Suchergebnisse

PurposeThe clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships.Design/methodology/approachThe data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software.FindingsFindings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention.Originality/valueThis study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals' clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

PurposeFollowing promising growth of the international medical tourism industry, competitions within the global market have escalated tremendously with increased involvement by numerous healthcare providers to acquire a share of its disposable income. The brand reputation would hereby play a determining role as a competitive strategy. Specifically, this paper aims to investigate the impact of social and marketing aspects on the brand image of medical tourism-based hospitals, alongside its relationship toward service quality. In turn, the influence of perceived service quality on satisfaction and the perceived value was examined, in view of further potential behavioral intention among medical tourists on healthcare providers in Malaysia.Design/methodology/approachThe data were collected through a survey questionnaire among medical tourists, with 596 successful cases collected via 6 major private hospitals at 3 popular Malaysian medical tourism locations. Data analysis was then performed using both SPSS and Smart PLS software.FindingsThe findings from the present study acknowledged the importance of both social (e.g. social media and word-of-mouth communications) and marketing (e.g. hospital advertisement and price perception) aspects toward establishing brand image among medical tourism-based hospitals. Consequently, the brand image would influence perceived service quality among medical tourists; further entail positive impact on behavioral intention, with satisfaction and perceived value as mediators between both factors. Following PLS predict analysis confirming this model's high predictive capability, it demonstrated close representation to actual medical tourism scenario in Malaysia.Originality/valueThis study is one of the very few studies that explored the minimally investigated territory on the consequential importance of hospital branding within the medical tourism industry; specifically through extending the literature on the influence of social and marketing efforts toward the formation of brand image.