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Browsing by Subject "purchase intention"
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Item A Brand Loyalty Model Utilitizing Team Identification and Customer Satisfaction in the Licensed Sports Product Industry(2010) Lee, Soonhwan; Shin, Hongbum; Park, Jung-Jun; Kwon, Oh-RyunThe purpose of this study was to investigate the relationship among the attitudinal brand loyalty variables (i.e., cognitive, affective, and conative components), team identification, and customer satisfaction by developing a structural equation model, based on Oliver's (1997) attitudinal brand loyalty model. The results of this study confirmed the study of brand loyalty stages by Oliver (1997) involving development of a brand loyalty process. Results supported the finding that consumers' strong beliefs about brand quality have increased the degree of "liking". In turn, results indicate a positive intention or commitment to repurchase a particular item. Therefore, this study emphasizes the importance of measuring attitudinal brand loyalty to identify attitudinal brand loyal customers and better understand their repurchasing intentions in the sports licensed product industry. Furthermore, this study showed the significant mediating effect of cognitive and affective brand loyalty in the relationship between customer satisfaction and conative brand loyalty.Item Factors Influencing Consumer's Intention to Buy Counterfeit Products(2015) Basu, Mathumita Mukherjee; Basu, Sumit; Lee, JungKookThere are several factors which influence consumers to buy counterfeit products. Today, any product in any nation is vulnerable to this malady. Counterfeits are packaged and labeled to resemble the original brand-name and generic products. Therefore, fake products often illusion the consumers to thinking that they are buying authentic goods. Counterfeits are a real and looming threat to all manufacturers. Counterfeit policing measures are yet to mature and become omnipresent. With this background information, it is noteworthy to observe how the Theory of Reasoned Action (TRA) could help identify the factors responsible for influencing behavioral intentions of a consumer towards purchasing counterfeit products. The present study reviews existing literature on counterfeit products, identifies potential improvements, and provides further insight into consumer motives behind the purchase of counterfeits. Six primary factors that influence counterfeit purchase have been identified and the TRA has been applied to investigate the impact of these factors on consumer behavioral patterns. The factors are (1) social motivation, (2) personal gratification, (3) perception, (4) value, (5) brand loyalty, and (6) ethics. The ‘influence of society’ and ‘value for money’ have been identified as the top two reasons that motivate consumers to buy fake products based on a survey conducted. A mathematical ‘covariate interactions’ analysis as well as a Chi-square regression analysis corroborated the same finding- identifying the top two factors that most strongly influence a customer’s ‘Intent to purchase’. A logistic regression analysis was run on the survey results that yielded a mathematical expression which can predict how likely a customer is to buy a counterfeit [p(Y)]. The proposed correlation matches the obtained survey data very well.