Showing 1 - 10 of 3,782
Purpose This study aims to examine how social exclusion and the social status of a rejecter affect consumers’ purchase intentions toward ordinary products. Design/methodology/approach Three experiments were conducted to test the hypotheses. Findings The status of a rejecter, whether high or...
Persistent link: https://www.econbiz.de/10014723800
Purpose – The purpose of this study is to examine the degree of ethnic identity and demographic characteristics (the length of residency in the USA, education, income, age, and origin of ethnicity) in relation to brand purchases for status. Design/methodology/approach – The research is based...
Persistent link: https://www.econbiz.de/10014848815
Purpose – The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design/methodology/approach – The present study uses a 3×1...
Persistent link: https://www.econbiz.de/10014674235
Purpose – The purpose of this present paper is to analyse the influence prices have on consumers' purchase decisions. Specifically, three aspects related to this variable are considered: formation of reference prices, effects of price variances on the buying behaviour and the influence of...
Persistent link: https://www.econbiz.de/10014674630
examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked … by the advertising stimulus, on brand attitude for advertisements that require little effort to process; focusing on …
Persistent link: https://www.econbiz.de/10014674684
college students in their perception of advertising truthfulness, brand attitude, and purchase intent. Design …
Persistent link: https://www.econbiz.de/10014674769
Purpose – The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer …
Persistent link: https://www.econbiz.de/10014674786
advertising to culturally conservative groups, caution is required. Such groups have lower purchase intent when they do not like … advertising messages on target audiences to assess whether they are likeable, as advertisement likeability can influence purchase …
Persistent link: https://www.econbiz.de/10014674801
Purpose – The purpose of this paper is to explore the effects of Malaysian consumers' personal values and sales promotion preferences on their overall behavioural intention and purchase satisfaction. Design/methodology/approach – In total, 1,300 questionnaires were distributed and collected...
Persistent link: https://www.econbiz.de/10014674804
. Television commercials were looked at specifically to provide an insight into the construct of advertising dislikeability and how … advertisers. International advertisers need to pay attention to the local values and tradition and use the advertising … advertisements and the findings here can be a guide for public and/or industry policy towards advertising. Originality/value – The …
Persistent link: https://www.econbiz.de/10014674808