What's inside matters: The impact of ingredient branding on consumers' purchasing behaviours in services

Turan, Ceyda Paydas

doi:10.1016/j.jretconser.2021.102690

Cited by 7 publications

(2 citation statements)

References 95 publications

(171 reference statements)

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“…The case study by Moon and Sprott (2016) [31] showed that when fashion brands and brands from other sectors unite, consumers' perceived brand image fit positively influences purchase intentions for co-branded new products. The study by Paydas (2021) [21] showed that brand alliances of different product types positively influence consumers' perceptions of product quality and enhance willingness to purchase the product.…”

Section: Crossover Alliance Of Fashion Brandsmentioning

confidence: 99%

“…This is because companies channel offline activities and online streams into cyber environments, where they can track consumers' digital footprints more accurately and further delve into customer preferences [18]. However, existing research on fashion brand alliances only focuses on the effects on consumers' behavioral decisions such as purchase intention [19,20], payment premium [21], and willingness to recommend to others [22]. In the meantime, the understanding of consumers' online brand engagement remains limited, and little exploration has been conducted on the relationship between fashion brand crossover alliances and consumers' online brand engagement.…”

Section: Introductionmentioning

confidence: 99%

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Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception

Cai

Zhang

et al. 2023

Sustainability

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In recent efforts, instead of the conventional co-branding marketing approach, many fashion brands have tried to break through the original image by applying a crossover alliance method, and have achieved good results in practice. However, whether this kind of alliance can effectively enhance consumers’ online brand engagement is still a key question to be addressed. Using the S-O-R model, the paper introduces two mediating variables, novelty perception and hedonic perception, to explore the potential mechanism of brand image differences and product type differences on consumers’ online brand engagement under the background of a crossover alliance of fashion brands. This study shows that (1) brand image differences and product type differences positively affect consumers’ novelty perceptions and hedonic perceptions, and (2) such positive perceptions facilitate online brand engagement of consumers.

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Section: Crossover Alliance Of Fashion Brandsmentioning

confidence: 99%