Journal ArticleDOI
The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior
Reads0
Chats0
TLDR
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.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...read more
Citations
More filters
The Impact of Brands on Consumer Purchase Intentions
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.
Journal ArticleDOI
Optimal pricing policies for differentiated brands under different supply chain power structures
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.
Journal ArticleDOI
Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector
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.
Journal ArticleDOI
Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations
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).
Journal ArticleDOI
Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands
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.
References
More filters
Book ChapterDOI
Selected issues in modeling consumer brand choice: The extended competitive vulnerability model
Journal ArticleDOI
The customer journey when purchasing a new mobile phone: Testing a dual mediation model
TL;DR: In this paper, a Dual Mediation Model (DMM) of advertising that incorporates cognitions, affect, attitudes toward advertisement and attitudes toward the brand as these influence consumers' purchase intentions is used to test the model with structural equations.
Related Papers (5)
Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
Martin Fishbein,Icek Ajzen +1 more
Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations:
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more