• Journal of Wellbeing Management and Applied Psychology
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• v.7 no.1
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• pp.9-16
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• 2024

Purpose: This study explores the factors affecting purchase intention of smartphones among millennials. The study incorporates factors of brand equity, specifically brand awareness, brand loyalty, perceived quality and their mediation effect in purchase intention. Research design, data, and methodology: This study evaluates the role of brand equity factors in influencing purchase intentions by using structural equation modeling to analyze 197 respondents. Results: The findings indicate that brand loyalty, followed by brand awareness, and perceived quality are significant factors in determining customer purchase intention. Further, brand loyalty mediates the relationship between perceived quality and purchase intention, as well as between brand awareness and purchase intention significantly. Additionally, perceived quality mediates the relationship between brand awareness and purchase intention significantly. Finally, the serial mediation of perceived quality and brand loyalty significantly affects the relationship between brand awareness and purchase intention. Conclusions: This research has provided valuable insights into the relationship between brand equity and purchase intention among millennials supporting the Aaker's Model. Useful theoretical and managerial implications also have been provided.

• Asia-Pacific Journal of Business
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• v.9 no.1
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• pp.1-18
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• 2018

This study aimed to examine the effect of brand equity dimensions measuring the impact of brand equity on purchase intension of smart phones in Kathmandu. Descriptive and causal research design was used for the study. Structured questionnaires were administered for collecting data. Structured equation modeling was applied for validating the proposed model and measuring the influence of brand equity dimensions on purchase intentions of smart phones. Independent sample t-test and ANOVA was used to test the effect of moderating variables on purchase intention. The research fount brand loyalty and brand awareness were the influential factors for purchase intention of smart phones. Females performed significantly more than males in purchase intention. Qualification had no significant differences on purchase intention of smart phones. The findings of this study add values to the literature and its applicability of brand equity, brand awareness and purchase intensions which helps to formulate polices and strategies.

• Asia Marketing Journal
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• v.15 no.3
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.6
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• pp.233-240
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• 2020

This study uses the moderating model to explore the relationships between Corporate Social Responsibility (CSR) associations, brand awareness and consumer purchase intention. Besides investigating the direct effects of CSR associations on brand awareness and consumer purchase intention, this study also focuses on discovering the moderating role of CSR associations on the relationship between brand awareness and consumer purchase intention among Vietnamese students. Adapting scales from previous research, the authors distribute questionnaires to consumers across the country. Then, the validity and reliability are tested via Cronbach's alpha, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Moreover, by employing a meta-analytical path analysis with a sample of 686 consumers, the authors show that CSR associations play an important role in shaping purchase intention among Vietnamese consumers regarding the consumption of organic milk products. Also, CSR associations have a strong effect on brand awareness. However, our study shows that purchase intention is not directly affected by brand awareness. In other words, brand awareness does not mediate the relationship between CSR associations and purchase intention. Interestingly, authors show that CSR associations moderate the link between brand awareness and consumer purchase intention. Based on the research, some recommendations are made to companies that produce organic milk products.

• Journal of the Korean Society of Food Culture
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• v.32 no.5
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• pp.403-411
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• 2017

When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers' actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers' specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.

• Industrial Engineering and Management Systems
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• v.12 no.2
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• pp.143-150
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• 2013

The number of airline passengers in China has rapidly increased, so understanding the relationship between brand equity of airlines in China and ticket purchase intention of Chinese passengers is important for airline business success in China. Using the structural equation modeling, this study explores the relationships among determinants of brand equity as well as the relationships between brand equity, transition cost, and purchase intention. The major findings are: brand equity of airlines directly influences purchase intention; transition cost directly influences brand equity; and transition cost indirectly influences purchase intention in China. In addition, the results show that marketing strategies using the airline brand can be more effective for certain customer groups, including high income customers, married customers, government servants, and businessmen.

• Culinary science and hospitality research
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• v.23 no.2
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• pp.135-145
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• 2017

The purposes of this study were to verify the effects of HMR (Home Meal Replacement) brand image on purchase intention and brand loyalty. In addition, the mediating role of brand trust was also examined between purchase intention and brand loyalty. This survey was conducted with those who have bought HMR in Seoul and Kyonggi area, Korea, using a convenience sampling method. After a total of 300 responses were collected, 275 were used for the analyses. Both standard and hierarchical multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, it was found that emotional image had an effect on purchase of HMR but that social image did not have an effect on purchase of HMR. Second, purchase intention of HMR significantly impacted brand loyalty. Third, brand trust of HMR was found to mediate the relationship between purchase intention and brand loyalty of HMR. These findings provide practical implication for researchers and marketer regarding relationship marketing strategy in the HMR context.

• The Journal of Fisheries Business Administration
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• v.45 no.1
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• pp.49-61
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• 2014

This study investigates the effects of the purpose of fishery firms' social contributions on consumers' purchase intention as a mediator or their fishery firms' brand evaluation. We surveyed 300 consumers in order to empirically test the suggested relationship. The purpose of fishery firms' social contributions was divided into social contribution activities and public interest marketing strategies. Fishery firms' brand evaluation was divided into three aspects including brand awareness, brand image, and brand loyalty. The results showed that the purpose of fishery firms' social contributions significantly affect consumers' purchase intention, brand loyalty as well as brand image except brand awareness. Fishery firms' brand evaluation significantly affect consumers' purchase intention. This study suggests that social contribution activities and public interest marketing strategies are essential for the positive brand evaluation of fishery firms.

• Fashion & Textile Research Journal
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• v.16 no.2
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• pp.235-244
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• 2014

This study investigates the effect of visual merchandising congruity perception on brand attitude and purchase intention. In addition, this study examines the mediating role of perceived risk in the process. Four retail fashion brands with classic image were selected in the previous research to avoid the influence of different brand images. Questionnaires were distributed to 200 customers leaving the four fashion retail stores which were chosen by the previous research. A total of 167 completed questionnaires were analyzed using SPSS 18.0 and AMOS 7.0 statistical packages. The results were summarized as follows. First, visual merchandising congruity perception positively affected brand attitude. This result supports the match-up hypothesis. Second, brand attitude positively influenced purchase intention. Third, visual merchandising congruity perception did not directly affect purchase intention. Visual merchandising congruity perception indirectly influenced purchase intention by mediating brand attitude; however, it did not directly influence purchase intention. Therefore, the strategic approaches to enhance favorable brand attitude through visual merchandising congruity perception should be tried. Fourth, visual merchandising congruity perception negatively affected perceived risk. Fifth, perceived risk negatively affected brand attitude. Sixth, visual merchandising congruity perception affected brand attitude by mediating perceived risk. Therefore, it is needed to devise the visual merchandising strategy that lowers the perceived risk in order to make a positive brand attitude.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.4
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• pp.540-553
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• 2013

This study examined the awareness of Chinese in their 20s in regards to Korean fashion brands and brand personality; in addition, it analyzed the effect of brand personality on brand preference and purchase intention. This study investigated the differences of the brand personality effect on brand preference and purchase intention according to brand, sex, and age. The results were as follows: 1) The three highly recognized fashion brands were Teenie Weenie, E-land, and The Basic House. 2) Brand personality was comprised of factors for competence, vitality, innovation, and emotion. 3) Brand preference was affected by vitality, competence, and innovation. Purchase intention was directly affected by brand preference and brand personality factors such as vitality, competence, and innovation. 4) The effect of brand personality on brand preference and purchase intention were different according to brand, sex, and age. These results can be used as basic data or information to help fashion companies develop marketing strategies for young Chinese people.