An empirical test of the Causative Markov model of consumer behavior

Seeks to provide empirical support for the “brand personality effect”, that is, the direct influence that brand personality will have on a variety of consumer-driven outcomes. Tests a series of hypotheses using experimental research design with 192 subjects. Support is found for all proposed hypotheses. These findings indicate that brand personality will have a positive influence on product evaluations and that subjects exposed to a brand’s personality will have a significantly greater number of brand associations; significantly greater proportion of brand associations; significantly greater unique brand associations; significantly greater proportion of congruent brand associations; and significantly greater proportion of strong brand associations. This paper conceptually establishes brand personality and empirically demonstrates the brand personality effect on consumer-based outcomes. This finding strengthens the brand personality literature and establishes a baseline study for future empirical research. Brand personality has received levels of research from academics and practitioners alike, but this research presents the first empirical test of the direct effect of brand personality and how it drives consumer behavior.

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CONTENT QUALITY, RELIGIOUS CONSCIOUSNESS, AND BRAND AWARENESS: THE EMPIRICAL EVIDENCE ON ISLAMIC SHARIA PRODUCT

Jurnal Aplikasi Manajemen ◽

10.21776/ub.jam.2021.019.03.10 ◽

2021 ◽

Vol 19 (3) ◽

pp. 572-584

Author(s):

Bayu Sindhu Raharja ◽

Keyword(s):

Consumer Behavior ◽

Structural Equation ◽

Technological Development ◽

Empirical Test ◽

Equation Model ◽

Brand Awareness ◽

Marketing Theory ◽

Content Quality ◽

Religious Consciousness ◽

Antecedent Variable

Technological development pushes the significant role of content in marketing communication. This research aims to seek the effect of content quality on Islamic sharia products’ brand awareness. It is attractive as consumers of Islamic sharia products have more unique characteristics than consumers as usual. For instance, the consumers of Islamic sharia products restrict themselves from consuming a product that is not proper to their religious consciousness. Therefore, this work attempts to introduce the other antecedent variable of spiritual consciousness beyond content quality to reveal how brand awareness appears in Islamic sharia products. So, by employing the covariance-based structural equation model, this study examines the data from 1,429 members of the Islamic community in Indonesia. The result shows that content quality has no significant effect on brand awareness. Instead, the variable of religious consciousness has a positively considerable impact on predicting the level of brand awareness in Islamic sharia product consumption. Indeed, it is decent with the proposed hypothesis of this research. This result shed light on the kind of practice and theoretical implications, such as the empirical test of reconceptualization of the S-O-R model in consumer behavior, implementation of marketing strategy, and development marketing theory on Islamic sharia products. It also gives insight into the development of consumer behavior theory. Further research should extend and focus on consumer purchasing decisions.

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