... in the streamer and purchase intention in Indonesia’s live streaming commerce. It further investigates whether product involvement changes the relative salience of the three swift guanxi dimensions as trust cues. Design/methodology/approach An online survey of 528 Indonesian consumers with live streaming...

... intention within the context of in-feed advertising. The mediating role of perceived value and the moderating role of product involvement are also proved. Design/methodology/approach Using the methods of online survey and online experiment, the author conducted two empirical studies. In study 2...

... multiple regression analysis on 406 qualified online survey responses to determine the influence of product description, product display, and product content on consumer purchasing intention through product involvement as well as the moderated mediation effect of return policy leniency. Findings...

... guidelines, purchase intention, logo evaluation and word of mouth (WOM). Design/methodology/approach A 2 (logo type: conventional vs. novel) X 2 (product involvement: high vs. low) between-subjects experimental design was employed. A multivariate analysis of covariance (MANCOVA) was run on the dependent...

...Jun Zhang; Jingwen Wang Purpose This study investigates how reward type (single vs. plural), reward characteristic (utilitarian vs. hedonic) and product involvement (high vs. low) affect the design of reward programs. Design/methodology/approach A 2 ✕ 2 ✕ 2 fractional factorial experimental...

... evaluation and joint fit; in contrast, product involvement individually plays a positive moderating role on the relationship between joint fit, brand equity and consumer brand alliance evaluation. Originality/value Two consumer characteristic, brand knowledge and product involvement moderate...

...Wanqi Gong Purpose This study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically. Design/methodology/approach This study...

...Cigdem Basfirinci Purpose – The purpose of this study was to explore whether and to what extent brand origin associations transfer to brand personality (BP) perceptions. Whether and in which ways product involvement and familiarity have some moderating effects on this relationship was also...

... the moderating role of product involvement. Design/methodology/approach To accomplish this, a conceptual framework was designed and relationships between its constructs (COB image, COM image, brand equity dimensions, overall brand equity) were hypothesized. Data were collected from Iranian students who were...

... study also uses the elaboration likelihood model to examine the moderating effect of product involvement on the relationships between message appeals (rational vs emotional) and brand attitude, as well as between message source credibility and brand attitude. Design/methodology/approach Data were...