitude toward COVID-19 cause-related campaigns has a significant effect on consumer purchase intention; at the same time, it is influenced by identification with the cause, donation size, emotional arousal and subjective norms. Second, the results confirm the mediating effect of attitude toward COVID-19 cause-related campaigns, e.g. higher emotional arousal triggers positive attitude towards COVID-19 cause campaigns, which shapes consumer purchase intention. Third, Islamic religiosity acts as a moderator, e.g. individuals who feel themselves as highly religious are more likely to develop favorable attitude towards cause brands and therefore form stronger purchase intentions when exposed to COVID-19 cause campaigns.

Practical implications

The findings of this research suggest a number of practical and social implications for both academics and practitioners. Successful cause-related marketing (CrM) campaigns should include facets inducing emotional arousal, superior donation size, identification with the cause and subjective norms, which, in turn, enhances consumers’ attitude toward the campaign, their attitude towards the brand and purchase intentions. Practitioners interested in expanding into majority-Muslim markets should also consider the use of faith-based messages and religious morals when planning CrM campaigns.

Originality/value

While preliminary studies have already attempted to provide knowledge about the impact of COVID-19 on individuals’ health and well-being, potential effects on consumers’ decisions and behavior have not been considered much and are yet to be empirically investigated. This original research is among the first to provide insights about the potential use of COVID-19 cause to shape consumer purchase intention and behavior. This will strengthen our cross-cultural appreciation of the disparities in consumer perception of CrM among Muslim and non-Muslim communities.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 17 May 2021

Květa Olšanová, Andrea Escobar Ríos, Gina Cook, Petr Král and Marija Zlatić

The purpose of this study is to investigate the impact of luxury buyers' awareness of a luxury brand's corporate social responsibility (CSR) activities together with its…

Abstract

Purpose

The purpose of this study is to investigate the impact of luxury buyers' awareness of a luxury brand's corporate social responsibility (CSR) activities together with its individual brand-related sustainable dimensions (in terms of economic, societal and environmental) and luxury values on purchase intention for luxury products and, as a result, highlight the potential implications of these relationships for the luxury industry.

Design/methodology/approach

A luxury purchase intention model, which assumes an impact from traditional luxury values and CSR, was indicated based on the authors' previous qualitative research and corresponding literature review. To validate the model by proving that the suggested relationships are statistically significant, (1,100) luxury customers over the age of 18 were approached, and (253) valid responses were entered and analyzed using SEM to confirm the indicated theoretical model's hypothesized causal relations.

Findings

The findings suggest a positive and significant relationship between buyers’ awareness of a specific luxury brand's CSR-related activities and their purchase intention; however, certain demographics and gender both moderate this relationship. The moderating role of general attitudes toward CSR and sustainability on this relationship was not confirmed. Furthermore, awareness of the brand's CSR positively mediates the relationship between both the societal/environmental and economic parts of the brand-related individual sustainable dimension and purchase intention.

Originality/value

The results of this study are based on actual purchases of branded luxury items and validate the authors' indicative model based on earlier qualitative research by claiming a significant relationship between the purchase intention for a brand and awareness of its CSR activities amongst luxury shoppers.

Details

Social Responsibility Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 10 June 2021

Hsu-Ju Teng, Chi-Feng Lo and Jia-Jen Ni

The purpose of this study is to investigate how combined nutrition labelling influences consumer attitudes, subjective norms, perceived behavioural control and purchase

Abstract

Purpose

The purpose of this study is to investigate how combined nutrition labelling influences consumer attitudes, subjective norms, perceived behavioural control and purchase intention for sugar-sweetened beverages (SSBs).

Design/methodology/approach

This study adopted a mixed method research, quasi-experimental design with 406 valid Taiwanese samples to evaluate the possible effects of combined nutrition labelling on SSB purchase intention; two focus group interviews with four nutritional experts and 12 students were conducted to explain how and why consumers perceived different types of combined nutritional labels.

Findings

Combined labels including sugar type/gram with the guideline daily amounts and traffic light display were perceived by consumers as high-quality and reliable, which improved consumer attitude and SSB purchase intention. Consumers perceived the traffic light display and warning claim as a sugar over-consumption message, which reduced SSB purchase intention through subject norms.

Practical implications

Governments should be aware that concrete nutritional information (NIP) leads to the worst SSB consumption. Moreover, the authors suggest that policymakers emphasise the effectiveness of warning claims on SSB products with “sufficient” sugar information to trigger consumers' concern, remind SSB manufacturers of their moral obligation to consumers.

Originality/value

This study identified that the combined effects of nutritional attributes and parts of meanings might be enhanced, eliminated or even separated from their original meaning. Although the label messages were delivered simultaneously, the consumer's psychological perceptions proved to be more complicated than a single attribute and sequentially affected consumer attitudes, subject norms and SSB purchase intention.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 22 December 2020

Abdul Alem Mohammed

This study aims to investigate the impact of perceived values (hedonic and utilitarian), trust and subjective norms on consumers' purchasing intentions of organic food in…

Abstract

Purpose

This study aims to investigate the impact of perceived values (hedonic and utilitarian), trust and subjective norms on consumers' purchasing intentions of organic food in Saudi Arabia; it also explores the moderating influence of availability on the relationship between the intentions of consumers and their actual purchasing behaviour.

Design/methodology/approach

A survey with 236 consumers of organic food in Saudi Arabia was carried out. The convergent and discriminant validity of latent variables was confirmed. The relationships among them were tested using Partial Least Square Modelling (PLS).

Findings

The results indicate that utilitarian and hedonic values, trust and subjective norms positively affect consumer purchase intention. They also reveal the moderating effect of availability on the relationship between consumers' purchasing intention and their actual behaviour in the Saudi Arabian context.

Research limitations/implications

The study contributes to knowledge about the relationships among perceived values, trust, subjective norms, availability and consumer purchasing intentions of organic food, and their actual behaviour in an emerging market. The results enlarge the understanding of consumers' purchasing behaviour in the Saudi Arabian organic food market and point out some opportunities for future research.

Originality/value

The study is original in investigating the factors that influence customers' intention and their actual purchasing behaviour toward organic food in Saudi Arabia. It is a first attempt to test the moderating influence of availability on the relationship between purchase intention and actual purchasing behaviour toward organic food products in an emerging market.

Details

British Food Journal, vol. 123 no. 5
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 24 November 2020

Ammar Javed and Zia Khan

This study aims to highlight important marketing strategies within the context of a highly competitive emerging market with few points of difference because of service…

Abstract

Purpose

This study aims to highlight important marketing strategies within the context of a highly competitive emerging market with few points of difference because of service homogeneity. Drawing upon the social identity and self-expansion theories, this research explores the role of corporate social responsibility (CSR) and discounts and packages offers (DPO) as determinants of purchase intentions. The understudied mediating role of brand love is investigated in the CSR–purchase intentions and DPO–purchase intentions relationships, with relationship age as a moderating variable for the two relationships.

Design/methodology/approach

Data from 359 valid responses from customers of cellular service firms in Pakistan were analyzed using partial least squares-based structural equation modeling.

Findings

The findings show that brand love partially (albeit a weaker relationship) mediates the CSR–purchase intentions relationship. Brand love also partially (albeit a stronger relationship) mediates the DPO–purchase intentions relationship. The moderating role of relationship age is not established.

Practical implications

Cellular firms in emerging markets experience high volatility. Therefore, understanding of the volatile behavior alongside devising strategies is of the utmost importance. This research shows that customers continue their business with the firms they love. Interestingly, the non-significance of relationship age as a moderator for both CSR–purchase intentions and DPO–purchase intentions indicates that garnering customers' purchase intentions with respect to relationship age will be very difficult for cellular firms under fierce competition. CSR and DPO should be strategically used to increase brand love to boost purchase intentions.

Originality/value

This study makes two important contributions to the literature of emerging markets. The first contribution of this research is the proposal and validation of brand love as a mediating variable in CSR–purchase intentions and DPO–purchase intentions relationships. Evaluation of the moderating role of relationship age in CSR–purchase intentions and DPO–purchase intentions relationships is the second contribution.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 7 December 2020

Sanjida Amin and Md Touhiduzzaman Tarun

The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers…

Abstract

Purpose

The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers’ regarding green products and to examine the influence of green trust as a mediator.

Design/methodology/approach

Cross-sectional research design was considered where self-administered questionnaire was employed to collect data from the respondents. Both statistical package for social science (SPSS) and partial least square (PLS) method, a second-generation technique of structural equation modeling (SEM), were used as statistical tools for analyzing the model and for estimating the parameters.

Findings

Emotional value has paramount influence on green purchase intention whereas the other two dimensions of consumption values have insignificant impact on customers’ green purchase intention. Moreover, green trust has the most significant effect on customers’ green purchase intention and green trust showed significant mediating effect between three dimensions of consumption values and green purchase intention.

Practical implications

The findings of the current study may assist the organizations and business owners with the understanding of green consumption and business strategies designed to address the environmental issues. Marketers should emphasize on products functional benefits as well as products social and, most importantly, on emotional benefits to enhance customers’ environment-friendly behavior.

Originality/value

To the best of the authors’ knowledge, the study is the first to measure the impact of consumption values on green buying intention with the role of green trust as a mediator in Bangladesh. The outcome demonstrates how several variables interact with each other to influence green purchase intention.

Details

Social Responsibility Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 1 July 2020

Nasreen Khan, Abdullah Sarwar and Booi Chen Tan

Halal cosmetic products are considered as innovation and revolution in the cosmetic industry as they offer high-quality products that follow the halal compliance and meet…

Abstract

Purpose

Halal cosmetic products are considered as innovation and revolution in the cosmetic industry as they offer high-quality products that follow the halal compliance and meet the strict scientific guidelines. However, halal cosmetic brands are still facing challenges in their positioning and are unable to identify how to encourage customers to buy. Although there is an increasing awareness towards the use of halal cosmetics among the Generation Y consumers, the factors that might stimulus their purchase intention of halal cosmetics is still ambiguous. Besides, there is a lack of well-established study on the role of religious belief as a predictor to Generation Y consumers’ purchase intention. To address the gap, this study aims to propose a model to reveal the distinctive factors that influence the purchase intention of halal cosmetics among Generation Y in Malaysia.

Design/methodology/approach

The population for this study consisted of Generation Y consumers. A closed-ended questionnaire was used for data collection from a sample of 262 respondents. The proposed model was tested using partial least squares structural equation modelling.

Findings

This study discovered that ingredient safety followed by the halal logo is very important predictor for the purchase intention of halal cosmetic products among Generation Y consumers. Unexpectedly, this study finds that religious belief plays the least important role in purchase intention.

Research limitations/implications

This study fills the gap in the theory of planned behaviour (TPB) by improving its limitation through considering the unbiased determinant of behaviour i.e. religious belief.

Practical implications

This study recommends cosmetics companies to position their products based on the importance of safety ingredient with halal logo as unique attributes of the product. It also suggests marketers to understand the right promotion strategy to be used in targeting the right market segment.

Originality/value

TPB is only based on cognitive processing and it ignores one’s needs/motivations prior to engaging in certain behaviour. Hence, this study looks into religious belief as a means of motivation and one of the important determinants of TPB.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 20 April 2020

Youssef Chetioui, Hikma Benlafqih and Hind Lebdaoui

This study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting…

Abstract

Purpose

This study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.

Design/methodology/approach

To achieve this goal, the authors propose a conceptual model that combines the theory of planned behavior (TPB) and theoretical outcomes of prior literature related to influencer marketing. Based on data collected from 610 Moroccan respondents, the authors empirically test the conceptual model using a partial least squares (PLS) estimation.

Findings

This study illustrates that attitudes toward FIs positively impact brand attitude and consumer purchase intention. The authors also demonstrate that perceived credibility, trust, perceived behavioral control, perceived subjective norms, perceived expertise and perceived congruence positively impact attitudes toward FIs.

Practical implications

The study findings help marketers and advertisers in the fashion industry to understand how influencer marketing contributes to consumer purchase intention. They also allow marketers to understand factors explaining attitudes toward FIs and therefore better select influencers capable of creating purchase intentions among existing and potential customers.

Originality/value

The present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward FIs and consumer purchase intention. To the authors’ knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the fashion industry.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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