East Asian Journal of Business Economics (EAJBE) (동아시아경상학회지)

East Asia Business Economics Association (동아시아경상학회)
권호 표지
DOI QR코드

DOI QR Code

How Brand Awareness Strengthens the Relationship between Product Characteristics and Purchase Intention for Brand Extension Products?

  • Jingmei HUANG (Graduate School of Business Administration, Pusan National University) ;
  • Eunmi KIM (Graduate School of International Studies, Pusan National University)
  • Received : 2023.07.31
  • Accepted : 2023.09.27
  • Published : 2023.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

Keywords

References

  1. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41. https://doi.org/10.1177/002224299005400102
  2. Aggarwal, P., & Vaidyanathan, R. (2003). Use it or lost it: Purchase acceleration effects on time-limited promotions. Journal of Consumer Behavior, 2(4), 393-403. https://doi.org/10.1002/cb.116
  3. Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages: A consumer competition perspective. Journal of Advertising, 40(3), 19-30. https://doi.org/10.2753/JOA0091-3367400302
  4. Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246. https://doi.org/10.1037/0033-2909.107.2.238
  5. Berns, G. S., & Moore, S. E. (2012). A neural predictor of cultural popularity. Journal of Consumer Psychology, 22(1), 154-160. https://doi.org/10.1016/j.jcps.2011.05.001
  6. Bikhchandani, S., Hirshleifer, D., & Welch, I. (1998). Learning from the behavior of others: Conformity, fads, and informational cascades. Journal of Economic Perspectives, 12(3), 151-170. https://doi.org/10.1257/jep.12.3.151
  7. Bozzolo, A. M., & Brock, T. C. (1992). Unavailability effects on message processing: A theoretical analysis an empirical test. Basic and Applied Social Psychology, 13(1), 93-101. https://doi.org/10.1207/s15324834basp1301_8
  8. Buckley, P. G. (1991). An SOR model of the purchase of an item in a store. NA-Advances in Consumer Research, 18(1), 491-500.
  9. Chaniotakis, I. E., Lymperopoulos, C., & Soureli, M. (2010). Consumers' intentions of buying own-label premium food products. Journal of Product & Brand Management, 19(5), 327-334. https://doi.org/10.1108/10610421011068568
  10. Creusen, M. E., & Schoormans, J. P. (2005). The different roles of product appearance in consumer choice. Journal of Product Innovation Management, 22(1), 63-81. https://doi.org/10.1111/j.0737-6782.2005.00103.x
  11. Czellar, S. (2003). Consumer attitude toward brand extensions: An integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115. https://doi.org/10.1016/S0167-8116(02)00124-6
  12. Dodds, W. B., & Grewal, D. (1991). Effect of price, brand and store information on buyer's product evaluation. Journal of Marketing Research, 28(3), 307-319.
  13. Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising. Journal of Advertising, 37(3), 33-40. https://doi.org/10.2753/JOA0091-3367370303
  14. Eisenman, M. (2013). Understanding aesthetic innovation in the context of technological evolution. Academy of Management Review, 38(3), 332-351. https://doi.org/10.5465/amr.2011.0262
  15. Eckman, M, Damhorst, M. L., & Kadolf, S. J. (1990). Towards a model of the in-store purchase decision process: Consumer use of criteria for evaluating women's apparel. Clothing and Textiles Research Journal, 8(2), 13-22. https://doi.org/10.1177/0887302X9000800202
  16. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  17. Forney, J. C., Park, E. J., & Brandon, L. (2005). Effects of evaluative criteria on fashion brand extension. Journal of Fashion Marketing and Management: An International Journal, 9(2), 156-165. https://doi.org/10.1108/13612020510599312
  18. Franke, N. & Schreier, M. (2008). Product uniqueness as a driver of customer utility in mass customization, Marketing Letters, 19(2), 93-107. https://doi.org/10.1007/s11002-007-9029-7
  19. Goedegebure, R. P., van Herpen, E., & van Trijp, H. C. (2020). Using product popularity to stimulate choice for light products in supermarkets: An examination in virtual reality. Food Quality and Preference, 79, 103786.
  20. Goffman, E. (1955). On face-work: An analysis of ritual elements in social interaction. Psychiatry, 18(3), 213-231. https://doi.org/10.1080/00332747.1955.11023008
  21. Goldsmith, R. & Stith, M.T. (1993). The social values of fashion innovators. Journal of Applied Business Research, 9(1), 10-16. https://doi.org/10.19030/jabr.v9i1.6089
  22. Hafstrom, J. L., Chae, J. S., & Chung, Y. S. (1992). Consumer decision-making styles: Comparison between United States and Korean young consumers. Journal of Consumer Affairs, 26(1), 146-158. https://doi.org/10.1111/j.1745-6606.1992.tb00020.x
  23. Ho, C. H., Chiu, K. H., Chen, H., & Papazafeiropoulou, A. (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of Enterprise Information Management, 28(3), 346-462. https://doi.org/10.1108/JEIM-03-2014-0021
  24. Hwang, K. K. (1987). Face and favor: The Chinese power game. American Journal of Sociology, 92(4), 944-974. https://doi.org/10.1086/228588
  25. Jaiyeoba, H. B., Abdullah, M. A., & Dzuljastri, A. R. (2019). Halal certification mark, brand quality, and awareness: Do they influence buying decisions of Nigerian consumers? Journal of Islamic Marketing, 11(6), 1657-1670. https://doi.org/10.1108/JIMA-07-2019-0155
  26. Jeong, H. J., & Kwon, K. N. (2012). The effectiveness of two online persuasion claims: Limited product availability and product popularity. Journal of Promotion Management, 18(1), 83-99. https://doi.org/10.1080/10496491.2012.646221
  27. Kadir, B., & Shamsudin, M. F. (2019). A case study analysis of typhidot: An example of market-oriented R&D commercialization in Malaysia. International Journal of Financial Research, 10(5), 75-81. https://doi.org/10.5430/ijfr.v10n5p75
  28. Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50. https://doi.org/10.1177/002224379202900104
  29. Ku, H. H., Kuo, C. C., & Kuo, T. W. (2012). The effect of scarcity on the purchase intentions of prevention and promotion motivated consumers. Psychology and Marketing, 29(8), 541-548. https://doi.org/10.1002/mar.20541
  30. Lalwani, A. K., & Shavitt, S. (2013), You get what you pay for? Self-Construal influences price-quality judgments. Journal of Consumer Research, 40(2), 255-267. https://doi.org/10.1086/670034
  31. Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology and Marketing, 8(1), 43-57. https://doi.org/10.1002/mar.4220080105
  32. Lynn, M. & Harris, J. (1997). The desire for unique consumer products: A new individual differences scale. Psychology & Marketing, 14(6), 601-616. https://doi.org/10.1002/(SICI)1520-6793(199709)14:6<601::AID-MAR5>3.0.CO;2-B
  33. Lynn, M. & Bogert, P. (1996). The effect of scarcity on anticipated price appreciation. Journal of Applied Social Psychology, 26(22), 1978-1984. https://doi.org/10.1111/j.1559-1816.1996.tb01783.x
  34. Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5-15. https://doi.org/10.1016/S0148-2963(98)00070-8
  35. Mugge, R., & Dahl, D. W. (2013). Seeking the ideal level of design newness: Consumer response to radical and incremental product design. Journal of Product Innovation Management, 30(1), 34-47. https://doi.org/10.1111/jpim.12062
  36. Nelson, M. R., & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515-528. https://doi.org/10.1111/j.1470-6431.2005.00429.x
  37. Nevin, J. R., & Houston, M. J. (1980). Image as a component of attraction to intraurban shopping areas. Journal of Retailing, 56(1), 77-93.
  38. North, E. J., De Vos, R. B., & Kotze, T. (2003). The importance of apparel product attributes for female buyers. Journal of Consumer Sciences, 31(1), 41-51.
  39. Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses. Psychological Bulletin, 128(1), 3-72. https://doi.org/10.1037/0033-2909.128.1.3
  40. Phau, I., & Cheong, E. (2009). How young adult consumers evaluate diffusion brands: Effects of brand loyalty and status consumption. Journal of International Consumer Marketing, 21(2), 109-123. https://doi.org/10.1080/08961530802153185
  41. Phung, M. T., Ly, P. T. M., & Nguyen, T. T. (2019). The effect of authenticity perceptions and brand equity on brand choice intention. Journal of Business Research, 101, 726-736. https://doi.org/10.1016/j.jbusres.2019.01.002
  42. Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15(2), 253-264. https://doi.org/10.1086/209162
  43. Reast, J. D. (2005). Brand trust and brand extension acceptance: The relationship. Journal of Product & Brand Management, 14(1), 4-13. https://doi.org/10.1108/10610420510583707
  44. Rubera, G. (2015). Design innovativeness and product sales' evolution. Marketing Science, 34(1), 98-115. https://doi.org/10.1287/mksc.2014.0875
  45. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior (7th ed.). Upper Saddle River, Prentice-Hall.
  46. Setiadi, E., Adiwijaya, M., & Subagio, H. (2018). The impact of brand awareness and country of origin on purchase intention with mediation of self congruity on Chinese brand automotive products Wuling. Petra International Journal of Business Studies, 1(2), 70-79. https://doi.org/10.9744/ijbs.1.2.70-79
  47. Sewall, M. A. (1978). Market segmentation based on consumer ratings of proposed product designs. Journal of Marketing Research, 15(4), 557-564. https://doi.org/10.1177/002224377801500405
  48. Steinhart, Y., Kamins, M., Mazursky, D., & Noy, A. (2014). Effects of product type and contextual cues on eliciting naive theories of popularity and exclusivity. Journal of Consumer Psychology, 24(4), 472-483. https://doi.org/10.1016/j.jcps.2014.04.004
  49. Surowiecki, J. (2004). The wisdom of crowds: Why the many are smarter than the few and how collective wisdom shapes business, economies, societies and nations. Doubleday & Co.
  50. Truong, Y., Klink, R. R., Fort-Rioche, L., & Athaide, G. A. (2014). Consumer response to product form in technology-based industries. Journal of Product Innovation Management, 31(4), 867-876. https://doi.org/10.1111/jpim.12128
  51. Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344. https://doi.org/10.1108/MIP-04-2013-0056
  52. Valette-Florence, P., Guizani, H., & Merunka, D. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64(1), 24-28. https://doi.org/10.1016/j.jbusres.2009.09.015
  53. Warshaw, P. R., & Davis, F. D. (1985). Disentangling behavioral intention and behavioral expectation. Journal of Experimental Social Psychology, 21(3), 213-228. https://doi.org/10.1016/0022-1031(85)90017-4
  54. Wijaya, A. P., & Annisa, I. T. (2020) The influence of brand image, brand trust and product packaging information on purchasing decisions. Jurnal Analisis Bisnis Ekonomi, 18(1), 24-35. https://doi.org/10.31603/bisnisekonomi.v18i1.3077
  55. Wu, L., & Lee, C. (2016). Limited edition for me and best seller for you: The impact of scarcity versus popularity cues on self versus other-purchase behavior. Journal of Retailing, 92(4), 486-499. https://doi.org/10.1016/j.jretai.2016.08.001
  56. Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302