Millennial consumers' perception of sportswear brand globalness impacts purchase intention in cause-related product marketing

2017 ◽  
Vol 45 (8) ◽  
pp. 1319-1335 ◽  
Author(s):  
Woo-yeul Baek ◽  
Kevin K. Byon ◽  
Young-hwan Choi ◽  
Choon-woo Park

Our purpose in this study was to examine the structural relationships among the perceptions of college-aged millennials of brand globalness, brand–cause fit, firm motive, and purchase intention in regard to cause-related marketing (CRM) of a product in the sportswear industry. A convenience sample of college students (N = 382) at two universities in a metropolitan city of South Korea participated in the study. Results showed that the college-aged millennials' perception of brand globalness influenced their perceptions of brand–cause fit and firm motive and, subsequently, their purchase intention of a CRM product. In addition, we found that college-aged millennials' perceived brand–cause fit had a positive influence on both perception of firm motive and purchase intention toward the CRM product, and, that firm motive perception partially mediated the relationship between brand–cause fit perception and purchase intention. Consequently, the findings extend previous studies on CRM effectiveness and provide a useful rationale for making managerial decisions when implementing a CRM campaign in sportswear firms.

2017 ◽  
Vol 23 (14) ◽  
pp. 1736-1745 ◽  
Author(s):  
Trevor D. Pinho ◽  
Patricia H. Manz ◽  
George J. DuPaul ◽  
Arthur D. Anastopoulos ◽  
Lisa L Weyandt

Objective: The current study examines (a) whether ADHD among college students is associated with differences in perceptions of quality of life (QoL); (b) the moderating roles of comorbidity, drug use, psychopharmacological treatment, and psychosocial treatment; and (c) the total impact of these variables on QoL. Method: Participants were college students with and without ADHD ( N = 372) in a longitudinal study. Results: College students with ADHD were more likely to assert negative global QoL evaluations relative to non-ADHD peers. The relationship between ADHD and QoL was not altered as a function of medication treatment, comorbid psychopathology, psychosocial treatment, or drug use. Conclusion: College students with ADHD behave similarly to other adults with ADHD in that they make lower subjective global evaluations of their QoL relative to their non-ADHD agemates. Other factors associated with ADHD and QoL do not appear to moderate this relationship.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaizatulaqma Kamalul Ariffin ◽  
Nur Qistina Ihsannuddin ◽  
Ainul Mohsin Abdul Mohsin

Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention. Design/methodology/approach The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling. Findings The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention. Practical implications Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs. Originality/value This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.


2015 ◽  
Vol 21 (4) ◽  
pp. 751-755
Author(s):  
Retno Dewanti ◽  
Ishak Ismail ◽  
Malliga Marimutu

Most studies argue that the implementation of relationship like customer relationship management (CRM) may represent the difference between the success and failure of retailing organization. The purposes of this research is: (1) to test the new construct of CRM based on elements of social media related to the customer relationship, (2) to investigate the relationship between CRM and purchase intention, (3) to investigate the relationship between purchase intention and customer loyalty, (4) to examine the effect of purchase intention as a mediating role between CRM and customer loyalty, (5) to examine psychological distance as the moderating role between CRM and purchase intention. The conceptual focus of CRM model is to see the effectiveness of using social media to create purchase intention and their impact on customer loyalty. This research used SEM analysis with Smart PLS 2.0 version to test the validity and reliability of the data. The data sample is collected from Twitter and Facebook users. The results indicated that the CRM has a positive influence on purchase intention. On the other hand, purchase intention has a positive effect on customer loyalty and at the same time, it played a mediating role between CRM and customer loyalty. Psychological distance was moderated by CRM and purchase intention. The four hypotheses are supported. The limitation of this research is that it is only confined to Twitter and Facebook users that usually go to hypermarkets in five biggest malls in Jakarta.


2010 ◽  
Vol 106 (1) ◽  
pp. 131-133 ◽  
Author(s):  
Chad Edwards ◽  
Scott A. Myers

Using a convenience sample, 172 college students' ( M age = 20.2 yr., SD = 2.5) motives for communicating with their instructors and their own verbal aggressiveness and argumentativeness were studied using the Argumentativeness Scale, the Verbal Aggressiveness Scale, and the Student Motives to Communicate Scale. Significant negative relationships were obtained between students' self-reports of argumentativeness and the sycophantic motive and between students' self-reports of verbal aggressiveness and the functional motive, but generally, students' motives to communicate with their instructors generally were not associated with their self-reported aggressive communication behaviors.


Author(s):  
Kathryn Beckstein ◽  
Elizabeth Britton ◽  
Codee Colby ◽  
Emily Rehmel ◽  
Sara Best

Purpose: The purpose of this case-series study was to assess the relationship between three instructional methods that fall within the parameters of the revised Accreditation Council for Occupational Therapy Education fieldwork objective C.1.9 and perceived student competence and confidence in providing therapy services in a behavioral health setting. Methods: The study included a convenience sample of (n=49) graduate students enrolled in an entry-level Doctor of Occupational Therapy program and a Doctor of Physical Therapy program in the Midwest. The participants attended a presentation on bipolar disorder and were randomly assigned to engage in one of three instructional methods: (a) lived experience academics, (b) problem-based learning, and (c) standardized patients to further learn about bipolar disorder. Results: Analyses revealed no significant interaction effects on competence across instructional methods but did reveal significant main effects of group and time on confidence. Confidence increased across all instructional methods and exhibited a significant difference between the lived experience academics and standardized patient. Significance: The study results demonstrate a need for further research on how to best prepare occupational therapy students for behavioral health settings


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yiching Lin

Purpose This study aims to investigate the relationship between project management competency, job motivation and performance in people engaged in electronic commerce (e-commerce). A questionnaire was developed for e-commerce workers in various professional aspects including business strategy planning, content management and design, sales services, marketing business sales, host settings, analysis and management. A total of 299 valid questionnaires were retrieved. Multiple regression analysis was applied to the testing and analysis on important competences for project management and the factors influencing job performance. Design/methodology/approach In this study, the related indexes are measured mainly through appropriate questionnaire design and the questionnaires were mainly distributed among employees and managers of the e-commerce enterprises. Tables 5–1 provide the personal profiles of the e-commerce personnel. A total of 350 questionnaires were distributed and 320 questionnaires were returned. After the 320 questionnaires were sorted and categorized, 21 incompletely-filled and invalid questionnaires were excluded, for a total of 299 valid questionnaires that were returned. Based on the quantitative data obtained from the returned valid questionnaires, files were created and statistical analyzes were conducted by the computerized statistical software statistical product and service solutions 21. According to the research question and nature of this study, the present study mainly adopted statistical methods, including descriptive statistical analysis, reliability analysis, Pearson’s correlation analysis and regression analysis. Findings The results suggested that the project management competency of those engaged in e-commerce had a positive influence on their work performance. The capabilities in the management of integration, scope and procurement were significantly important factors identified in this study. In addition, the internal and external motivations of those engaged in e-commerce had a positive influence on work performance, and thus, facilitated their influence on the project management competency. The results and statistical analysis could be a reference in e-commerce-related business management and serve as the basis for evaluation of the training of project management competencies for those engaged in e-commerce and further improvements of human capitals and corporate competitive advantages. Originality/value This study used literature on project management competence and job performance as a foundation; previous studies argue that project management competence has a positive correlation with job performance. Empirical results reveal that among the e-commerce personnel, most dimensions of project management competence are significantly correlated with job performance. This study reveals that stakeholder management competence, the newly introduced 10th dimension of project management competence, is also significantly correlated with job performance. Therefore, study results reveal that project management competence has a significant positive correlation with job performance. In this study, the two constructs of internal motivation and external motivation in job motivation are introduced for use as disturbing factors. Empirical results reveal that internal motivation and external motivation have a significant positive disturbing effect with respect to the influence of cost management competence and human resource management competence on job performance. Hackman and Oldham (1975) contend that the jobs calling for a variety of skills can boost the job motivation of employees. Study results reveal that job motivation is of great importance to the influence of project management competence on job performance and can be used as the basis for improving job performance.


2017 ◽  
Vol 10 (1) ◽  
pp. 156
Author(s):  
Heun-Keung Yoon

PURPOSE: This study is a descriptive survey study aiming to examine the internal, external, and social images of nurses as perceived by Korean college students and clarifying the relationship between these images.METHODS: This study was performed using a structured questionnaire from May 2 to 14, 2016. Data were collected from 221 college students and were statistically interpreted using t-test, one-way ANOVA, and Pearson's correlation coefficient.RESULTS: The study results are as follows: First, the internal image of nurses was scored at 3.46 points, the external image at 2.78, and the social image at 2.76. Second, a significant positive correlation was found between the internal, external, and social images as well as between the external and social images, implying the importance of both internal and external images of nurses.CONCLUSION: The results of this study are expected to be used as a reference base for devising strategies and measures for the enhancement of internal, external, and social images of nurses for future healthcare consumers.


2020 ◽  
Vol 12 (8) ◽  
pp. 3183
Author(s):  
Woo-yeul Baek ◽  
Hyun-seok Song ◽  
Doo-Han Kim ◽  
Kevin K. Byon

Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans’ embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans’ perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans’ altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans’ perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans’ altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team’s CRM campaign as cause-oriented and show their support for the campaign.


2020 ◽  
Vol 12 (16) ◽  
pp. 6619
Author(s):  
Xiangzhi Bu ◽  
Hoang Viet Nguyen ◽  
Tsung Piao Chou ◽  
Chia-Pin Chen

This study investigates factors that predict consumers’ perceptions of healthiness of organic tea. Furthermore, this study also examines the relationship between perceived healthiness and purchase intention with the mediating role of consumers’ attitudes toward organic tea. Because China has been the largest producer and the largest market of the global tea market, this study collects sample data from consumers at different tea stores in China. Using structural equation modelling to analyze data, results indicate that product quality, consumer service, in-store experience, store prestige, and store innovativeness are important predictors of consumers’ perceptions of healthiness of organic tea. Furthermore, results show that perceived healthiness has a positive influence on purchase intention toward organic tea. Consumers’ attitudes toward organic tea also has a positive mediating effect into this relationship.


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