The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior

doi:10.1108/07363760710720966

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The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior

Journal Article•DOI•

The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior

Lefa Teng¹, Michel Laroche², Huihuang Zhu³•Institutions (3)

University of Guelph¹, Concordia University², Sun Yat-sen University³

30 Jan 2007-Journal of Consumer Marketing (Emerald Group Publishing Limited)-Vol. 24, Iss: 1, pp 27-35

TL;DR: In this article, the dual mediation model has been used to explain consumer responses toward an ad and a brand and found that the higher level of affective responses to a focal ad significantly leads to a higher evaluation of that ad.

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Abstract: Purpose – The purpose of this research is to show how the dual mediation model has been used to explain consumer responses toward an ad and a brand. This study attempts to incorporate ad affect and competition into the framework and examine the effects of advertising on consumers' attitudes and purchase intentions in multiple‐ad and multiple‐brand environments.Design/methodology/approach – A total of 165 usable data (54 percent female, mean age=36.2) were collected from an experiment conducted in North America.Findings – The findings revealed that the higher level of affective responses to a focal ad significantly leads to a higher evaluation of that ad. Our findings also indicated that information about a competing ad and brand is processed comparatively and that evaluations of the competing ad and brand negatively influence evaluations of a focal ad and brand.Originality/value – Important theoretical contributions of this study are that ad affect is an important determinant in the formation of ad attitu...

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The Impact of Brands on Consumer Purchase Intentions

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Syed Saad Hussain Shah, Jabran Aziz, Sidra Waris, Wasiq Ejaz, Maira Fatima, Syed Kamran Sherazi - Show less +2 more

01 Jan 2012

TL;DR: In this paper, the authors incorporate the core brand image, brand attitude and brand attachment with environmental consequences to testify the impact on the consumer purchase intentions, and found that core image and brand attitude has positive impact whereas environmental consequences have negative effect on the purchasing intention of customers.

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Abstract: The purpose of this study is to incorporate the core brand image, brand attitude and brand attachment with environmental consequences to testify the impact on the consumer purchase intentions. Does environmental consequences has some role while formatting purchase intention of the customer or people do not think about it. Either customers want to attach themselves with brand only or they also keep into account the corporate social responsibility index as well. Results show that core brand image and brand attitude has positive impact whereas environmental consequences have negative effect on the purchasing intention of customers (smokers).

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230 citations

Cites background from "The effects of multiple‐ads and mul..."

...Teng et al. (2007) concluded that a customer attitude leading to a focused brand not only is dependent on his cognition of brand, but also dependent on his perceptions of brand in a competition....
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...Follows and Jobber (2000) further explained a term ‘a conscious consumer’ in social context is the one who considers impact of his or her private usage on public or in other words the consumer who brings change socially by the usage of his or her purchasing power....
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...Teng et al. (2007) revealed that abundant studies expressed that advertisement is evaluated by the impact of ad context ....
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Journal Article•DOI•

Optimal pricing policies for differentiated brands under different supply chain power structures

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Zheng Luo¹, Xu Chen¹, Jing Chen², Xiaojun Wang³•Institutions (3)

University of Electronic Science and Technology of China¹, Dalhousie University², University of Bristol³

01 Jun 2017-European Journal of Operational Research

TL;DR: It is found that intensified competition between the two manufacturers hurts the manufacturers and benefits the retailer, and no dominance among supply chain members (the two manufacturers and the retailer) leads to the highest profit for the entire supply chain.

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131 citations

Cites background from "The effects of multiple‐ads and mul..."

...Many retailers sell multiple brands of a single type of product (Krishna, 1992; Baltas, 2004; Teng et al., 2007)....
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...Introduction Many retailers sell multiple brands of a single type of product (Krishna, 1992; Baltas, 2004; Teng et al., 2007)....
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Journal Article•DOI•

Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector

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Stephen W. Wang¹, Grace Hsiu-Ying Kao¹, Waros Ngamsiriudom²•Institutions (2)

National Taiwan Ocean University¹, University of North Georgia²

01 May 2017-Journal of Air Transport Management

TL;DR: In this paper, the authors examined the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of air transportation services provided by airlines that adopt a celebrity endorsement strategy.

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116 citations

Cites background from "The effects of multiple‐ads and mul..."

...Further, studies have also suggested that brand attitude has a positive impact on the purchasing intention of customers (Lutz et al., 1983; Shah et al., 2012; Teng et al., 2007; Wu and Lo, 2009)....
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Journal Article•DOI•

Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations

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Yuan-Shuh Lii¹, Kuang-Wen Wu¹, May-Ching Ding¹•Institutions (1)

Feng Chia University¹

01 Jan 2013-Corporate Social Responsibility and Environmental Management

TL;DR: In this article, the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives (sponsorship, cause-related marketing, and philanthropy) on consumer evaluations with the moderating effect of psychological distance (social distance and spatial distance).

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Abstract: This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship, cause-related marketing, and philanthropy – on consumer evaluations with the moderating effect of psychological distance (social distance and spatial distance). Four hundred and eighty subjects participated in a 3x2x2 between-subjects factorial design experiment. The results of the analyses were significant and in the direction hypothesized. Philanthropy was found to have a stronger effect on consumer evaluations, followed by sponsorship and cause-related marketing. However, the relationship between CSR initiatives and consumer evaluations was significantly stronger when consumers perceived the focal brand with low social distance as well as the cause with low spatial distance. The findings thus provide support for the importance of psychological distance in moderating CSR initiatives. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment.

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105 citations

Journal Article•DOI•

Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands

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Gopal Das¹•Institutions (1)

Indian Institute of Management Rohtak¹

01 May 2014-Journal of Retailing and Consumer Services

TL;DR: In this paper, the authors explored the direct and indirect impacts of retailer awareness, association, retailer association and retailer perceived quality on the purchase intention of food retail shoppers in Kolkata, India.

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86 citations

Cites background from "The effects of multiple‐ads and mul..."

...The intention to purchase a particular brand, product or service requires assessment of all brands, products or services offered by competitors (Teng et al., 2007)....
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References

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Book•

Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research

[...]

Martin Fishbein, Icek Ajzen

01 Jun 1975

36,032 citations

"The effects of multiple‐ads and mul..." refers background in this paper

...However, existing information processing theory suggests that consumers process attribute information independently for different brands and compare the values summated across all relevant attributes ( Fishbein and Ajzen, 1975...
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Journal Article•DOI•

Structural equation modeling in practice: a review and recommended two-step approach

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James C. Anderson¹, David W. Gerbing²•Institutions (2)

Northwestern University¹, Portland State University²

01 Jan 1988-Psychological Bulletin

TL;DR: In this paper, the authors provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development, and present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests.

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Abstract: In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.

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34,720 citations

"The effects of multiple‐ads and mul..." refers methods in this paper

...Based on Anderson and Gerbing (1988), we conducted confirmation factor analysis to assess the reliability and validity of the multi-item scales for the proposed model....
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...Most absolute t-test values of the coefficients of the measurement and structural equations in the model are far above 1.96 (Anderson and Gerbing, 1988)....
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Journal Article•DOI•

On the evaluation of structural equation models

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Richard P. Bagozzi¹, Youjae Yi¹•Institutions (1)

University of Michigan¹

01 Jan 1988-Journal of the Academy of Marketing Science

TL;DR: In this article, structural equation models with latent variables are defined, critiqued, and illustrated, and an overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence.

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Abstract: Criteria for evaluating structural equation models with latent variables are defined, critiqued, and illustrated. An overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence. Model assessment is considered to be a complex process mixing statistical criteria with philosophical, historical, and theoretical elements. Inevitably the process entails some attempt at a reconcilation between so-called objective and subjective norms.

...read moreread less

19,160 citations

"The effects of multiple‐ads and mul..." refers background in this paper

...50), all the individual scales exceeded the recommended minimum standards (Bagozzi and Yi, 1998)....
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...In terms of construct reliability (i.e. greater than 0.60) and percentage of variance extracted by the latent construct (i.e. greater than 0.50), all the individual scales exceeded the recommended minimum standards (Bagozzi and Yi, 1998)....
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Book•

EQS : structural equations program manual

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Peter M. Bentler

01 Jan 1989

9,143 citations

"The effects of multiple‐ads and mul..." refers methods in this paper

...The proposed model in Figure 1 was analyzed by using the data from the experiment and the maximum likelihood method (i.e. ML), with EQS software (Bentler, 1992)....
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Journal Article•DOI•

Feeling and thinking : Preferences need no inferences

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Robert B. Zajonc¹•Institutions (1)

University of Michigan¹

01 Feb 1980-American Psychologist

7,489 citations