Journal articles on the topic 'Brand attitude'
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Affifatusholihah, Lina, and Solehatin Ika Putri. "Analisis Variabel yang Mempengaruhi Minat Investasi Berbasis Aplikasi." Jurnal Bisnis dan Manajemen 8, no. 2 (November 30, 2021): 311–20. http://dx.doi.org/10.26905/jbm.v8i2.6188.
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This study considers how the direct and indirect impact from variable of advertising attitude, brand awareness, brands attitude to interest in using online investment applications. Quantitative method for data analysis using SEM Warp PLS 7.0 application with a sample of 103 people. The results of the study stated that advertising attitude had no effect on brands attitude, brand awareness had a significant positive effect on brands attitude. Brands attitude have an effect on interest in using online investment applications. Advertising attitudes have an effect on interest in using online investment applications. Brand awareness have an effect on interest in using online investment applications. Brands attitude cannot mediate the effect of advertising attitude on interest in using online investment applications. Brands attitude mediate the effect of brand awareness on interest in using online investment applications. Conclusion in this study stated that variable of advertising attitude, brand awareness, brands attitude had direct effect to interest in using online investment applications. In addition, brands attitude had indirect effect through brand awareness to interest in using online investment applications.
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Lopez-Lomelí, Miguel Ángel, Joan Llonch-Andreu, and Josep Rialp-Criado. "Local, global and glocal consumer brand relationships." Spanish Journal of Marketing - ESIC 23, no. 3 (December 2, 2019): 775–98. http://dx.doi.org/10.1108/sjme-10-2018-0046.
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Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.
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Zhu, Xiaodong, Chunling Yu, and Saiquan Hu. "Love for One's Country or Oneself: A Brand-choice Framework in Emerging Markets." Social Behavior and Personality: an international journal 44, no. 2 (March 23, 2016): 325–37. http://dx.doi.org/10.2224/sbp.2016.44.2.325.
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We utilized 185 Chinese survey responses to evaluate the effects of national brand consciousness (NBC) and self–brand connection (SBC) on Chinese consumer preferences. We used linear models, and our analyses established two key effects. First, NBC was positively related to Chinese consumers' attitudes toward national brands and negatively related to foreign brands. Second, SBC exerted a positive influence on Chinese consumers' attitudes toward both national and foreign brands. Whereas quality judgments moderated their attitude toward national brands, psychological distance between consumer and brand moderated their attitude toward foreign brands. The relationship between brand attitude and purchase intention was also positive. Finally, we have suggested branding strategies for both Chinese and foreign firms operating in the Chinese market.
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Lestari, Cita Sindy, and Rizki Zulfikar. "The Influence Of Attitudes Toward Brands And Attitudes Toward Advertising On Brand Preferences On Advertisements For Dove Shampoo Products (Case Study On Consumers Of Dove Shampoo Products At Minimarket X In Tasikmalaya City)." Journal of Economics, Management, Business and Accounting 2, no. 2 (December 10, 2022): 157–64. http://dx.doi.org/10.34010/jemba.v2i2.8195.
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This study was conducted to determine the respondents' assumptions about attitudes to brands, assumptions about attitudes to advertising and respondents' assumptions about brand preferences, as well as how much attitudes to brands and attitudes to advertising affect brand preferences either simultaneously or partially. The research method in this study used descriptive and verification methods and quantitative approaches, the number of samples used in this study was 100 respondents. The methods used include Multiple Linear Regression Test, Classical Assumption Test, Correlation and Hypothesis Testing and using SPSS v21.1 software tools. The results showed that consumers of dove shampoo products at Mimimarket X in the City of Tasikmalaya already had a fairly good brand attitude, consumers of Dove shampoo products at Mimimarket X in Tasikmalaya City already had a fairly good advertising attitude, consumer products of Dove shampoo at Mimimarket X in the City of Tasikmalaya. Tasikmalaya already has a fairly good brand preference. So that the variables of Attitude on the brand and Attitude on advertising together have a significant influence on brand preference.
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Boronczyk, Felix, and Christoph Breuer. "Brand-related feelings and sponsor attitude formation." International Journal of Sports Marketing and Sponsorship 21, no. 3 (March 31, 2020): 513–26. http://dx.doi.org/10.1108/ijsms-11-2019-0118.
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PurposeThis study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent sponsors.Design/methodology/approachUsing systematically manipulated press releases, 216 sport-interested participants were presented with different sponsorships of a major sport event. Sponsor information was systematically manipulated both within the stimulus text and the accompanying photo, which contained clearly visible sponsor signage. Participants' brand-related feelings and attitudes toward the stimulus brands were assessed through an online questionnaire following the treatment and analyzed using structural equation modeling.FindingsThe results show that sponsor brand-related feelings represent an important step in the creation of brand attitudes. Sponsor brand attitudes are further revealed to be in part determined by event- and co-sponsor-related feelings through several indirect pathways.Practical implicationsThe findings presented in this study suggest that managers who seek to create favorable brand responses need to consider the feelings associated with their brands, the event and concurrent sponsors. Brands may experience both beneficial and detrimental effects, depending on whether the feelings involved are positive or negative.Originality/valueTo date, no research has investigated the relationships between brand-related feelings and brand attitudes in event sponsorship while accounting for the influence of the sponsored event and concurrent sponsors. Therefore, this study contributes to a better understanding of the role of feelings in sponsor brand attitude formation.
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Lee, Youngdeok, and Kittichai Watchravesringkan. "How to Promote Eco-Apparel? Effects of Eco-Labels and Message Framing." International Journal of Marketing Studies 14, no. 2 (August 30, 2022): 69. http://dx.doi.org/10.5539/ijms.v14n2p69.
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The study investigates the potential effects of eco-labels and advertisement message framings for promoting consumer attitude on eco-apparel consumption. Furthermore, this paper examines how consumers’ attitudes towards the brand and advertisement affect consumers’ evaluation of brand equity in sustainable brands. Using non-probability sampling with college students and Amazon Mturkers, the authors developed the proposed hypotheses with 2 (Eco-label: Absence vs. Presence) x 2 (Framed Messages: Positive vs. Negative) between-subject design on consumers’ attitudes toward the brand, advertisement, and evaluation of brand equity. To test hypotheses, multivariate analysis of variance (MANOVA) and a series of simple regressions were performed. Results revealed that the eco-label did not significantly increase consumers’ attitude toward the eco-apparel brand, leading to no interaction effect between eco-label and message framing on consumer attitude. However, message framing was effectively applied as positive messages were significantly associated with consumers’ attitudes toward the brand, the advertisement, and consumers’ evaluation of brand equity in the context of eco-apparel brands. This study simultaneously examines the eco-label and message framings on consumers’ attitudes toward the advertisements, consumers’ attitudes toward the brand, and their evaluations of brand equity in the eco-apparel context.
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Alpert, Frank H., Michael A. Kamins, and John L. Graham. "An Examination of Reseller Buyer Attitudes toward Order of Brand Entry." Journal of Marketing 56, no. 3 (July 1992): 25–37. http://dx.doi.org/10.1177/002224299205600302.
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A national survey of 145 reseller buyers was used to study how brand entry order into new categories affects reseller buyers’ attitudes toward new items. The literature on pioneer brand advantage is extended by finding empirical support for an advantage to pioneer brands with resellers. Also, an important distinction is found between the first me-too follower brand and second or later me-too follower brands. Specifically, reseller buyers have a very favorable attitude toward pioneer brands, a less favorable but still positive attitude toward first me-too follower brands, and an unfavorable attitude toward second or later me-too follower brands. An adaptation of the multiattribute attitude model (that of “importance-likelihood”) served as the psychological basis in an effort to explain how and why these attitudinal differences occurred. A causal model framework then was applied to the data to investigate the significant interrelationships between brand order of entry and reseller buyer beliefs, attitudes, and behavior. The theoretical and managerial implications of entry order effects are discussed.
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Pikturnienė, Indrė, and Aistė Mackelaitė. "Attitude Formation Towards Local and International Ecological Face and Body Care Brands Among Lithuanian Female Consumers." Organizations and Markets in Emerging Economies 4, no. 1 (May 31, 2013): 23–42. http://dx.doi.org/10.15388/omee.2013.4.1.14257.
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Current environmental trends in production and marketing resulted in a close-loop situation, when on the one hand consumers demand environmentally friendly and ecological products and are ready to pay price premiums for them, on the other hand, marketers explore usage of environmentally friendly brands and labels as a competitive advantage. Both local and international brands compete in the market of ecological products. However, consumer propensity to purchase ecological brands differs, as this variable can be a function of a number of factors. The paper analyses the impact of consumer values, perceived environmental knowledge and pro-environmental concern on consumer attitudes towards ecological brands (local or international), and the influence of consumer attitude elements on intention to purchase local vs. foreign ecological brands in the industry of face and body care. Lithuanian women were polled to determine the relationship of these variables. The results indicate that the attitude towards an ecological product is related to the value of a sense of belonging and pro-environmental concern; intention to purchase a local brand is predicted by the attitude towards the local brand only, whereas intention to purchase an international brand is predicted by the attitude towards an international and ecological brand, and negatively correlates with the attitude towards a local brand.
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Vashisht, Devika. "How gamers process in-game brand placements under different game-involvement conditions." Management Research Review 40, no. 4 (April 18, 2017): 471–90. http://dx.doi.org/10.1108/mrr-07-2015-0163.
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Purpose The purpose of this study is to enhance the knowledge about advertising effects of brand placements in games on players’ brand recall and attitude. More specifically, this study examines the varying effects of brand prominence on gamers’ brand recall and brand attitude under varied game-involvement and need for cognition (NFC) conditions from attention and elaboration perspectives in the context of in-game advertising (IGA). Design/methodology/approach A 2 (brand prominence: prominent or subtle) × 2 (game-involvement: high or low) × 2 (NFC: high or low) between-subject measures design was used. Moreover, 240 student gamers participated in the study. A between-subjects measure multivariate analysis of variance was used to test the hypotheses. Findings The results revealed that for a game with prominent brand placement, low game-involvement resulted in greater brand recall than high game-involvement condition. Furthermore, for a game with prominent brand placement, high game-involvement condition resulted in more favorable brand attitude than low game-involvement condition. For a game with subtle brand placement, no differences in brand recall rates as well as brand attitudes were found between the high and the low game-involvement conditions. Likewise, for a game with prominent brand placement under low game-involvement condition, high NFC players reported higher brand recall rates and less favorable brand attitudes than the low NFC players. On the other hand, for a game with subtle brand placement under high-game-involvement condition, no differences in brand recall rates as well as brand attitudes were found between the high and the low NFC players. Research limitations/implications The process of experimentation used in this study to collect responses was susceptible to some limitations. However, this research adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of IGA. This study enlightens the role of brand prominence and its boundary conditions to create customers’ brand memory and brand attitude. Likewise, this investigation adds to the marketing knowledge on how to embed and position the brands effectively in digital games taking into account the specific physiognomies of each game and individual traits of gamers. Practical implications This study provides a clear understanding of how marketers can design and develop effective games with a purpose to increase and improve customers’ awareness and attitudes toward the advertised brands by embedding brands in games. The experimental findings suggest the advertising practitioners and game designers to think for a right mix of game-specific factors, that is brand prominence, and individual and situational factors, that is game-involvement and NFC, while creating games to have a stoutest positive advergaming effect on players’ brand recall and brand attitude. Originality/value This study adds to the literature of non-traditional advertising media, specifically to the context of IGA, by investigating the impact of brand prominence, game-involvement and gamers’ NFC on their brand recall and attitude. From the attention and elaboration perspectives, this study is the first attempt to understand how brand prominence and its boundary conditions, that is game-involvement and NFC, impact players’ brand recall and brand attitude.
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Elanchelian, Pavitra A/P. "Brand Attitude, Brand Experience, Brand Love and Word of Mouth: Evidence from China and Malaysia's IKEA." International Journal of Tourism & Hospitality in Asia Pasific 5, no. 3 (October 20, 2022): 76–91. http://dx.doi.org/10.32535/ijthap.v5i3.1890.
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IKEA is a fast-growing multinational home furnishings company started in 1943 in Sweden. Using a comparative analysis of the IKEA brand in Malaysia and China, this research intends to analyze the relationship between brand attitude, brand experience, brand love, and word of mouth. The data collected from China (N=100) and Malaysia (N=100) revealed that brand attitude, brand experience, and brand love impact word of mouth. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand attitude, brand experience, and brand love in retail brands in China and Malaysia. It also intends to understand better how to build and nurture effective brand attitude, brand experience, and brand love to elicit intense and passionate feelings towards retail brands. Keywords: Brand Attitude, Brand Experience, Brand Love, China, IKEA, Malaysia, Word of Mouth
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Xu, Qingru, Hanyoung Kim, and Andrew C. Billings. "Let’s Watch Live Streaming: How Streamer Credibility Influences Brand Attitude in Esports Streamer Marketing." Communication & Sport 10, no. 2 (January 26, 2022): 271–90. http://dx.doi.org/10.1177/21674795211067819.
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This study explores if and how perceived Esports streamer credibility influences the audience’s attitude toward the brand endorsed by the streamer. Results from a survey conducted with US adults ( N = 277) show the significant and positive relationship between streamer credibility and brand attitude while identifying parasocial relationships and streamer loyalty as two factors mediating the impact of streamer credibility on brand attitude. Structural equation modeling analysis is used to reveal how perceived expertise and trustworthiness of an Esports streamer affect viewer attitudes toward the promoted brands, with theoretical and practical implications outlined.
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Yoh, Eunah. "Model analysis of slogan attitude, brand attitude, and brand recall of retail brands." Research Journal of the Costume Culture 21, no. 3 (June 30, 2013): 338–47. http://dx.doi.org/10.7741/rjcc.2013.21.3.338.
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Eunah Yoh. "Model analysis of slogan attitude, brand attitude, and brand recall of retail brands." Research Journal of the Costume Culture 21, no. 3 (June 2013): 338–47. http://dx.doi.org/10.29049/rjcc.2013.21.3.338.
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Fan, Qingji. "Relationship among China’s country image, corporate image and brand image." Journal of Contemporary Marketing Science 2, no. 1 (April 8, 2019): 34–49. http://dx.doi.org/10.1108/jcmars-01-2019-0006.
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Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.
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Gahlot Sarkar, Juhi, Abhigyan Sarkar, and Rambalak Yadav. "Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals." Young Consumers 20, no. 3 (August 8, 2019): 190–207. http://dx.doi.org/10.1108/yc-08-2018-0840.
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Purpose This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers. Design/methodology/approach On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated. Findings The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories. Originality/value The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.
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Yoga, I. Made Sindhu, and Nyoman Wirajaya Patra. "The War of Global Brands: The Innovator VS The Challenger." Jurnal Ilmiah Manajemen dan Bisnis 2, no. 2 (May 5, 2020): 68. http://dx.doi.org/10.38043/jimb.v2i2.2320.
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The purpose of this study is to explain the influence of brands and countries of origin of consumer attitudes in choosing cell phone products (iPhone and Xiaomi as a representative of two different countries). Hence, this research tries to propose and compares two different models of the brand in the correlation with the brand equity model. The data was collected from Millennial generation respondents, SES A and B who are have spending power, intention to buy and no consideration related to the price but the value of the product itself. The analysis technique used Partial Least Square (PLS). The results showed that the importance of the brand, brand performance, brand image has a positive effect on attitude. The importance of the brand, brand performance, and brand image simultaneously have a positive effect on attitude. Country of origin has a positive effect on purchase intentions. Price and attitude have a positive effect on purchase intention. Country of origin, price and attitude simultaneously have a positive effect on purchase intentions
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Putri, Riyana, and Ratna Roostika. "The role of celebrity endorser toward brand attitude and purchase intention." International Journal of Research in Business and Social Science (2147- 4478) 10, no. 8 (January 1, 2022): 68–75. http://dx.doi.org/10.20525/ijrbs.v10i8.1489.
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The purpose of this study was to examine the effect of the source credibility of celebrity endorsers such as trustworthiness, expertise, and attractiveness) on brand attitudes and purchase intentions for endorsed brands. The type of sampling used is purposive sampling with a total of 300 respondents. The analytical method used is the Structural Equation Modeling (SEM) method using Smart PLS (Partial Least Square) software. This study finds that the trustworthiness, expertise, and attractiveness of a celebrity endorser have a positive and significant effect on brand attitude and purchase intention. This shows that the better the trustworthiness, expertise, and attractiveness of a celebrity endorser, the better the consumer's positive attitude towards the brand (brand credibility). Furthermore, the better the consumer's positive attitude towards the brand (brand credibility), the higher the purchase intention that arises from a consumer.
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Bauer, Brittney C., Clark D. Johnson, and Nitish Singh. "Place–brand stereotypes: does stereotype-consistent messaging matter?" Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 754–67. http://dx.doi.org/10.1108/jpbm-10-2017-1626.
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Purpose The purpose of this paper is to address an overarching question: Does matching consumer place–brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement? Design/methodology/approach This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place–brand warmth versus competence stereotypes and the use of symbolic versus utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands. Findings The paper reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands but not for new domestic or global brands. Furthermore, in a post-hoc analysis, this congruence is found to improve attitude towards the brand, purchase intentions and brand response, through the mediating effect of attitude towards the ad. Originality/value Place–brand stereotypes impact consumer attitudes and opinions regarding brands from different countries. This paper applies two universal social judgment dimensions from social psychology—warmth and competence—to the novel context of advertising messaging to examine previously unexplored facets of the place–brand image.
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Vashisht, Devika, HFO Surindar Mohan, and Abhishek Chauhan. "In-game advertising: the role of newness congruence and interactivity." Spanish Journal of Marketing - ESIC 24, no. 2 (April 19, 2020): 213–30. http://dx.doi.org/10.1108/sjme-02-2019-0012.
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Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses. Findings Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude. Practical implications Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration. Originality/value From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.
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Zhang, Yiling, Ying Zhou, Yangyang Liu, and Zengrui Xiao. "Research on the Influencing Mechanism of the Effect of Brands’ Sustainable Behaviors on Consumer Attitudes: An Empirical Study on Clothing Brands." Sustainability 15, no. 3 (January 27, 2023): 2351. http://dx.doi.org/10.3390/su15032351.
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Brands often link themselves with sustainable behavior in brand content marketing to obtain more consumer recognition. However, in fact, in the communication between brands and consumers, consumers cannot effectively respond to any sustainable behaviors of clothing brands other than the sustainable behavior of materials. This results in failure to stimulate the expression of deep culture, which then affects the long-term development of clothing brands. This study integrates material space benefit and spiritual space empathy as the intermediary role, aiming to explore the impact of brand sustainable behaviors on consumer brand attitude from the perspective of consumers. The data come from interviews with 12 experts, and 314 useable responses were collected (34.08% male and 65.92% female). Through in-depth interview, coding, and category analysis, we obtain dimensions of brand sustainable behaviors and a hypothetical model of relationship between brand behavior and consumer attitudes. We then use Amos software to quantify and demonstrate the mechanism of action between variables in the model. Research results show that: (1) Brand sustainable behaviors that have significant impact on brand attitude can be divided into three dimensions, which are product long-life design, cultural inheritance and reconstruction, and fashion digital empowerment. (2) Product long-life design has a significant direct effect on material space benefit; cultural inheritance and reconstruction significantly affect spiritual space empathy; fashion digital empowerment significantly affects material space benefit and spiritual space empathy. (3) Material space benefit and spiritual space empathy play a mediating role in the impact of brand sustainable behaviors on consumer attitudes, and the effect of spiritual space empathy on consumer brand attitudes has a high validity. The findings offer suggestions for sustainable strategies and content marketing of clothing brands, promotes effective communication between brands and consumers at the sustainable level, and help brands practice sustainability in normalization.
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SIMAMORA, Elisabeth Rotua, Farida INDRIANI, and Budi SETIAWAN. "Green Brand Perceived Value: A Driver for Attitude toward Green Brand Extension." Journal of Environmental Management and Tourism 12, no. 7 (December 1, 2021): 1906. http://dx.doi.org/10.14505/jemt.12.7(55).16.
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The purpose of this study is to develop a conceptual model that describes the process of how self-brand congruity affects attitudes toward green brand Extention. The integrated model focuses on the green brand perceived value that encourages attitude toward green brand Extention. Green brand perceived value furthermore applied to explain how green purchase intention and green trust influence attitudes toward green brand Extention. Green brand perceived value and green purchase intention have not significantly increase attitude toward green brand extension. Green brand perceived value through green brand trust directly affects and positively impacts attitude toward green brand extension.
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Chong Lim, Boon, and Cindy M.Y. Chung. "Word-of-mouth." Asia Pacific Journal of Marketing and Logistics 26, no. 1 (January 7, 2014): 39–53. http://dx.doi.org/10.1108/apjml-02-2013-0027.
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Purpose – This research was designed to expand the understanding of how brand familiarity may affect the motivation to process word-of-mouth (WOM) information in brand evaluation. The pre-WOM brand attitude certainty is expected to explain the moderation effect. The paper aims to discuss these issues. Design/methodology/approach – Two experiments were conducted. The study participants were undergraduate students from a major university in Singapore. The main statistical analysis was done using a two-way analysis of covariance. Findings – The results of Experiments 1 and 2 support the prediction that consumers are more likely to use the perceived expertise of the WOM sender to evaluate an unfamiliar brand vs a familiar brand. Experiment 2 also provides some preliminary evidence that this interaction effect may be due to the difference in certainty of the study respondents in regards to the pre-WOM evaluation of unfamiliar and familiar brand. Research limitations/implications – This manipulation method of presenting WOM in a printed format may understate the impact of WOM. A more vivid manipulation of WOM that allows for a feedback loop may be considered for future research. Practical implications – The results highlight the importance of considering the strength dimensions of brand attitudes (e.g. attitude certainty) in the marketplace. For marketers of unfamiliar brands, source factors (e.g. expertise of WOM sender) are important to consider for effective use of WOM to market their products. For familiar brands, source factors are less relevant. Originality/value – This paper highlights the importance of considering attitude certainty and the subsequent malleability of attitude toward new information about the brand in the marketplace. Hence, marketers and researchers who are interested in changing brand attitude should take meta-attitude factors into consideration.
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Mad-A-Dam, Labuda, and Syamsyul Anuar Ismail. "THE INFLUENCE OF PARTY BRAND EQUITY ON ATTITUDE OF THE YOUNG GENERATION." International Journal of Politics, Public Policy and Social Works 4, no. 12 (June 7, 2022): 01–07. http://dx.doi.org/10.35631/ijppsw.412001.
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Party brand equity is an essential strategy of political brand. Party brand equity relates the attitude to support or deciding to vote in a political party of the young generation. The methodology of the study is cross-sectional using survey questionnaire. Also, the objectives of the study are (1) purpose to examine the strategy to enhance the importance of voting in the young generation, and (2) to investigate the strategy of political party by influence of party brand equity and other party brands; there are party brand image, awareness, quality, loyalty and leadership on attitude of the young generation in the age 15 to 29 years. The study was analyzed the attitude by using party brand attitude. The findings of this study shown that, party brand equity and other party brands have a significant influence on attitude of the young generation.
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Wu, Jintao, Na Wen, Wenyu Dou, and Junsong Chen. "Exploring the effectiveness of consumer creativity in online marketing communications." European Journal of Marketing 49, no. 1/2 (February 9, 2015): 262–76. http://dx.doi.org/10.1108/ejm-03-2013-0148.
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Purpose – This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand attitudes by affecting their attitudes toward the creative activity itself. Furthermore, consumer creativity moderates the effect of consumers’ perceived level of fit on their acceptance of brand extensions, such that creative consumers will show a higher level of acceptance of distant brand extensions. Design/methodology/approach – The authors test their hypotheses in three laboratory experiments. Study 1 examines the effect of consumer creativity on brand evaluations. Study 2 explores the moderating effect of consumer creativity on perceived level of fit on acceptance of brand extensions. Study 3 replicates the authors findings in Studies 1 and 2 using a better representative sample and a different type of creative task. Findings – Study 1 finds that consumer creativity results in a positive attitude toward brand; this effect is mediated by attitude toward the creative activity. Study 2 shows that creativity leads to a greater level of brand acceptance when the brand extension has a low fit with the focal brand. Study 3 further provides evidence of proposed effects using a different type of creative task with a more representative sample. Research limitations/implications – In the experiments, this study examined three types of online creative marketing communication activities. Future research could examine other types of consumer creative activities so as to enhance the generalizability of the findings. Practical implications – Our results provide important implications for firms that intend to exploit the promises of online creativity-themed marketing communications. First, because consumers’ attitudes toward the focal brand hinge on their attitudes toward the creative activity, it is important that firms design their creativity-themed activities carefully, so that they are attractive to the users. Second, firms can exploit the creativity edge by launching new brand extensions that target creative consumers. This effect is even more pronounced when the brand extension exhibits a low fit with the focal brand. These guidelines suggest that firms’ investments in online creativity-themed marketing communications can pay off in terms of improved consumers’ attitudes toward the firms’ brands and brand extensions. Originality/value – This research makes several theoretical contributions. First, the authors explore the important role of creativity in the context of brand attitudes and brand extensions. This study adds to extant consumer creativity literature by documenting the consequences of consumer creativity in terms of positive outcomes for firms. Second, by examining the mediating effect of attitude toward the creativity task, the authors broaden the scope of attitude-toward-the-site and attitude-toward-the-sponsorship-event research to the online marketing communications setting. Third, by showing that consumer creativity can facilitate the acceptance of distant brand extensions, this study also enriches extant brand extension literature.
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Vahdati, Yasamin, and Kevin E. Voss. "Brand identification, cause-brand alliances and perceived cause controversy." Journal of Product & Brand Management 28, no. 7 (November 18, 2019): 880–92. http://dx.doi.org/10.1108/jpbm-01-2018-1729.
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Purpose The purpose of this study is to examine the extent to which a cause-brand alliance (CBA) leads to improved attitude toward cause-brand alliance, which in turn leads to improved brand identification. Design/methodology/approach The approach uses a 2 × 2 × 2 between-subjects experimental design to examine the interaction effect of the brand ally, the non-profit ally, and the perception of cause controversy on a customer’s attitude toward the CBA, which in turn affects identification with the brand ally. Findings On average, customers’ perception of cause controversy influences attitude toward the CBA and subsequently the level of identification with the brand ally. When a non-profit organization is connected to a controversial issue, managerial options for building a successful CBA are more limited than when the non-profit is noncontroversial. Research limitations/implications We contribute to consumer learning theory in the context of CBA research by identifying an important boundary condition – perceived cause controversy. Perceived cause controversy impedes the customer’s learning about partners in CBA. Moreover, fit and cue consistency are separate constructs. Practical implications CBAs help build customer brand identification. Brand managers must include the customer’s perceived cause controversy, the ally’s unique information, and the customer’s attitude toward the nonprofit in the decision calculus. Brands have an opportunity to demonstrate corporate social responsibility and build identification by helping a less well-established nonprofit to build positive customer attitudes. If the non-profit is linked to controversy, this opportunity is constrained. Originality/value A boundary condition-perceived cause controversy influences how the partners in a CBA differentially influence the customer’s attitude toward the CBA and, ultimately, brand identification.
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Pagla, Maria, and Ross Brennan. "The development of brand attitudes among young consumers." Marketing Intelligence & Planning 32, no. 6 (August 26, 2014): 687–705. http://dx.doi.org/10.1108/mip-08-2012-0077.
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Purpose – The purpose of this paper is to examine factors affecting the development of brand attitudes and brand behavior among children aged seven to 12. Design/methodology/approach – The study involved a literature review investigating the theoretical models underlying studies of brand attitude development among children and empirical studies of brand attitude development, and an empirical study using a questionnaire administered to a sample of 221 Cypriot children. Findings – Cypriot children are found to have high awareness of internationally famous brands. The principal influences on children's brand attitudes are older siblings, parents, and close friends. Brand attitudes are the principal influence on brand behavior (brand requesting and brand buying). Age is found to be an important factor affecting brand buying decisions, with older children more likely than younger children to buy brands. Research limitations/implications – Generalization of the results beyond the population from which the sample was drawn should be undertaken with caution. Further research in geographically and culturally close regions would extend this research. Practical implications – Cognitive development is very rapid in this age group, and marketers should segment for age. Younger children are more influenced by intra-family socialization factors, older children more by extra-family socialization factors. Originality/value – The study investigated the relatively under-explored pre-teen age group, and examined children across a sufficiently wide age range to encompass different stages in models of child cognitive development. The research context (a Mediterranean country) is also original.
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CHANDRA, JONATHAN WILSON, and KENI KENI. "BRAND EXPERIENCE UNTUK MEMPREDIKSI BRAND ATTITUDE PADA KONSUMEN SPORTING BRAND." Jurnal Bisnis dan Akuntansi 23, no. 1 (February 16, 2021): 93–110. http://dx.doi.org/10.34208/jba.v23i1.902.
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The purpose of this research is to examine whether 1a) sensory brand experience, 1b) affective brand experience, and 1c) behavioral brand experience can predict behavioral brand attitude. 2a) sensory brand experience, 2b) affective brand experience, and 2c) behavioral brand experience can predict cognitive brand attitude. 3a) sensory brand experience, 3b) affective brand experience, and 3c) behavioral brand experience can predict affective brand attitude. Sample was selected using convenience sampling method and data were collected using online questionnaire. In total 260 participants responded the survey. The result of this study indicate that sensory brand experience can’t predict positively behavioral brand attitude. Affective brand experience can predict positively behavioral brand attitude. Behavioral brand experience can predict positively behavioral brand attitude. Sensory brand experience can predict positively cognitive brand attitude. Affective brand experience can predict positively cognitive brand attitude. Behavioral brand experience can predict positively cognitive brand attitude. Sensory brand experience can’t predict positively affective brand attitude. Affective brand experience can predict positively affective brand attitude. Behavioral brand experience can predict positively affective brand attitude.
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Muhammad, Nigar, Shabeeb Ahmad Gill, and Majid Murad. "Extension to Brand Category, An Exploratory Investigation on Brand Extension Attitude." INTERNATIONAL JOURNAL OF MANAGEMENT SCIENCE AND BUSINESS ADMINISTRATION 3, no. 1 (2014): 17–30. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.31.1002.
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The purpose of this research study is to identify the impact of the brand category on brand extension attitude. The concept of brand extension is used for the marketing of any brand which is associated with the firm. Most of the large industries are using well-known names to launch a new product range to earn more profile for the organization as well as to make new position rather than other brands. This study especially identified that those brand who want to extend the product range of brands. Data was collected from a convenience sample of different brand buyers in the Faisalabad via surveys. The final sample consisted of 200 responses. Correlation, Linear regressions and ANOVA were used to test the hypotheses Results revealed that initial parent brand image has a positive relationship toward the brand extension attitude. Parent brand quality has a positive effect on brand extension attitude. Brand extension information toward the brand extension attitude is significantly impacted. The results provide some suggestion to marketers who want to expand their parent brand or launch fashion extension products.
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Sinatra, Michelle, and Christian Anggrianto. "Peran Digital Retouching Pada Iklan Dalam Peningkatan Brand Image dan Brand Attitude Suatu Brand." Jurnal VICIDI 9, no. 2 (December 31, 2019): 23–32. http://dx.doi.org/10.37715/vicidi.v9i2.1329.
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This study aims to determine the role of digital retouching in advertising in improving the brand image and brand attitude of a brand. To find out, research will be conducted based on primary data in the form of interviews with expert users and extreme users. Secondary data retrieval is also held by collecting data from various books, journals and websites that contain advertising theory, the influence of brand image and brand attitude on brands, consumer behavior, marketing communication through visual design and psychology of advertising. The results of the study concluded that digital retouching can increase the brand image and brand attitude of a brand.
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Yilmazel, Sefa Emre, and Leyla Özer. "Brand portfolio strategies effects on consumers' attitude." Marketing Intelligence & Planning 40, no. 1 (December 6, 2021): 138–52. http://dx.doi.org/10.1108/mip-06-2021-0204.
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PurposeThe aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies).Design/methodology/approachThe study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling.FindingsAccording to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships.Research limitations/implicationsOne of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results.Practical implicationsManagers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit.Originality/valueIt will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.
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Huang, Yi-Chun, Minli Yang, and Yu-Chun Wang. "Effects of green brand on green purchase intention." Marketing Intelligence & Planning 32, no. 3 (April 29, 2014): 250–68. http://dx.doi.org/10.1108/mip-10-2012-0105.
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Purpose – The purpose of this paper is to build a comprehensive model and examine the relationship among green brand positioning (GBP), green brand knowledge (GBK), attitude toward green brand (AGB), and green purchase intention (GPI). Design/methodology/approach – A questionnaire survey was deployed to collect data from the members of Taiwan's Lifestyles of Health and Sustainability (LOHAS) Club, obtaining 425 valid samples which were analyzed with structural equation modeling. Findings – GBP and GBK influence green brand attitudes separately. GBK affects green brand attitudes. Meanwhile, green brand attitudes influence GPIs. Another finding indicates that the mediating effects exist. Research limitations/implications – By applying the environmental knowledge-attitude-intention paradigm to green brand research, it was empirically supported the existence of a GBK-attitude-intention hierarchy in the context of GPIs. Practical implications – GBP can be used as brand marketing strategy to improve consumers’ GBK and form positive green brand attitudes as well as enhance GPIs. Originality/value – Proposing two novel concepts, i.e. GBK and green brand attitude to develop and test the framework of this study.
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Esmaeilpour, Fariba. "The role of functional and symbolic brand associations on brand loyalty." Journal of Fashion Marketing and Management 19, no. 4 (September 14, 2015): 467–84. http://dx.doi.org/10.1108/jfmm-02-2015-0011.
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Purpose – The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands. Design/methodology/approach – A structural equation modeling method is employed in this research based on data collected from 450 individuals born between 1977 and 1994 in Iran. Watches and sunglasses are two luxury product categories chosen in this study. Findings – The findings of the study reveal that perceived quality is the better predictor of brand attitude and brand loyalty. Personality congruence (mediated by perceived brand quality), brand prestige (mediated by perceived brand quality and brand attitude) and brand tribalism (mediated by brand attitude) have an indirect positive effect on brand loyalty. Research limitations/implications – Due to the historical delay in the entrance and publicity of modern information and communication technologies in Iran compared with the western societies, the studied generation in this paper might not be completely conformed to the mentioned characteristics of Generation Y in terms of using media. Originality/value – This study combines consumer-based and community approaches of creation and management of brand to examine loyalty towards luxury fashion brands in Generation Y’s consumers as an attractive segment for luxury brands.
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Su, Bo-Chiuan, Li-Wei Wu, and Ji-Ping Wu. "Exploring the Characteristics of YouTubers and Their Influence on Viewers’ Purchase Intention: A Viewers’ Pseudo-Social Interaction Perspective." Sustainability 15, no. 1 (December 28, 2022): 550. http://dx.doi.org/10.3390/su15010550.
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As the video content online becomes more and more diverse and rich, YouTube has become the most commonly used video platform by the public. When choosing a product brand, viewers give priority to products recommended by their favorite YouTubers. To our best knowledge, no studies in the research literature have explored the relationships between the degree of YouTubers’ self-disclosure, similarity of viewers and YouTubers, YouTubers’ attractiveness, and viewers’ pseudo-social interaction with YouTubers and how these affect viewers’ stickiness to YouTubers, viewers’ brand attitudes toward products, and viewers’ perceptions and purchase intentions of YouTuber-recommended brands and products. Viewers’ stickiness to YouTubers, viewers’ brand attitudes toward products, and viewers’ pseudo-social interactions with YouTubers are mediating variables. A total of 435 valid questionnaires were collected. The results show that the degree of YouTubers’ self-disclosure, similarity of viewers and YouTubers, and YouTubers’ attractiveness have a significantly positive impact on viewers’ pseudo-social interaction, and viewers’ pseudo-social interaction will also have a significantly positive impact on viewers’ brand attitude and stickiness to YouTubers. Moreover, viewers’ brand attitude has a significantly positive impact on viewers’ purchase intention. The results also show that the degree of self-disclosure, similarity, and attractiveness indirectly affect brand attitudes through pseudo-social interaction as an intermediary, and the pseudo-social interaction has an indirect effect on purchase intention through brand attitudes. Finally, based on the findings, this paper focuses on the YouTube market and proposes strategies that YouTubers can improve to increase viewers’ stickiness, brand attitudes, and purchase intentions for brands and products recommended by YouTubers.
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K. Balasubramanian, Siva, Hemant Patwardhan, Deepa Pillai, and Kesha K. Coker. "Modeling attitude constructs in movie product placements." Journal of Product & Brand Management 23, no. 7 (November 11, 2014): 516–31. http://dx.doi.org/10.1108/jpbm-04-2014-0552.
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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.
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Sandhe, Ashutosh Anil. "Consumer Based Brand Equity and Attitude Towards Leading Online Shopping Websites in India." International Journal of Advances in Management and Economics 8, no. 5 (August 30, 2019): 16–27. http://dx.doi.org/10.31270/ijame/v08/i05/2019/3.
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The focus of this research was to measure consumer-based brand equity (CBBE) of India’s top online retailing websites Amazon and Flipkart. However, for the sake of confidentiality and copyright, their names were not revealed anywhere in the paper. This was done with the help of Aaker’s and Keller’s concept of brand equity. A sample of 1000 respondents from across the state of Gujarat, India was taken. Data was collected through a structured questionnaire. CBBE was measured by calculating mean scores of overall brand equity and its factors. The factors were brand loyalty, perceived quality, brand awareness, brand association, attitude and purchasing intention. The correlation coefficient between factors and brand equity was considered as weight. The research revealed through the data which retail site had a higher brand equity. One interesting fact that was identified was how keenly both the brands are trying to woo their customers. The results showed very similar trends. A positive relation was found between brand equity and its factors. Based on this relationship the research concluded with a regression model where brand equity was the dependent variable and factors were independent variables. It was observed that the factor ‘brand loyalty’ had the lowest mean value suggesting that with competition and wider choice to consumer, brand loyalty tends to be lower. Favorable attitude was observed for both brands with highest mean values among all factors. Keywords: Brand Loyalty, CBBE, Perceived Quality, Brand Awareness, Brand Association, Attitude, Purchasing Intention.
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Bhaduri, Gargi. "Influence of consumers’ brand expectations on apparel brands’ US-based sourcing strategy." Journal of Consumer Marketing 34, no. 1 (January 9, 2017): 74–83. http://dx.doi.org/10.1108/jcm-11-2015-1620.
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Purpose This study aims to understand how consumers evaluate Made in USA messages that are congruent/incongruent to consumers’ prior expectations about the brand’s US-based sourcing initiatives. Design/methodology/approach Two separate studies were conducted. Online experiment was designed implementing both message and treatment variance to increase internal and external validity of the study. Data collected from two distinct samples were analyzed using MANOVA and ANOVA. Findings Findings from Study 1 indicated that consumers’ perceived message credibility, attitude toward message and attitude toward brand were highest for congruent messages, followed by when incongruity was resolved and lowest when incongruity was not resolved. Further, consumers’ brand attitudes before and after message exposure were different, with change being most positive for incongruity resolution, followed by congruity, whereas negative for incongruity non-resolution. Findings from Study 2 indicated that consumers’ general attitude toward brands’ US-based sourcing strategies influenced their brand attitude, as well as moderated the relation between schema congruity/incongruity resolution/incongruity non-resolution and brand attitude. Originality/value The findings are helpful for brand managers and sourcing personnel to better invest their resources in US-based sourcing strategies. In addition, the findings of the study contribute and extend theory by identifying a boundary condition.
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Koo, Jakeun. "Antecedents of the attitude toward the athlete celebrities' human brand extensions." International Journal of Sports Marketing and Sponsorship 23, no. 2 (November 10, 2021): 241–58. http://dx.doi.org/10.1108/ijsms-12-2020-0241.
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PurposeThe present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.Design/methodology/approachIn total, 198 participants answered online survey questions before and after being informed of athlete brand extensions. Partial least squares structural equation modeling is utilized to test the hypotheses.FindingsThe survey results indicated that athlete–product fit and image transfer positively influenced attitude toward the extension. In addition, attitude toward the athlete brand extensions was significantly influenced by consumers' pre-existing attitude toward the celebrity; however, not by celebrity's expertise.Originality/valueThe research findings imply that some brand extension concepts are applicable to human brands to understand the effectiveness of athlete brand extensions for non-sport products.
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Hsu, Li-Chun. "Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages." Journal of Product & Brand Management 29, no. 1 (July 4, 2019): 31–51. http://dx.doi.org/10.1108/jpbm-07-2018-1930.
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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.
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Esmaeilpour, Fariba, and Mohammad Ali Abdolvand. "The impact of country-of-origin image on brand loyalty: evidence from Iran." Asia Pacific Journal of Marketing and Logistics 28, no. 4 (September 12, 2016): 709–23. http://dx.doi.org/10.1108/apjml-09-2015-0143.
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Purpose The purpose of this paper is to examine the effects of country-of-origin (COO) image on brand attitude and brand loyalty of Generation Y’s consumers toward two categories of luxury fashion brands. Design/methodology/approach First, a structural equation modeling method was employed based on data collected from 419 individuals born between 1977 and 1994 in Iran. In next steps, analysis was conducted using hierarchical regression analysis with a two-way interaction and a slope analysis. Watches and sunglasses are two luxury product categories chosen in this study. Findings The findings of the study reveal that consumers’ perception from COO technology advancement is the determinant of attitude toward luxury brands. COO technology advancement also, mediated by brand attitude, has an indirect positive effect on luxury brand loyalty. Moreover, the interaction between COO technology advancement and product-origin congruency has a significant and positive effect on consumers’ brand attitude. Originality/value This study has tried to investigate the impact of the constructs of the COO image on attitude and loyalty toward luxury brands in Generation Y. It has also dealt with the effect of product-origin congruency on the relationship between each one of the constructs of the COO image and brand attitude.
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Santoso, Singgih. "Pengaruh Variabel Kesesuaian Merk dan Sikap Konsumen pada Sebuah Merk Individu terhadap Sikap Konsumen pada Merk Hasil Aliansi." Jurnal Riset Manajemen dan Bisnis 4, no. 1 (June 1, 2009): 44. http://dx.doi.org/10.21460/jrmb.2009.41.211.
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Brand alliances is a popular phenomenom in today's marketing activities. Although that concept has grown in popularity, there has been a little research model that explains the conffict of these alliances on consumer attitudes toward the alliances itself. This research tested relationship between three alliances variables with consumer attitudes toward brand alliances. With between subject experimental design, and the product alliances is between notebook and processor, the result of the research confirmed that attitude toward individual brand before alliances and brand it influenced consumer attitudes toward brand alliances significantly.Keywords : Brand, marketing, customer, attitude.
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Schivinski, Bruno, Daniela Langaro, and Christina Shaw. "The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events." Event Management 23, no. 6 (December 6, 2019): 835–53. http://dx.doi.org/10.3727/152599518x15403853721268.
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Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. To address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers' attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers' attitudes towards the brand and the event was examined. An online survey (n = 307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (1) the effects of firm-created social media (SM) brand-related content on brand attitude, (2) the influence of user-generated SM brand-related content on both brand and event attitudes, (3) the impact of brand attitude on event attitude, (4) the influence of event attitude on the consumers' intentions to participate; and (5) identifies different arrays revealing how consumers' attitudes towards the brand and the event mediate the relationship between SM communications on consumers' behavioral intentions, while distinguishing the type of SM brand-related content source.
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Monika, Monika, and Kurniawati Kurniawati. "PENGARUH BRAND CREDIBILITY DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH ATTITUDE TOWARDS BRAND." SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business 6, no. 1 (January 1, 2023): 228–42. http://dx.doi.org/10.37481/sjr.v6i1.637.
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This study aims to analyze how the influence of Brand Credibility and Brand Experience on Brand Loyalty, either directly or through mediation through Attitude Towards Brand. Methodology: Design of this research is cross sectional where data is collected from respondents at a certain time, data collection uses side simple random to 232 respondents randomly in Indonesia, data analysis method uses Structural Equation Model (SEM) to test the hypothesis. Findings: The results show that brand credibility has a positive effect on attitude toward brand and brand loyalty, brand experience has a positive effect on brand loyalty. Attitude toward the brand mediates the effect of brand credibility and brand brand loyalty, either partially or fully through mediation. Implications: Thisxstudyxprovides a practicalxframeworkxforxthe marketing department of each android smartphone manufacturer that can explain how a brand credibility and brand experience created by the company can form brand loyalty, which is influenced directly or through mediation from attitude toward brand. consumers to each of these companies. So, the companies that oversee smartphone brands such as Samsung, Xiaomi and Oppo can maintain current policies to achieve a better level of brand loyalty in the future. In the long term, research on these variables will also help the marketing department to periodically check the proposed level of influence and compare it with previous results. If the value of the proposed influence can increase or remain at the same level, then the company can maintain the current policy on these variables. Originality: This research can contribute by proposing brand credibility, attitude toward brand and brand loyalty in a single model or separately. In addition, this study adds to other literature that also influences brand loyalty, namely brand experience because the experience of today's consumers is also an important thing that cannot be ignored
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Patricia, Patricia, and Rodhiah Rodhiah. "Pengaruh Penggunaan Celebrity Endorser Terhadap Brand Attitude The Body Shop Indonesia." Jurnal Manajerial Dan Kewirausahaan 3, no. 1 (March 18, 2021): 107. http://dx.doi.org/10.24912/jmk.v3i1.11293.
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The purpose of this research is to examine the effects of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive on brand attitude and how attitude towards the endorsement mediates the effects of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive on brand attitude. The population of this study is consumers of The Body Shop in Jakarta who acknowledge Jerinx. This research uses a descriptive approach. Sampling was done using a purposive sampling method. In total there were 100 respondents who participated. Data were collected using an online questionnaire, Google Form. The analysis used is structural equation modeling (SEM) with SmartPLS as a tool for analyzing data. The result of this study indicate that celebrity motive has a positive and significant effect towards brand attitude, while attitude towards the celebrity, celebrity—brand fit, and celebrity expertise have positive and not significant effects towards brand attitude. Attitude towards the endorsement is a positive and significant mediator of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive towards brand attitude. Furthermore, this research can be used as new insights for brands on advertising their products using celebrity endorsement, how and what to consider for choosing the right celebrity endorser.Tujuan dari penelitian ini adalah untuk menguji pengaruh attitude towards the celebrity, celebrity—brand fit, celebrity expertise, dan celebrity motive terhadap brand attitude dan attitude towards the endorsement memediasi pengaruh attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive terhadap brand attitude. Populasi penelitian ini adalah konsumen The Body Shop di Jakarta yang mengetahui sosok Jerinx. Penelitian ini menggunakan pendekatan deskriptif. Pengambilan sampel dilakukan dengan menggunakan teknik pendekatan purposive sampling. Secara total terdapat 100 responden yang berpartisipasi. Data dikoleksi menggunakan kuisioner online, Google Form. Analisis yang digunakan adalah structural equation modeling (SEM) dengan menggunakan SmartPLS sebagai alat untuk menganalisis data. Hasil dari penelitian ini menunjukkan bahwa celebrity motive memiliki pengaruh positif dan signifikan terhadap brand attitude, sementara attitude towards the celebrity, celebrity—brand fit, dan celebrity expertise memiliki pengaruh positif dan tidak signifikan terhadap brand attitude. Attitude towards the endorsement merupakan mediator positif dan signifikan dari attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive pada brand attitude. Selanjutnya, penelitian ini dapat digunakan sebagai wawasan bagi perusahaan dalam periklanan dengan menggunakan strategi celebrity endorsement, bagaimana dan apa yang perlu dipertimbangkan dalam memilih celebrity endorser.
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Yu, Chunling, and Lily Dong. "How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China." International Journal of Business and Management 12, no. 11 (October 18, 2017): 111. http://dx.doi.org/10.5539/ijbm.v12n11p111.
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The purpose of this study is to explore the influence of consumers’ perceived brand globalness (PBG) on their brand attitudes in the emerging market that has experienced rapid growth and transition. We also examine the moderating effect of the age difference on the relationship between PBG and brand attitude. Building from prior research in global branding, we develop a framework to illustrate how motivating factors drive consumers’ desire for global brands in the emerging market of China. A scale is developed and tested on a national sample of Chinese consumers using structural equation modeling. The results indicate that perceived globalness of brands affects consumers’ attitude indirectly through three factors, namely, perceived brand quality (PBQ), perceived social prestige (PSP), and perceived association of consumption trend (PACT) associated with owning or consuming a global brand in emerging market. PACT is the strongest pathway, which suggests that Chinese consumers are more interested in keeping up with the world fashion and being modern whereas the influence of quality and social prestige is decreasing. In addition, various effects of these factors are examined in different generations of consumers.
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Hydock, Chris, Zoey Chen, and Kurt Carlson. "Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands." Journal of Marketing 84, no. 6 (April 30, 2020): 95–112. http://dx.doi.org/10.1177/0022242920920295.
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For brands to thrive, they must understand consumer sentiment; if consumers’ likelihood of sharing their opinion is a function of their attitude toward a brand, then brands’ perception of consumer sentiment may be systematically biased. While research in consumer-to-consumer sharing (i.e., word of mouth) suggests that those with extreme attitude are more likely to share than those with neutral attitude (a U-shaped relationship), the relationship between consumers’ attitude toward a brand and their propensity to share with a brand is unknown. In contrast to the U-shaped pattern observed in word of mouth, the authors find a hockey stick–shaped relationship between attitude and sharing with brands (“__/”). Those with positive attitude (vs. neutral attitude) are more likely to share their opinion, but those with negative attitude do not show a similar increase in sharing. The authors show that this pattern emerges because, among consumers with positive (vs. neutral) attitude toward a brand, reciprocity norms drive increased sharing, but among consumers with negative (vs. neutral) attitude, competing mechanisms drive behavior: the desire to vent increases sharing, but at the same time an aversion to criticize others directly deters sharing. The authors test these ideas using a series of studies, including a field study.
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Mohd Suki, Norazah. "Green product purchase intention: impact of green brands, attitude, and knowledge." British Food Journal 118, no. 12 (December 5, 2016): 2893–910. http://dx.doi.org/10.1108/bfj-06-2016-0295.
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Purpose The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention. Design/methodology/approach A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0. Findings Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention. Practical implications Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products. Originality/value The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.
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Mmasi, Augustine, and Hussein Mwaifyusi. "DETERMINANTS OF BRAND PERFORMANCE: EMPIRICAL EVIDENCE FROM TANZANIAN BREWING COMPANIES." Business Education Journal 11, no. 1 (January 24, 2022): 1–16. http://dx.doi.org/10.54156/cbe.bej.11.1.315.
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The importance of brand performance is growing in both academia and practice. However, little attention has been directed toward identifying the determinants of brand performance in brewing companies. Consequently, the current study examines the effects of brand attitude, brand awareness and brand reputation on brand performance as discussed in the literature. Descriptive research design was used in this study. Convenience sampling was used to select 122 customers of Serengeti Breweries Limited (SBL) and Tanzania Breweries Limited (TBL). Data was collected by using structured questionnaire. Multiple regression analysis was performed with the aid of IBM SPSS version. The empirical results showed that brand awareness, brand attitude, and brand reputation are directly associated with brand performance. However, the findings reveals that brand reputation is the strongest predictor of brand performance. The study concludes that brand attitude, brand awareness and brand reputation are the main determinants of brand performance. The study recommends that brewing companies should invest more on brand attitude, brand awareness and brand reputation in order to see their brands are performing well in the market. The findings provide insight to management of the brewing companies with regard to establishing strategy to increase brand performance. Also, this study contributes to the literature by offering a novel conceptualization and empirical validation of the constructs of brand attitude, brand awareness, brand reputation and brand performance
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Absharina, Zahra Bhima, Anita Dwi Yuriani, and Evelyn Hendriana. "The Effectiveness of Fashion Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia." Journal of Business and Management Studies 3, no. 2 (November 3, 2021): 152–61. http://dx.doi.org/10.32996/jbms.2021.3.2.16.
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The widespread acceptance of social media encourages marketers to use social media for brand promotion. Promotions through social media generally target millennials and Z generations who are more technology literate than their predecessors are. One of the social media promotion techniques is influencer marketing. Most research on the effectiveness of social media influencers only emphasizes the characteristics of influencers, while the match between the influencer's image and the brand being promoted and the ideal self-image of followers also shape consumer attitudes and purchase intentions. However, there are not many studies that integrate these characteristics to explain their influence on brand attitudes and purchase intentions. This study aims to analyze the effect of social media influencer characteristics, influencer-brand congruence, and self-influencer congruence on purchase intention through attitudes towards brands in the millennial generation. Data were collected from 250 respondents selected by purposive sampling technique. Data were analyzed using PLS-SEM. Of the three characteristics of personal influencers, only expertise and attractiveness are proven to influence consumer attitudes towards brands. Self-influencer congruence has a positive influence on brand attitudes. Meanwhile, the influence of influencer-brand congruence on consumer attitudes towards the advertised brand is not significant. This study also found that attitude toward a brand has a positive effect on consumer purchase intention.
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Gajda, Dawid. "Polish Young Consumers’ AttitudesTowards Mobile Phone Brands." Journal of Marketing and Consumer Behaviour in Emerging Markets 2/2020, no. 11 (December 8, 2020): 4–15. http://dx.doi.org/10.7172/2449-6634.jmcbem.2020.2.1.
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Consumers’ attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers’ attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil survey (PAPI) on the sample of 250 respondents aged 18–25. The research showed that it is just the name of the brand that can affect consumers’ attitudes. It is a derivative of associations with the brands. The value of the attitude components is differentiated by brands. The affective component appeared to be the most important and the cognitive component – the least important. The findings show that gender and brand of respondents’ mobile phones also differentiate the importance of components of young consumers’ attitudes on the mobile phone market. Limitations and recommendations for further research are presented as well.
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Baghi, Ilaria, and Veronica Gabrielli. "Brand prominence in cause-related marketing: luxury versus non-luxury." Journal of Product & Brand Management 27, no. 6 (September 17, 2018): 716–31. http://dx.doi.org/10.1108/jpbm-07-2017-1512.
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Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two brands that are partner-involved (for-profit and non-profit brands). This study aims to advance a model of moderated mediation that explains how and under what circumstances brand prominence disparity enhances consumers’ attitudes toward CRM co-branded products and increases purchase intention Design/methodology/approach The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of brand prominence disparity is explained by the mediating role of attitude toward a CRM co-branded product. Study 2 demonstrates that this mediation is moderated by the positioning of the for-profit brand partner (luxury vs non-luxury positioning). Findings Results show that brand prominence disparity has a role in defining consumers’ purchase intention toward a CRM co-branded product through mediation of attitude. Moreover, positioning of the for-profit brand partner moderates the cognitive processes activated by the visual brand prominence. In luxury positioning, a loud visual prominence of the for-profit brand significantly improves consumers’ attitudes and intentions to buy the CRM co-branded product. Originality/value The study extends our understanding of how visual brand presence can promote the effectiveness of co-branded CRM initiatives, and it offers practical guidelines for marketers wishing to partner with social causes, while promoting products with luxury or non-luxury features.