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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…

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12879

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.

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

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Article
Publication date: 14 October 2021

Kian Yeik Koay, Man Lai Cheung, Patrick Chin-Hooi Soh and Chai Wen Teoh

Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies…

Abstract

Purpose

Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention.

Design/methodology/approach

Self-administrated online surveys were used to collect data from Instagram users. A total of 191 usable data were collected and analysed using partial least square structural equation modelling.

Findings

The results show that SMIs’ trustworthiness and expertise are significant predictors of followers’ purchase intention. Moreover, the moderating effect of materialism on the relationship between attractiveness and purchase intention is significant. Notably, the influence of attractiveness on purchase intention is greater when materialism is high.

Originality/value

This research contributes to the SMI literature by examining the influence of SMIs’ trustworthiness, attractiveness and expertise, along with the moderating effect of materialism, on followers’ purchase intention.

Details

European Business Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 17 September 2021

Deonir De Toni, Rogério Pompermayer, Fernanda Lazzari and Gabriel Sperandio Milan

The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to…

Abstract

Purpose

The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.

Design/methodology/approach

The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.

Findings

This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.

Originality/value

One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.

Details

International Journal of Wine Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1062

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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.

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

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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.

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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: 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.

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650

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: 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: 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…

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1327

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: 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

Keywords

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