Suchergebnisse

Purpose
– The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands.


Design/methodology/approach
– An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products.


Findings
– Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions.


Practical implications
– This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention.


Originality/value
– The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.

The advents of the internet and e-commerce have transformed the pattern of purchase of goods and services. Online customers find online shopping very convenient, flexible, time saving, offering a wide variety of selection, cheaper products and provide the possibility to make private purchases easier. Despite the numerous benefits of online purchasing platforms, the adoption rate is low in Uganda. This study aimed at modeling a framework on determinants of customers' intentions to purchase online in the case of Kampala Uganda. The philosophical underpins were both positivism epistemology and objectivism ontology. Data was sourced using structured questions from a sample of ninety-seven (97) online customers' in Kampala. The analysis was concluded using Structural Equation Modeling (SEM) and the findings revealed that; Facilitating Conditions (FC), Service Quality (SQ) and Customers' Attitudes (A) have positive significant impacts on online purchase intention whereas, there was insignificant statistical evidence to suggest that System Quality (SQ) influences the intention to purchase online. This study therefore recommends managers of online businesses to consider Service Quality (SeQ), Facilitating Conditions (FC) and Customers Attitudes (A) as critical determinants to improve online sales. Indicators such as: timely deliveries, product conformability and prompt feedback are drivers to online purchase intentions. This study provides emerging views essential in managing relationships between businesses and customers with the intention to model successful e-business strategies. This research thus provides a useful insight to parties including e-business practitioners, government and customers on the role of e-commerce adoption in Uganda.

The main aim of this study is to examine the key factors that influence future purchase intention and shape the consumers' attitude towards brand social media pages. Data were collected through a questionnaire survey from Lahore city, Pakistan. A total number of 380 responses were collected from which 274 were analyzed by using structural equation modeling. The outcomes of the study shows that brand credibility, brand familiarity, and attitude towards brand social media page are the key factors of future purchase intention. Moreover, the study found a negative significant association of brand familiarity and e-wom with future purchase intention for the female group. The study further found that involvement is positively significantly associated with consumers' attitudes towards social media. So far; no study examines the factors of future purchase intention based on gender. This study contributes to explaining the inconsistent results between e-WOM and future purchase intention. Implication concerning offers for managerial brand marketers, firms, and research practices and directions for future research presented.

Purpose
Based on the learning and attitudinal theories, this study aims to investigate the direct effect of two type of experiences, attitude and the indirect impact of fashion innovativeness, materialism and financial pressure on Generation Z's secondhand clothing (SHC) purchase intention.


Design/methodology/approach
A total of 180 usable surveys were gathered from Generation Z participants and analyzed by a partial least-square-structural equation model.


Findings
The results show that attitude (SHC hygiene vs SHC fashion style) and past experiences (daily use occasion vs particular use occasion) directly affect SHC purchase intention. Furthermore, materialism, financial pressure and innovativeness drive attitudes toward SHC fashion style.


Originality/value
This study extends the current SHC literature by integrating two dimensions of experience (daily use occasion vs particular use occasion) and attitude (attitude toward SHC hygiene vs attitude toward SHC style).

The purpose of the study is to find the consumer purchase intention toward counterfeit mobile phone. Why customers preferred the counterfeit mobile phone. Different companies try to fulfill the demand of the customer but due to the some factors the demand of the counterfeit mobile phone increase time to time. Data was collected from 150 peoples through questioners. We performed factor analysis and structural model to test the measurement and structural models. The finding indicated that, price, previous experience and social influence and attitude are the factors those positively affects consumer purchase intention towards purchasing counterfeit mobile phone. Limitation of this study is that the respondents were more qualified than population. Through this research, the genuine mobile phone producers can enhance their target consumer toward their own products by focusing those all variables that influence consumer purchasing behavior towards counterfeit mobile phone. In this paper the study was focused on a single phenomena of counterfeiting, CMP. In a country where people use cell phones more than others third world countries.

I conducted a survey to examine the impact of subjective norms, behavioral attitude, and perceived behavioral control on ethical purchase intention with 445 consumers selected by random sampling in Wuhan City, China. Results based on a structural equation model showed that behavioral
attitude, subjective norms, and perceived behavioral control all significantly influenced ethical purchase intention of the respondents, with subjective norms being the strongest predictor of ethical purchase intention. Furthermore, perceived behavioral control not only significantly and directly
influenced ethical purchase intention but also had an indirect influence on ethical purchase intention through behavioral attitude as a mediator.