Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

2020 ◽  
Author(s):  
Xian Liu ◽  
Barbara Loken ◽  
Liangyan Wang
Keyword(s):  
Purchase Intentions ◽  
Brand Attitudes ◽  
Luxury Brand ◽  
Self Construal

The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

1986 ◽  
Vol 23 (2) ◽  
pp. 130-143 ◽  
Author(s):  
Scott B. MacKenzie ◽  
Richard J. Lutz ◽  
George E. Belch
Keyword(s):  
Empirical Research ◽  
Structural Equations ◽  
Purchase Intentions ◽  
Affective Responses ◽  
The Other ◽  
Advertising Effectiveness ◽  
Data Sets ◽  
Brand Attitudes ◽  
Mediation Hypothesis

Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.

Advertising Claim Objectivity: Antecedents and Effects

1993 ◽  
Vol 57 (4) ◽  
pp. 100-113 ◽  
Author(s):  
William K. Darley ◽  
Robert E. Smith
Keyword(s):  
Marketing Research ◽  
Elaboration Likelihood Model ◽  
Purchase Intentions ◽  
Elaboration Likelihood ◽  
Brand Attitudes ◽  
Broadcast Media ◽  
Independent Variables ◽  
Likelihood Model ◽  
Central Route

The authors examine the role of advertising claim objectivity under central route processing conditions. Past studies are reviewed and two distinct components of claim objectivity are identified: attribute tangibility and factualness of description. Specific predictions are made concerning the effects of claim objectivity on perceived ad credibility, brand beliefs, ad attitudes, brand attitudes, and purchase intentions. Using the Elaboration Likelihood Model different results are predicted for print and broadcast media. A study is conducted in which the degree of claim objectivity (objective, subjective, and mixed) and the type of media (radio or print) are manipulated as independent variables while various message and consumer variables are controlled or measured as covariates. Results show that both tangibility and factualness contribute to claim objectivity effects, that objective claims are more effective than subjective claims, and that no content differences emerge between print and radio media. Implications for marketing research and practice are discussed.

Individual Differences in the Name Similarity Effect

2014 ◽  
Vol 35 (2) ◽  
pp. 111-118
Author(s):  
Daniel J. Howard ◽  
Roger A. Kerin
Keyword(s):  
Individual Differences ◽  
Impression Management ◽  
Interactive Effect ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Self Monitoring ◽  
Similarity Effect ◽  
And Behavior ◽  
Usage Context

The name similarity effect is the tendency to like people, places, and things with names similar to our own. Although many researchers have examined name similarity effects on preferences and behavior, no research to date has examined whether individual differences exist in susceptibility to those effects. This research reports the results of two experiments that examine the role of self-monitoring in moderating name similarity effects. In the first experiment, name similarity effects on brand attitude and purchase intentions were found to be stronger for respondents high, rather than low, in self-monitoring. In the second experiment, the interactive effect observed in the first study was found to be especially true in a public (vs. private) usage context. These findings are consistent with theoretical expectations of name similarity effects as an expression of egotism manifested in the image and impression management concerns of high self-monitors.

Self-Awareness as a Strategy for Self-Improvement? The Role of Self-Construal

2006 ◽  
Author(s):  
Kristy K. Dean ◽  
Wendi L. Gardner ◽  
Swathi Gandhavadi
Keyword(s):  
Self Awareness ◽  
Self Construal

Do Augmented and Virtual Reality Technologies Increase Consumers’ Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals

2021 ◽  
pp. 0887302X2199428
Author(s):  
Hyejune Park ◽  
Seeun Kim
Keyword(s):  
Virtual Reality ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Cognitive Elaboration ◽  
Mediating Role ◽  
Virtual Store ◽  
Shopping Goals ◽  
The Way

The purpose of this study is to examine the effects of the “virtual try-on” technology (AR) and the “3D virtual store” (VR) incorporated in an apparel retail website on purchase intentions. This study highlights the mediating role of cognitive elaboration in the process through which these technologies influence purchase intentions, and examines the way consumers’ shopping goals (searching vs. browsing) interact with the website technology and influence their responses. The two experiments demonstrated that, for browsers, the website with VR was more effective in increasing purchase intentions than were the website with AR or a regular website with no technology, while for searchers, both the website with AR and the website with VR were more effective than was a regular website. In addition, cognitive elaboration mediated the interaction between a technology and a shopping goal on purchase intentions for browsers, while such a mediating effect was not found in searchers.

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