Impact of advertising puffery and celebrity trustworthiness on attitude and purchase intent: a study on Indian youth

Abstract

PurposeGround handling services are important for effective aircraft operations in the air transportation system. Airlines often outsource these services to ground handling agents through business-to-business (B2B) marketing decisions. Therefore, this paper aims to address the problem of ground handling agent selection in the airline industry.Design/methodology/approachA real-world case study was carried out to demonstrate the applicability of the integrated Best Worst Method and fuzzy multi-attribute ideal real comparative analysis (F-MAIRCA) approach to solve ground handling agent selection problems under uncertainty and imprecision. A two-stage sensitivity analysis was also conducted to ensure the credibility and validity of the application.FindingsIn the weighting stage, “Quality” was determined as the most important criterion in terms of supplier performance. With regard to the performance of the ground handling agents, A2 was found as the optimal supplier in terms of both credibility and validity.Practical implicationsThis study enumerated several criteria that ground handling agents must meet in order to effectively supply services for the airlines. In addition, this study provides a novel framework from which managers can gain additional benefits from their businesses. Finally, it is concluded that this approach will help airline managers quantitatively in choosing the most appropriate ground handling agent.Originality/valueThe contributions of this study to the existing literature are in twofold. First, the authors propose a novel multiple attribute decision-making (MADM) approach to address the problem of supplier selection for airlines under uncertainty and imprecision. Second, the selection of ground handling agents from the B2B perspective is addressed for the first time in the literature.

The Effect of Trustworthiness to Increase Brand Trust and Purchase Intention on Social Media Promotion based on Theory of Persuasion in Generation Z

“…Trustworthiness is an important ingredient in long-term buyer-seller relationships that reflects the willingness to rely on exchange partners (Sampet et al, 2023). A more refined definition of trust is "a consumer's perception of the honesty, integrity, and trustworthiness of an endorser" (Punjani & Kumar, 2021). Influencers make followers believe that they will benefit from their relationship with the influencer (Ao et al, 2023).…”

Impact of advertising puffery on purchase intention and brand loyalty of young adults

“…Brand loyalty is significantly influenced by attitudes toward advertising (Mills & Williams, 2016). Previous studies have investigated the mediating role of attitudes toward advertising in different contexts (Kumar & Tripathi, 2022; Punjani & Kumar, 2021).…”

“…The findings of Amyx and Lumpkin (2016), Gao and Scorpio (2011), and Punjani and Kumar (2021) have indicated that the use of advertising puffery creates a negative impact. In contrast, research studies by Cowley (2006), Chakraborty and Harbaugh (2014), Gao and Scorpio (2011), Kamins and Marks (1987), and Toncar and Fetscherin (2012) have reported a positive impact of advertising puffery.…”

Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and

“…An intensive study related to the relationship between consumer attitudes on consumer purchase intention has been conducted by previous studies and found a significant relationship between these constructs (Arora & Agarwal, 2020;C.-W. Chen et al, 2021;Punjani & Kumar, 2021). Nizam et al (2018) examined the implications of online advertising on consumer attitudes and their impact on actual behavior has been carried out in emerging markets.…”