Narrow search
Showing 1 - 10 of 122
Cover Image
How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption
School of Marketing
This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an...
Persistent link: https://www.econbiz.de/10009434813
Cover Image
Clarifying the Relationship between Involvement Variables and Advertising Effectiveness among Young People
Tali Te’eni-Harari - In: Journal of Consumer Policy 37 (2014) 2, pp. 183-203
Previous research has indicated the need for an in-depth investigation of the role of involvement variables in advertising information processing among young people, in view of the unsuitability of existing adult persuasion models for a young population, the inadequate consideration of...
Persistent link: https://www.econbiz.de/10010988660
Cover Image
From Global to Local? The Power of Domestic Markets
Seitz, Carolin Claudia; Roosen, Jutta - European Association of Agricultural Economists - EAAE - 2015
Food markets have become more and more globalized. In parallel, the interest in locally grown food products has evolved rapidly. The question arises as to what market potential domestic food products can develop in a regional market relative to export markets. We examine the relationship between...
Persistent link: https://www.econbiz.de/10011275511
Cover Image
The influence of product involvement on consumers’ interactive processes in interactive television
Levy, Shalom; Nebenzahl, Israel - In: Marketing Letters 19 (2008) 1, pp. 65-77
Persistent link: https://www.econbiz.de/10005068209
Cover Image
Electronic Word-of-Mouth: The Moderating Roles of Product Involvement and Brand Image
Lin, Chinho; Wu, Yi-Shuang; Chen, Jeng-Chung Victor - ToKnowPress
Purpose: As an Internet-based version of word of mouth, electronic word-of-mouth (eWOM), the new information presented … consumers. The purpose of this paper aims to investigate the influence of eWOM on purchasing intention. Moreover, this study … parts covering the following issues, including eWOM searching experience, measurement items of each variable, as well as …
Persistent link: https://www.econbiz.de/10010737554
Cover Image
Advertising persuasion in China: Using Mandarin or Cantonese?
Liu, Shixiong; Wen, Xiaoshan; Wei, Lina; Zhao, Weihong - In: Journal of Business Research 66 (2013) 12, pp. 2383-2389
Advertising persuasion may differ based on different languages and/or dialects. Using Chinese samples, this study experimentally tests how a spokesperson's accents (standard Mandarin accent and local Cantonese accent) influence advertising persuasion across different product involvements (high-...
Persistent link: https://www.econbiz.de/10010703068
Cover Image
The relationship between Purchase Intention and Product Involvement: The role of Brand Attitude as a mediator on this relationship
Butt, Adnan - International Institute of Social and Economic Sciences - 2014
This study tests the relationship between the product involvement (Pd. Inv) and purchase intention (PI) and the mediating role of Brand Attitude (BA) in the relationship between Product Involvement (Pd. Inv) and Purchase Intention (PI) by using a sample of 450 people. With reference to previous...
Persistent link: https://www.econbiz.de/10011207187
Cover Image
Creating value for customers through engagement and participation in brand communities
Loureiro, Sandra Maria Correia; Pires, Ana Regina; … - In: International Journal of Business Performance Management 16 (2015) 2/3, pp. 114-132
The phenomenon of be engaged and participate in brand communities is not yet well-known. This study carries out a systematic literature review to get the major construct that could explain the mentioned phenomenon and the consequences to the brand. Therefore, the aim of this study is to...
Persistent link: https://www.econbiz.de/10011266456
Cover Image
Attractiveness Factors Influencing Shoppers¡¯ Satisfaction, Loyalty, and Word of Mouth: An Empirical Investigation of Saudi Arabia Shopping Malls
Ala'Eddin Mohammad Khalaf Ahmad - In: International Journal of Business Administration 3 (2012) 6, pp. 101-112
dependent variables were shopper satisfaction, loyalty and WOM. A structured questionnaire was distributed to a sample of 600 …
Persistent link: https://www.econbiz.de/10011267145
Cover Image
Investigating customer satisfaction, loyalty and web usability concerning the use of Word-of-Mouth as a means of referral among internet banking users in Malaysia
Lee, Tan Hui; Jaafar, Noor Ismawati - In: International Journal of Electronic Finance 5 (2011) 4, pp. 357-373
satisfaction on loyalty and positive Word-of-Mouth (WOM) as a means of referral. A survey was conducted among 220 internet banking … loyalty enhance WOM. However, the effect of web usability is not significant on WOM. Even though the results confirm the …
Persistent link: https://www.econbiz.de/10009352612