Owner endorsement of brands and consumer buying intentions
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Received October 13, 2021;Accepted April 14, 2022;Published April 26, 2022
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Author(s)Link to ORCID Index: https://orcid.org/0000-0002-3216-6131Link to ORCID Index: https://orcid.org/0000-0002-8042-7375Link to ORCID Index: https://orcid.org/0000-0003-4781-7993Link to ORCID Index: https://orcid.org/0000-0002-0513-0010
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DOIhttp://dx.doi.org/10.21511/im.18(2).2022.08
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Article InfoVolume 18 2022, Issue #2, pp. 85-98
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Cited by2 articlesJournal title:Article title:DOI:Volume: / Issue: / First page: / Year:Contributors:Journal title: Business Systems Research JournalArticle title: Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?DOI: 10.2478/bsrj-2023-0017Volume: 14 / Issue: 2 / First page: 158 / Year: 2023Contributors: Vesna Sesar, Anica Hunjet, Ivana Martinčević
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Advertisers regularly utilize endorsers as credible sources to conciliate purchaser awareness, customer attitude, and buying objectives. The current paper aims to examine the influence of owner endorsers’ expertise, knowledge, integrity, familiarity, and credibility on consumers’ buying decisions and purchase intentions. The population of this study includes customers of prominent gold and diamond jewelry brands in the southern part of India. The data are subjected to quantitative examination. A comprehensive review was undergone to make a situational analysis. A multi-stage sampling approach was administered to collect the feedback of respondents from the southern states of India. The samples were analyzed using statistical tools like multiple regression and structural equation modeling to find the model fit and relationships among different variables. The outcome of the study highlights that brand endorsers’ expertise, integrity, and credibility play a vital role in conveying trustworthiness and genuineness about the product and its usage. This study also contributed insights into the implication of owners’ endorsement by influencing buying decisions and purchase intentions of jewelry customers.
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JEL Classification (Paper profile tab)M31, M37
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References61
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Tables5
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Figures1
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- Figure 1. Owner’sendorsement impact
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- Table 1. Framework of constructs
- Table 2. Demographic data
- Table 3. Customer perception toward promoters
- Table 4. Customer attitude toward promoters
- Table 5. Hypothesis testing
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Conceptualization
N V Sriranga Prasad, Vijayakumar Gajenderan
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Data curation
N V Sriranga Prasad, Habeeb Ur Rahiman, Nishad Nawaz, Vijayakumar Gajenderan
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Formal Analysis
N V Sriranga Prasad, Habeeb Ur Rahiman, Nishad Nawaz, Vijayakumar Gajenderan
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Investigation
N V Sriranga Prasad, Nishad Nawaz
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Project administration
N V Sriranga Prasad, Habeeb Ur Rahiman, Nishad Nawaz
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Visualization
N V Sriranga Prasad
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Writing – review & editing
N V Sriranga Prasad, Nishad Nawaz, Vijayakumar Gajenderan
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Methodology
Habeeb Ur Rahiman, Nishad Nawaz, Vijayakumar Gajenderan
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Software
Habeeb Ur Rahiman, Vijayakumar Gajenderan
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Supervision
Habeeb Ur Rahiman, Nishad Nawaz, Vijayakumar Gajenderan
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Validation
Habeeb Ur Rahiman
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Resources
Nishad Nawaz
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Conceptualization
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The impact of the COVID-19 outbreak on the Indian stock market – A sectoral analysis
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The impact of the COVID-19 pandemic on retailer performance: empirical evidence from India
Amgad S.D. Khaled , Nabil Mohamed Alabsy , Eissa A. Al-Homaidi , Abdulmalek M.M. Saeed doi: http://dx.doi.org/10.21511/im.16(4).2020.11Innovative Marketing Volume 16, 2020 Issue #4 pp. 129-138 Views: 3387 Downloads: 5857 TO CITE АНОТАЦІЯThe study aims to synthesize the challenges that retailers are facing during the COVID-19 emergency. The research is definitive, informative, and based on a single design of cross-sectional research. Quantitative data based on the research instrument were produced (a questionnaire). Five hundred responses were collected from employees of major retail stores in India. Retailer performance is considered a dependent variable, whereas employee well-being, customer and brand protection, use of technology, government policies, and supply chain are used as independent variables. The current study results indicated that employee well-being and government policies have a significant positive impact on retailer performance, while customer and brand protection, use of technology, and supply chain have a significant positive impact on retailers’ performance. This study will help retailers develop strategies for their employees to protect them and understand that technology is needed in the new normal times. This study highlights the need to be flexible in executing strategic strategies, but retailers need to develop comprehensive action plans, including selecting managers of initiative and defining goals and deadlines. Provided that retailers’ current reality is different from the old normal, no time is lost in taking audacious action.
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Andhy Setyawan , Noermijati Noermijati , Sunaryo Sunaryo , Siti Aisjah doi: http://dx.doi.org/10.21511/ppm.16(2).2018.13Problems and Perspectives in Management Volume 16, 2018 Issue #2 pp. 145-154 Views: 3165 Downloads: 1062 TO CITE АНОТАЦІЯThis research reveals the factors explaining the purchase intention toward green products among young consumers. Young consumers are beginner consumers who are going to play an important role to take a responsibility in preserving the environment. Theory of Planned Behavior (TPB) is selected as the main theoretical framework in this research alongside some other variables (environmental concern, environmental knowledge, and willingness to pay), which are added in the research model to expand TPB application. Three hundred and twenty-six respondents were interviewed through a survey and the data are analyzed using Structural Equation Modeling (SEM).
The findings illustrated that not every explanatory variable influenced the purchase intention toward green products among young consumers. Environmental concern and attitude did not influence the purchase intention toward green products among young consumers.