Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity

Vahdati, Hojjat; Nejad, Seyed Hadi Mousavi

doi:10.21315/aamj2016.21.2.1

Cited by 50 publications

(48 citation statements)

References 44 publications

(66 reference statements)

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“…This is similar to some studies (e.g. Hadi & Nejad, 2017;Kala & Chaubey, 2018;Kudeshia & Kumar, 2017;Sa, Kanyan, & Nazrin, 2016;Saleem, Anum;Ellahi, 2017;Yusuf et al, 2018) which emphasized the same result of the current research that there is an influence of E-WOM in different degrees on the purchase intention. From the previous explanation, and the hypothesis verification, both viral advertising and E-WOM have an influence on the purchase intention, but viral advertising gained a greater effect than E-WOM.…”

Section: Discussionsupporting

confidence: 92%

“…Besides the study of Saleem et al (2017) about branded fashion sector stated that there is an influence of E-WOM on customer intention; The study of Kudeshia and Kumar (2017) which conducted in the field of electronics stated that positive E-WOM through the SNS' has an effect on customer purchase intention. Hadi and Nejad (2017) conducted a survey in Iran about Mellat bank that came up with the result of the positive impact of E-WOM on customer purchase intention in the banking sector. In North Cyprus behavior intention was examined with E-WOM on Facebook hotel page for five stars' hotels , so the below hypothesis is derived.…”

Section: E-wom and Customer Purchasing Intentionmentioning

confidence: 99%

See 1 more Smart Citation

The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

Sawaftah¹,

Awadallah²

2020

10.5267/j.msl

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This research aims to examine the effects of two viral marketing attributes; namely viral advertising and E-WOM on customer purchase intention. In particular, the authors contemplate the prima facie nature of the relationship by examining brand image and age as contingent boundary conditions (moderator role). The population of the study consists of graduate students in a private Cypriot university. A sample size of 177 participants is recruited using a convenience sampling technique. Multiple linear regression and analysis of variance are the statistical analyses employed to test the developed hypotheses. The findings reveal that viral marketing influenced on customer purchase intention magnified under the moderating role of brand image but age did not affect the relationship. Interestingly, viral advertising had a greater effect on customer purchase intention than E-WOM. Finally, discussions of this research finding in light of academic knowledge are put forward before suggesting future research directions.

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Section: Discussionsupporting

confidence: 92%

Section: E-wom and Customer Purchasing Intentionmentioning

confidence: 99%

The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

Sawaftah¹,

Awadallah²

2020

10.5267/j.msl

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“…Banyak penelitian yang menunjukan rendahnya minat beli menjadi suatu permasalahan di sebuah perusahaan, seperti beberapa penelitian di perusahaan otomotif di Taiwan, Malaysia, Iran, Sri Lanka, dan Amerika Serikat (Wu & Chen, 2014;Seng & Husin, 2015;Vahdati & Nejad, 2016;Karunanayake & Wanninayake, 2015;Flanagin, Metzger, Pure, Markov, & Hartsell, 2014). Penelitian-penelitian tersebut menyatakan bahwa permasalahan minat beli menjadi penting untuk perusahaan memahami perilaku minat beli karena dapat membantu dalam meningkatkan penjualan perusahaan.…”

Section: Pendahuluanunclassified

Persepsi Merek Mewah Untuk Membangun Minat Beli

Nugraha

Hurriyati

Utama

2016

JBME

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ABSTRAKTujuan -untuk mengetahui pengaruh persepsi merek mewah terhadap minat beli. Desain/metodologi/pendekatan -penelitian ini dilakukan pada rentang waktu kurang dari satu tahun, maka desain penelitian yang digunakan adalah cross sectional method. Penelitian ini menggunakan pendekatan deskriptif dan verifikatif dengan metode explanatory survei. Sebanyak 370 responden sebagai sampel menggunakan simple random sampling. Angket penelitian digunakan sebagai instrument penelitian untuk mengumpulkan data dari responden serta teknik analisis data yang digunakan adalah regresi linear sederhana. Temuanpersepsi merek mewah berpengaruh secara signifikan terhadap minat beli. Orisinalitas -perbedaan ditemukan dalam variabel independen, objek dan metode penelitian, populasi dan sampel penelitian, periode penelitian, alat ukur dan hasil penelitian, serta sumber teori dan jurnal asing dan buku asing. Kata kunci: Persepsi Merek Mewah, Minat Beli Tipe artikel : Penelitian ABSTRACT Purpose -This study was conducted to know the effect of luxury brand perception on purchase intention. The design / methodology / approach -this study was conducted over a period of less than one year, the research design used was cross sectional method. This research uses descriptive and verifikatif approach with explanatory survey method. A total of 370 respondents as a sample using simple random sampling. Questionnaire research is used as a research instrument to collect data from respondents and data analysis techniques used are simple linear regression. Findings -the perception of luxury brands have a significant effect on purchase intention. Originality -differences are found in independent variables, research objects and methods, population and sample studies, research periods, measuring instruments and research results, as well as sources of foreign theories and journals and foreign books.

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“…This theory assumes an individual motive to perform behavior as a function of the attitude towards behavior in a certain situation; the norm that ruled behavior in a certain situation and motivation to follow these norms (subjective norm). TRA is very instrumental and practical where an individual personally responsible for purchasing motive [12] [13].…”

Section: Introductionmentioning

confidence: 99%

“…It needs to be recorded that if a consumer does not maintain a good behavior on a product or ignores behavior norm, then they will not have a tendency to purchase a product. There-fore, we try to combine TRA and PEM to evaluate and predict consumer motive accurately [13]. In a simple way, the writers will study the influence of product knowledge and perceived quality towards purchase intention from the perspective of ecofeminists.…”

Section: Introductionmentioning

confidence: 99%

When the Ecofeminists Decide Product to Use: A Simple Analysis on Cloth Diapers Users

Sultan¹,

Hurriyati²,

Aprianti³

2020

Proceedings of the 3rd Global Conference on Business, Management, and Entrepreneurship (GCBME 2018)

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Ecofeminist generation is closely related to ecology crisis which is caused by modernization and industrial civilization. Women who concern towards environment are striving in their daily life to keep earth save and a comfort place to be lived. It will be very interesting to analyze how their behavior to choose a product to be used. At the time when disposable diapers appear to be a practical solution to solve the problem in nursing the baby, ecofeminists prefer to use cloth diapers which is more nature friendly. It is, of course, not an easy preference regarding to the use of cloth diapers which needs more attempts. The aim of this research is to figure out some factors that influence the ecofeminists intention in preferring cloth diapers as a solution in nursing the baby. The technique of data analysis used was double regression analysis. The result of the research showed that product knowledge and perceived quality positively influence towards cloth diapers purchase intention.

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Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity

Abstract: Organizations like banks with the ability to develop an understanding of and capability in

Cited by 50 publications

References 44 publications

The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

Persepsi Merek Mewah Untuk Membangun Minat Beli

When the Ecofeminists Decide Product to Use: A Simple Analysis on Cloth Diapers Users

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