This study aims to examine the effect of brand avoidance motivators on brand equity. It also probes the mediating effect of brand hate among brand avoidance motivators and brand equity. In order to empirically study the above relationship the questionnaire was presently administered to the sample of 400 smartphone users. The 270 questionnaire were returned back. The received data was subjected to a number of statistical analyses. The finding proposed that brand avoidance motivators i.e., unmet expectations, symbolic congruence and ideological incapability have positive impact on brand equity. The brand hate copiously mediates between brand avoidance motivators and brand equity. The findings have number of implications for marketers and mangers in Islamabad regarding brand avoidance. Generally, this thesis contributes knowledge to the emergent field of anti-consumption research by means of a pioneering impression and an integrative understanding of a less explored realm of brand avoidance. avoidance motivators are very vital for all marketing specialists even for competitor, mostly such type this knowledge can be purposefully used for their brands' positioning as an engaging substitute [7]. Brand avoidance is states as a process where consumers intentionally select to discard any product. Dualistic important thoughts remain adjacent to the learning of brand evasion. One is the anti-constellation that encompasses goods which are excluded by customers [10]. Contrasting to it, low prominence on products or brands in the learning of anti-constellations. The other idea that is very similar to brand evasion is the incompetent conventional [11], which has negative evaluation accredited to an aversion of the poor product performance advertisement. Bryson et al. [12] state brand hate as 'a powerful negative responsive distress to the brand'. In this study avoidance types as identity, moral and experiential avoidance are significant. Identity avoidance happens when consumers evade brands they do not want to be related with. Similarly when companies act negligent it can reason ethical misgiving with its consumers, all these will lead to brand avoidance. Past research proposes that, in case of negative ideological, identity incongruence and unmet expectations of consumers' preoccupied perceptions and feelings concerning the brand that play a vital role in consumers' action-related assessments [13].Consumers reject certain brands, not because of financial pressures, however, because of predominantly unmet expectations, ideological incapability and identity concerns. When consumers observe that the products and concerned brands are not distributing what have been assured, moreover because of brand misbehavior and not meeting expectations, due to symbolic incongruence and ideological incompatibility between themselves and the brand [14], the positive relationship among consumer and brand may turn into negative, wherever consumers merely not want to assistant themselves with those brands and ultimately discard to contai...
Recent probe of medicinal plants incorporated in traditional systems for curing infection and sustaining holistic health, has exposed good sum of therapeutic efficiency against deleterious infections and chronic illnesses. Rheum palmatum (Chinese Rhubarb, family Polygonaceae) is a significant medicinal herb, which finds an extensive use in Unani (Traditional) system of medicine. It has been traditionally employed as antiseptic, liver stimulant, diuretic, diabetes, stomachic, purgative/cathartic, anticholesterolemic, antitumor, Alzheimer’s, Parkinson’s, tonic, antidiabetic, and wound healer. The most vital components from Rheum palmatum are the phenolics, flavonoids, terpenoids, saponins, and anthraquinone derivatives such as aloe-emodin, chrysophanol, physcion, rhein, emodin and its glucorhein, and glycoside. Rhubarb also contains tannins which include hydrolysable-tannins, containing glycosidic or ester bonds composed of glucose, gallic acid, and other monosaccharide’s and condensed tannins, resulting principally from the flavone derivatives leukocyanidin and catechin. In recent years, new components such asrevandchinone-1, revandchinone-2, revandchinone-3, revandchinone-4, sulfemodin8-O-b-Dglucoside, and 6-methyl-rhein and aloe-emodin have been reported from the same class. It also encompasses some macro and micro mineral elements such as Ca, K, Mn, Fe, Co, Zn, Na, Cu, and Li. Anthraquinone derivatives demonstrate evidence of anti-microbial, antifungal, anti-proliferative, anti-Parkinson’s, immune enhancing, anticancer, antiulcer, antioxidant, and antiviral activities. This review article covers published study on therapeutic uses of different constituents from rhubarb.
Technology has enabled marketers to use internet for enhancing their marketing efforts in reaching their customers effectively and efficiently. This paper examines the effect of humor in a viral marketing campaign on the forward intentions of individuals, mediated by attitude towards message. An experiment was conducted in the classrooms of Public Sector University, on undergraduate and graduate business students,and a questionnaire was personally administered at the end of the experiment to measure post treatment effect on their attitude towards message and forward intentions. The data was analyzed using different statistical tools. The results indicated that there is full mediation effect of attitude towards message on the relationship between humor and forward intentions.
Organizations are changing the way they do business due to the competitiveness and dynamism of the business environment. Measuring customer satisfaction is a major concern of any industry to excel. Hence key challenge for the telecom sector is how to retain and increase customer’s subscription rate. Service quality is an important factor which has a significant extent to customer’s attitude and customer’s subscription behavior. This study was conducted to examine the relationship between service quality and subscription behavior mediating by customer’s attitude. The relationship between service quality dimensions (tangibility, reliability, assurance, empathy, and responsiveness) along with two additional dimensions convenience and network aspects using modified SERVPERF was investigated by personally administrating a questionnaire to the sample of 400 customers drawn using convenience sampling. The data collected was analyzed using different statistical tools. The findings suggest that service quality, customer’s attitude and customer’s subscription behavior are positively related to each other. It also supports that customer’s attitude toward services mediate the relationship between services quality and customer’s subscription behavior.
Current study highlights the contribution of social currency in developing brand equity and purchase intention, and validate the formative construct of social currency not only to develop brand equity but also to significantly improve customer’s purchase intention. The main objective was to find out the mediating role of brand equity elements in relationship between social currency and purchase intention in smart phone industry. Data was collected from smart phone brand users in Islamabad. 600 questionnaires were distributed and 396 complete responses were received, making a response rate of 66%. Data was analyzed through SPSS and AMOS Graphics. Reliability, Validity, Confirmatory Factor Analysis and Path analysis was performed to test the hypotheses. Results indicated that social currency has a positive and significant impact on brand equity elements (i.e. brand trust, perceived quality and brand image). Also, brand trust, perceived quality and brand image partially mediates the relationship between social currency and purchase intention. This study contributes to social capital and consumer socialization perspective of social currency in developing brand equity and purchase intention. The study also contributes to smart phone industry, and provides guidelines to improve brand equity and purchase intention through social media and engaging customers over the online and offline platforms. At the end, conclusion, limitations, and future research directions are also discussed.
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