Abstract:Purpose
The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR.
Design/methodology/approach
The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: desc… Show more
“…A measurement of brand trust is based on six items adapted from the study of Kabadayi and Alan (2012) and Mosavi and Kenarehfard (2013). Finally, Purchase Intention is measured by five items adapted from Mhlophe (2016) and Lee (2018). Required data for the study are collected through questionnaire, the type of measurement using 5-point Likert scale with anchors ranging from "strongly disagree" to "strongly agree".…”
This paper investigates the impact of social media marketing on brand image and brand trust toward the purchase intention of Indonesian Male's Skincare. The study proposes a model that shows the effect of skincare marketing strategies through social media for male millennials generations. A quantitative approach is used to collect the data to support the model using online surveys. The data samples are collected from 203 male respondents using non-probability sampling techniques with convenience sampling method. The results are analysed with PLS-SEM methodologies by Smart-PLS, considered to be applied when the research is exploratory. The research result shows that social media marketing had a significant impact on brand image and brand trust. Moreover, brand trust and brand image had significant impacts on purchase intention. With brand image and brand trust 56.1 percent explained the purchase intention, 53.6 percent social media marketing explained the brand image, and 65.4 percent of the social media marketing explained the brand trust as well.
“…A measurement of brand trust is based on six items adapted from the study of Kabadayi and Alan (2012) and Mosavi and Kenarehfard (2013). Finally, Purchase Intention is measured by five items adapted from Mhlophe (2016) and Lee (2018). Required data for the study are collected through questionnaire, the type of measurement using 5-point Likert scale with anchors ranging from "strongly disagree" to "strongly agree".…”
This paper investigates the impact of social media marketing on brand image and brand trust toward the purchase intention of Indonesian Male's Skincare. The study proposes a model that shows the effect of skincare marketing strategies through social media for male millennials generations. A quantitative approach is used to collect the data to support the model using online surveys. The data samples are collected from 203 male respondents using non-probability sampling techniques with convenience sampling method. The results are analysed with PLS-SEM methodologies by Smart-PLS, considered to be applied when the research is exploratory. The research result shows that social media marketing had a significant impact on brand image and brand trust. Moreover, brand trust and brand image had significant impacts on purchase intention. With brand image and brand trust 56.1 percent explained the purchase intention, 53.6 percent social media marketing explained the brand image, and 65.4 percent of the social media marketing explained the brand trust as well.
“…Meskipun tidak berwujud, merek dapat dinilai secara finansial. (Lee & Lee, 2018). Citra merek adalah persepsi di benak pelanggan kesan yang baik terhadap suatu merek, kesan yang baik dapat muncul jika merek memiliki keunggulan unik, reputasi baik, populer, dapat dipercaya dan bersedia memberikan layanan terbaik (Fianto et al, 2014).…”
Section: Kajian Pustaka Dan Hipotesis Price Consciousnessunclassified
“…Rumokoy et al (2015), mengatakan merek adalah aset yang paling berharga untuk perusahaan, di mana ia mewakili produk atau layanan. Merek lebih dari dari sekadar nama dan simbol, merek memiliki hubungan antara perusahaan dan pelanggan (Lee & Lee, 2018). Ketika konsumen meyakini bahwa merek tersebut memiliki citra yang baik, konsumen akan meyakinkan konsumen lainnya bahwa merek tersebut memiliki kualitas dan mempengaruhi minat beli dari pelanggan (Lee & Lee, 2018).…”
Section: Pengembangan Hipotesisunclassified
“…Ketika konsumen meyakini bahwa merek tersebut memiliki citra yang baik, konsumen akan meyakinkan konsumen lainnya bahwa merek tersebut memiliki kualitas dan mempengaruhi minat beli dari pelanggan. Temuan ini mendukung peneliti Lee & Lee (2018) bahwa brand image memiliki pengaruh positif terhadap purchase intention. Brand image dinilai responden sebagai berikut: sepeda motor merek Honda memiliki nama yang terkenal 8,29, saya paham bahwa sepeda motor merek Honda selalu berusaha untuk mengembangkan produknya secara inovatif 8,02, ketika saya melihat iklan merk Honda langsung terpikirkan akan produk yang irit dan berkualitas 8,08, sepeda motor Honda memiliki penggunaan emisi bahan bakar yang lebih irit di bandingkan dengan sepeda motor merek lainya 8,35, dan sepeda motor Honda terkenal dengan mesin yang handal dan tahan lama 8,18.…”
Section: Pembahasanunclassified
“…sangat mungkin dijadikan oleh masyarakat sebagai acuan untuk menilai manakah perusahaan yang cukup dikenal oleh masyarakat dan mereknya memiliki reputasi yang baik untuk mengeluarkan suatu produk (Lee & Lee, 2018).…”
Tujuan penelitan ini adalah untuk tentang pengaruh priceconsciousness, brand image, accessibility dan social valueperceptionistterhadap purchase intention sepeda motorhonda pada Dealer Cendana Motor Honda di kota Kendal.Penelitian ini dilakukan pada calon pengguna sepedamotor Honda dengan anggota sampel 100 responden,Instrumen penelitian yang berupa kuisioner denganskalalikert 1-10. Metode analisis yang digunakan adalah teknikanalilis data menggunakan regregsi linier berganda yangdidukung dengan koefisien determinasi dan uji t, serta ujiasumsi klasik yang terdiri dari uji normalitas, ujiheteroskedastisitas dan uji multikolonieritas.Hasil penelitian menunjukkan bahwa variable priceconsciousness tidak berpengaruh terhadap purchaseintention sepeda motor honda pada Dealer Cendana MotorHonda di Kota Kendal. kemudian variabelbrand imageberpengaruh terhadap purchase intention sepeda motorhonda pada Dealer Cendana Motor Honda di Kota Kendal.variabel accessibility tidak berpengaruh terhadap purchaseintention sepeda motor honda pada Dealer Cendana MotorHonda di kota Kendal. Dan variable terakhir yaitu social valuetidak berpengaruh terhadap purchase intention sepeda motorhonda pada Dealer Cendana Motor Honda di kota Kendal.Kata Kunci:Price Consciousness, Brand Image, Accessibility, Social Value Perceptionist Dan Purchase Intention
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