... credibility) influence the emotions of pleasure, arousal and dominance, and how these emotions affect brand attitude and consumer purchase intention. Design/methodology/approach The data for this study were collected from 835 e-commerce consumers through an online questionnaire distributed by a panel...

... consumers. The responses were analysed using SPSS Process macro and AMOS 25. Findings This study reveals a significant impact of perceptions of in-store marketing on the purchase intention of frozen food products. The findings support the mediating role of health-consciousness and familiarity...

... and their purchase intentions. Design/methodology/approach Four experiments were conducted to achieve the research objectives. Data were collected using online survey platforms and at a local university. The analysis was performed using SPSS 26.0. Findings The results indicate that a high (vs low) level...

...Jayesh D. Patel; Rohit Trivedi; Svablum Malhotra; Khyati Jagani Purpose This study aims to explore the underdog brand biography dimensions that emerging-country consumers identify with (Study 1) and attempts to uncover the effects of these dimensions on brand affinity and purchase intention...

... visual cues are vital in enhancing live streaming. This study aims to analyze the disparate effects of an animal-human-like or all-human-like virtual anchor on purchase intention as well as evaluate the possible underlying influential mechanisms and boundary conditions. Design/methodology/approach...

... of environmental friendliness and their purchase intentions, based on the cue consistency theory. Design/methodology/approach Five experimental studies (n = 968) were conducted to achieve the research objectives. Study 1 found that consumers tended to avoid choosing unfamiliar ingredients. Study 2...

...Bangwool Han Purpose This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top...

... that neutralisation, perceived risk and susceptibility to social influence significantly impact attitudes towards counterfeiting and purchase intentions, whereas value consciousness impacts counterfeit purchase intention. In addition, attitudes mediate the effects of perceived risk, susceptibility to social influence...

... Stimulus-organism-response Consumer behavior Purchase intention Artification Art-based management approach Marketing management The interactions between the art world and businesses are rising. Art, being one of a kind, is an ideal source of added value, and brands in different industries...

...Yunjeong Kim; Kyung Wha Oh Purpose This study aims to identify the consumption mechanism by which consumers’ materialism creates purchase intentions for luxury athleisure products through impression management purchase motivation and to verify the moderating effect of sustainability...

...Hye-Jin Jeon Purpose This study aims to analyze the most effective type of emoji for deriving positive marketing results by determining whether the relationship between brand attitude, brand attachment and purchase intention is moderated by the various types of prosocial expression-based brand...

... conducted with three independent variables, namely, visual shape, color and logo, each classified as relevant/divergent. The dependent variables were participants’ attitudes toward the brand, attitudes toward the product and purchase intention. Findings There were no significant main effects...

...Fathima Z. Saleem; Matthew A. Hawkins Purpose Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM). Design/methodology...

... results show that consumers’ affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers’ cognitive esports engagement...

... to consumer contexts. Value co-creation Purchase intention Satisfaction Product management Celebrity endorsement New product development Personality traits Product involvement Perceived contribution Just at the dawn of a new millennium, Prahalad and Ramaswamy (2000) introduced the concept...

... of purchase intention and co-creation. References Aaker , D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name , The Free Press , New York, NY . Arendt , C. , LaFleche , N. and Limperopulos , M.A. (2017), “ A qualitative meta-analysis of apologia...

...Hua (Meg) Meng; César Zamudio; Robert D. Jewell Purpose This paper aims to examine how olfactory imagery, triggered by scent brand names prior to smelling, influences scented-product purchase intention. Design/methodology/approach Five studies were conducted. Logistic regression analysis...

...Bing Xu Purpose This paper aims to examine the influences of consumer-perceived new-product creativity (NPC) on consumers’ purchase intentions (PIs), along with the mediating effects of NPC meaningfulness between NPC novelty and PI, and between NPC communicableness and PI. Design/methodology...

... the celebrity and endorsed brand, their purchase intention for the endorsed product and the degrees to which they identified with the celebrity and adopted the three types of moral reasoning strategies were assessed. Findings The rationalization and decoupling strategies mediate the effects of highly...

... explanatory powers for attitude toward products than for attitude toward brands. Specifically, attitude toward brands can indirectly influence members’ purchase intention through brand recall. The proposed model exhibited desirable goodness-of-fit. Practical implications The findings can give brand...