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Research Article
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Year 2024, Volume: 10 Issue: 27 & 28 -Joint Issue, 45 - 51, 03.05.2024

Fahimeh Mohammad Hassan , Mohammad Hami

https://doi.org/10.5281/zenodo.11002283

Abstract

References

  • Akhter, W. Abbas, A. S. & et al. (2010) factors affecting customer Loyalty in Pakistan. African Journal of Business Management vol. 5(4), pp.1167-1174.
  • Alex R. Zablah. (2010), The relative importance of brands in modified rebuy purchase situations, International Journal of Research in Marketing, Vol. 27, pp. 248–260.
  • Band MarkusH. 1982, Affective and Cognitive Factors in Preferences, Journal of Consume Research, Vol. 9, (September 1982):123-131.
  • Burke, B (1994), Position, personality, not price, should frame consumer messages Brand week, Vol. 35, pp. 3665
  • Bharadwaj, Sundar G., Rajan Varadarajan and John Fahy 1993, Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research, Journal of Marketing, 57 October), pp 83–99
  • Christian Homburg. (2010), “Brand awareness in business markets: When is it related to firm performance?”, International Journal of Research in Marketing, Vol. 27, pp. 201–212.
  • CralF., Gupta, Sunil and Lehman, Donald R. 1997, The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice’, Journal of the Marketing Vol. 34 (2), pp 248-261
  • Donthu, N. and Lee, S. 2000, An examination of selected marketing mix elements and brand equity, Journal of the Academy of Marketing Science, Vol. 28, No. 2, pp. 195–211
  • Didier Louis. Cindy Lombart (2010). “Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)”, Journal of Product & Brand Management, 19/2 (2010) 114–130
  • Filo, K. And Funk, D.C. (2008). “Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness” International Journal Sport Management and Marketing.Vol.3. PP 39-54.
  • Kenneth E. 1986. The influence of the amount and type of information on individuals’ perception of legal services’, Journal of the Academy of Marketing Science, 14(4), pp 18–27
  • Laroche, Michel, Chankon Kim, Lianzi Zhou. 1996, Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context’, Journal of business Research, Vol.37, pp115-120
  • Leo, C., Bennett, R., and, Härtel, C. (2005), Cross-Cultural Differences in Consumer Decision Making Styles", Cross Cultural Management Journal, 12, (3(32-51.
  • Lye, A., Shao, W. Rundle, S., and Fausnaugh, C (2005), Decision Waves: Consumer Decisions in Today’s Complex World”, European Journal of Marketing. (1,2), 216- 230
  • Maehle, N., Shneor, R. (2010). On congruence between brand and human personalities. Journal of Product & Brand Management,19(1), 44–53.
  • Matzler, Kurt, Grabner-Kra¨uter, Sonja and Bidmon, Sonja. (2008),” Risk aversion and brand loyalty: brand trust and brand affect”, Journal of Product & Brand Management, Volume.17, Number.3, pp·154–162
  • Pierre Valette, (2010), “The impact of brand personality and sales promotions on brand equity”, Journal of Business Research, Vol. 64, pp24–28.
  • Raj Devasagayam and Cheryl L. Buff. Timothy W. (2010) Aurand. Kimberly M. Judson; “Building brand community membership within organizations: a viable internal branding alternative?”, Journal of Product & Brand Management, 19/3 (2010) 210–217.
  • Shukla Paurav, (2009),” Impact of contextual factors, brand loyalty and brand switching”, Journal of Consumer Marketing, Volume.26, Number.5, pp. 348–357.Thomas H. and Artz, Kendall W. 1999. Toward a contingent resource-based theory: The impact of information asymmetry on the value of capabilities in veterinary medicine, Strategic Management Journal, 20(3), pp 223–250.
  • Tanmay Chattopadhyay. (2010), “Media mix elements affecting brand equity: A study of the Indian passenger car market”, IIMB Management Review, vol. 22, pp. 173-185.

EXAMINING THE MEDIATING ROLE OF ADVERTISING ON BRAND PERSONALITY AND CONSUMER PURCHASE DECISION

Year 2024, Volume: 10 Issue: 27 & 28 -Joint Issue, 45 - 51, 03.05.2024

Fahimeh Mohammad Hassan , Mohammad Hami

https://doi.org/10.5281/zenodo.11002283

Abstract

Brand personality is an attractive and pleasant concept in today's marketing. Acker (1991) has described it as one of the core dimensions of brand identity and the closest variable to the consumer's decision-making process for purchasing. This study investigated the mediating phenomenon of advertising on brand personality and the purchase decision of club athletes of Iran from Majid Sport brand. The method of present research is descriptive-correlation, using structural equation modeling. The statistical population of the research was the athletes of Iran's clubs in 2023, and 217 consumers of Majid brand products were selected by random sampling. The data collection tool consisted of four questionnaires, including: A) Questionnaire on the demographic characteristics of the subjects. B) Advertising mediation questionnaire with one question and five components about how athletes get to know the Majid brand, (the components include of television, radio, internet, telephone, oral survey), C) Acker's standard questionnaire with 30 items and five components (honesty, passion and excitement, competence, perfection, strength and stability) on a five-point Likert scale, D) Standard purchase decision questionnaire of Sproles and Kendall (1986) which has 14 items and 3 components (attitude towards the brand willingness to buy, familiarity with the brand) based on the Likert measurement scale. The results of the factor analysis of the customer's purchase decision questionnaire showed that the customer's purchase decision from three dimensions (attitude towards the brand, willingness to buy, and familiarity with the brand) is effective on the customer's purchase decision. The results of the factor analysis of the brand personality questionnaire showed that the factors affecting the brand personality from five dimensions (honesty, passion and excitement, competence, perfection, strength and stability) are effective on the brand personality. The extent of the effect of brand personality on the purchase decision without advertisements showed: with 95% certainty, brand personality is effective on the purchase decision. Examining the simultaneous influence of brand personality on customers' purchase decisions showed that: with 95% certainty brand personality and advertisements are effective on purchase decisions. The indicators of the model of the effect of brand personality on the purchase decision with the mediation role of advertising showed that advertising has no effect on the brand personality and the mediation role of advertising is effective on the purchase decision. In addition, the brand personality is effective in the purchase decision through the advertising mediation.

Keywords

Advertising Mediation Brand Personality Purchase Decision Athletes Majid Sport Brand

References

  • Akhter, W. Abbas, A. S. & et al. (2010) factors affecting customer Loyalty in Pakistan. African Journal of Business Management vol. 5(4), pp.1167-1174.
  • Alex R. Zablah. (2010), The relative importance of brands in modified rebuy purchase situations, International Journal of Research in Marketing, Vol. 27, pp. 248–260.
  • Band MarkusH. 1982, Affective and Cognitive Factors in Preferences, Journal of Consume Research, Vol. 9, (September 1982):123-131.
  • Burke, B (1994), Position, personality, not price, should frame consumer messages Brand week, Vol. 35, pp. 3665
  • Bharadwaj, Sundar G., Rajan Varadarajan and John Fahy 1993, Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research, Journal of Marketing, 57 October), pp 83–99
  • Christian Homburg. (2010), “Brand awareness in business markets: When is it related to firm performance?”, International Journal of Research in Marketing, Vol. 27, pp. 201–212.
  • CralF., Gupta, Sunil and Lehman, Donald R. 1997, The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice’, Journal of the Marketing Vol. 34 (2), pp 248-261
  • Donthu, N. and Lee, S. 2000, An examination of selected marketing mix elements and brand equity, Journal of the Academy of Marketing Science, Vol. 28, No. 2, pp. 195–211
  • Didier Louis. Cindy Lombart (2010). “Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)”, Journal of Product & Brand Management, 19/2 (2010) 114–130
  • Filo, K. And Funk, D.C. (2008). “Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness” International Journal Sport Management and Marketing.Vol.3. PP 39-54.
  • Kenneth E. 1986. The influence of the amount and type of information on individuals’ perception of legal services’, Journal of the Academy of Marketing Science, 14(4), pp 18–27
  • Laroche, Michel, Chankon Kim, Lianzi Zhou. 1996, Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context’, Journal of business Research, Vol.37, pp115-120
  • Leo, C., Bennett, R., and, Härtel, C. (2005), Cross-Cultural Differences in Consumer Decision Making Styles", Cross Cultural Management Journal, 12, (3(32-51.
  • Lye, A., Shao, W. Rundle, S., and Fausnaugh, C (2005), Decision Waves: Consumer Decisions in Today’s Complex World”, European Journal of Marketing. (1,2), 216- 230
  • Maehle, N., Shneor, R. (2010). On congruence between brand and human personalities. Journal of Product & Brand Management,19(1), 44–53.
  • Matzler, Kurt, Grabner-Kra¨uter, Sonja and Bidmon, Sonja. (2008),” Risk aversion and brand loyalty: brand trust and brand affect”, Journal of Product & Brand Management, Volume.17, Number.3, pp·154–162
  • Pierre Valette, (2010), “The impact of brand personality and sales promotions on brand equity”, Journal of Business Research, Vol. 64, pp24–28.
  • Raj Devasagayam and Cheryl L. Buff. Timothy W. (2010) Aurand. Kimberly M. Judson; “Building brand community membership within organizations: a viable internal branding alternative?”, Journal of Product & Brand Management, 19/3 (2010) 210–217.
  • Shukla Paurav, (2009),” Impact of contextual factors, brand loyalty and brand switching”, Journal of Consumer Marketing, Volume.26, Number.5, pp. 348–357.Thomas H. and Artz, Kendall W. 1999. Toward a contingent resource-based theory: The impact of information asymmetry on the value of capabilities in veterinary medicine, Strategic Management Journal, 20(3), pp 223–250.
  • Tanmay Chattopadhyay. (2010), “Media mix elements affecting brand equity: A study of the Indian passenger car market”, IIMB Management Review, vol. 22, pp. 173-185.
There are 20 citations in total.

Details

Primary Language English
Subjects Strategy, Management and Organisational Behaviour (Other)
Journal Section Articles
Authors

Fahimeh Mohammad Hassan

Mohammad Hami

Early Pub Date April 22, 2024
Publication Date May 3, 2024
Submission Date February 7, 2024
Acceptance Date April 6, 2024
Published in Issue Year 2024 Volume: 10 Issue: 27 & 28 -Joint Issue

Cite

EndNote Mohammad Hassan F, Hami M (May 1, 2024) EXAMINING THE MEDIATING ROLE OF ADVERTISING ON BRAND PERSONALITY AND CONSUMER PURCHASE DECISION. IJAEDU- International E-Journal of Advances in Education 10 27 & 28 -Joint Issue 45–51.
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