Browse Items (12 total)
Sort by:
Downward price-based luxury brand line extension: Effects on premium luxury buyer’s perception and consequences on buying intention and brand loyalty
This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury…
Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories
Several research attempts contributed to the literature related to lifestyle market segmentation mainly aimed to define lifestyle segments on a given product/service market in a positivist perspective. However, there is a lack of research interest on…
The effect of corporate bankruptcy reorganization on consumer behaviour
The objective of this study is to compare the effects of a company’s perceived levels of trust, reputation, risk perception, and quality, on consumers’ purchasing intention in two contexts. The first context posits a company in stable financial…
Pengaruh Endorsement, Content Marketing, dan Trust Influencer Rachel Vennya Terhadap Purchase Intention Pada Followers Instagram
Hasil penelitian memiliki tujuan guna menganalis Pengaruh Endorsement, Content Marketing, serta TrustTerhadap Purchase Intention Pada Followers Instagram Rachel Vennya di seluruh wilayah Indonesia. Populasi penelitian ini adalah followers Instagram…
PURCHASE INTENTION BEHAVIOR IN CO-BRANDING PRODUCTS WITH SOCIAL MEDIA AS A MODERATING VARIABLE
This research aims to investigate the influence of co-branding on consumer attitudes and purchase intentions, with social media as a moderating variable. This study focuses on the Hard13 Noir Low
and High co-branded products, with a sample of 200…
and High co-branded products, with a sample of 200…
WHY DO GAMERS PURCHASE VIRTUAL ITEMS IN MOBA GAMES?
This study explores and analyzes multiplayer online battle arena (MOBA) gamers’ motivation, experience and purchasing behavior in purchasing virtual items. A purposive sampling method was
employed and there was a total of 469 respondents…
employed and there was a total of 469 respondents…
THE EFFECT OF BRAND ATTACHMENT, BRAND EXPERIENCE, AND SELF-IMAGE CONGRUENCE ON THE PURCHASE INTENTION OF LUXURY BRAND
This study empirically builds a conceptual model that describes the effects of brand attachment, selfimage congruence, and brand experience on purchase intention. The focus of this research is to
examine the debate over the findings of previous…
examine the debate over the findings of previous…
MILLENNIALS' INTENTION TO BUY FASHION PRODUCTS AT SHOPEE DURING THE PANDEMIC OF COVID-19
This study aims to analyze the influence of celebrity endorsers and eWOM on consumer purchase intentions, with the brand image as a mediating variable. The research population consisted of
millennial consumers in Pontianak who had never bought…
millennial consumers in Pontianak who had never bought…
THE IMPACT OF CUSTOMER ENGAGEMENT ON PURCHASE INTENTION: CUSTOMER VALUE CREATION AS AN INTERMEDIARY
This research aims to examine the influence of customer engagement on businesses' social media accounts on purchase intention, with social value, hedonic value, and co-creation value as mediating variables. The sampling technique employed purposive…
PERAN MEDIASI SIKAP HEDONIS DAN UTILITARIAN DALAM MEMPENGARUHI HUBUNGAN KETERLIBATAN AFEKTIF DAN KOGNITIF TERHADAP NIAT BELI PRODUK APPLE
This study aims to examine the effect of affective and cognitive engagement on purchase intentions on Apple-branded products with Hedonic and utilitarian attitudes as mediating factors. The data source applied to this research is primary data. The…