Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality

Zhao, Jiachang; Butt, Rehan Sohail; Murad, Majid; Mirza, Farhan; Al‐Faryan, Mamdouh Abdulaziz Saleh

doi:10.3389/fpsyg.2021.803348

Cited by 17 publications

(8 citation statements)

References 105 publications

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“…Quality of the products refers to consumers’ overall appraisal of the net benefit of a product ( Zhao et al, 2021 ). Asgharian et al (2012) posited that environmentalist trends and international regulations had urged companies to design green products to meet customers’ expectations of green products and promote environmental sustainability.…”

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

Understanding the role of corporate social responsibility and sustainable supply chain management in shaping the consumers’ intention to use sharing platforms

Waris²,

Sun³

et al. 2022

Front. Psychol.

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Sustainable supply chain management (SSCM) in sharing economy platforms supports resource management and achieves environmental sustainability. Corporate social responsibility (CSR) is an essential pillar of sustainability, but the link between CSR and SSCM has been missing in the literature. Therefore, the current study intends to examine the connection between CSR and SSCM practices in sharing economy-based platforms. This study has applied the means-end theory to understand customer intention in the sharing economy. The data of 379 respondents from five main cities of Pakistan have been collected through convenience sampling. Partial least square structural equation modeling (PLS-SEM) has been used to test the proposed conceptual model. The study results show that the corporate social responsibility approach adopted by the sharing economy platforms improves internal supply chain management that drives customers’ intention to use sharing economy platforms. Green concern has a significant moderating effect on customers’ tendency toward environmental issues and solutions. However, findings revealed that eco-design in the sustainable supply chain does not affect customer purchase intention in sharing economy platforms. The study findings provide practical implications to organizations focusing on sustainable supply chain management practices in the sharing economy.

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Section: Literature Review and Development Of Hypothesesmentioning

confidence: 99%

Understanding the role of corporate social responsibility and sustainable supply chain management in shaping the consumers’ intention to use sharing platforms

Waris²,

Sun³

et al. 2022

Front. Psychol.

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“…In recent years, brand loyalty has been one of the most emphasized concepts, and academics and practitioners are convinced of its relevance ( Safeer et al, 2021c ; Chen et al, 2022 ; Zhao et al, 2022 ). Brand loyalty is defined as a consumer’s evaluations and behavioral intentions of the likelihood of purchasing a particular brand ( Safeer et al, 2021c ).…”

Section: Literature Reviewmentioning

confidence: 99%

Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia

2022

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BackgroundIn recent years, technological advancements have increased the importance of innovation activities. Therefore, firms invest millions of dollars in innovation activities to ensure long-term business sustainability. Similarly, consumer concerns have increased dramatically over the past years. Thus, brand loyalty has become a top priority for firms and consumers. In this background, this research examines how firms’ innovation activities translate into consumer brand loyalty to assure business sustainability in Asian markets, particularly China, Pakistan, and Indonesia.ObjectivesThis study’s specific objectives are to comprehend the concept of firms’ innovation activities and their effect on the brand prototype. Examine the effect of the brand prototype on global brand preference, recommendation, and loyalty among Asian consumers. Find out the impact of brand preference on brand recommendations and the influence of brand recommendations on brand loyalty among Asian consumers.Materials and methodsA total of 814 consumers from Asian countries (China, Pakistan, and Indonesia) participated in this study, and structural equation modeling was used to analyze the data.ResultsThe findings indicate that firms’ innovation activities, such as processes, products, and store environment, positively influenced the brand prototype, thereby increasing consumer brand knowledge. Likewise, brand prototype contributes to developing brand preference, brand recommendation, and brand loyalty among Asian consumers. Lastly, consumer brand preference significantly influenced brand recommendation, which positively improves consumer brand loyalty in Asia.ConclusionThis study concluded that Asian (Chinese, Pakistani, and Indonesian) consumers have favorable perceptions of firms’ innovation activities (i.e., process, product, and store environment innovation), which influences their ability to develop brand prototypes to increase consumer brand knowledge. Similarly, brand prototype fosters brand preference, recommendation, and loyalty. Likewise, favorable brand preference encourages consumers to recommend the brand to others, strengthening brand loyalty. Thus, firms should invest in innovation activities to strengthen consumer brand loyalty in Asian markets. Consequently, this study may assist multinational corporations in increasing their business volumes and market shares in Asia.Managerial recommendationsThis study provides important managerial recommendations. The findings revealed that global managers can develop and implement several branding strategies for sustaining their businesses in the Asian environment.

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“…Advertising is an important element of today's industrial society. The existence of the contemporary world relies heavily on advertising, as advertising has the ability to directly influence the mindset of customers and introduce goods or services created by businesses (Srinivasan, 2014;Zhao et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

“…Social media is one of the many media that arise due to changing times. Social media is an internet-based medium that allows users to represent themselves and engage, cooperate, share, communicate, and create virtual social relationships with other users (Tsimonis & Dimitriadis, 2014;Zhao et al, 2022). Social media is a digital medium in which social reality occurs and space-time users interact.…”

Section: Introductionmentioning

confidence: 99%

Analysis of Promotion Effectiveness Using Instagram Social Media at Zaky & Dicky Cafe

2022

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The purpose of this study was to determine whether Zaky & Dicky Cafe's Instagram advertising efforts were effective. Instagram is an image and video sharing program that allows users to take photos, record videos, apply digital filters, and share their creations on various social networking networks. To determine its efficacy on social interaction, researchers used the EPIC analysis model (empathy, persuasion, impact, and communication) and tested it individually using the average score technique. The population and samples were taken from customers of Zaky & Dicky Cafe. Sampling was carried out using a census technique of 300 samples. Results Based on the research, Zaky & Dicky Cafe's marketing with Instagram social media is effective. The Persuation dimension is the highest dimension of the four EPIC Models. Consumers are satisfied with the reality they receive based on the promotion of Zaky & Dicky Cafe using Instagram social media.

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Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality

Cited by 17 publications

References 105 publications

Understanding the role of corporate social responsibility and sustainable supply chain management in shaping the consumers’ intention to use sharing platforms

Understanding the role of corporate social responsibility and sustainable supply chain management in shaping the consumers’ intention to use sharing platforms

Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia

Analysis of Promotion Effectiveness Using Instagram Social Media at Zaky & Dicky Cafe

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