Evaluating impulse purchases generated by affections and advertisement effectiveness
Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. This on-going research considers the affections generated by con-sumers towards the chocolate brand which is endorsed by a celebrity. The Dual Mediation Hypoth-esis Model (DMH...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2017-10-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol7/msl_2017_28.pdf |
| _version_ | 1818778959962177536 |
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| author | Aakash Kamble Aatish Zagade Nayna Abhang |
| author_facet | Aakash Kamble Aatish Zagade Nayna Abhang |
| author_sort | Aakash Kamble |
| collection | DOAJ |
| description | Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. This on-going research considers the affections generated by con-sumers towards the chocolate brand which is endorsed by a celebrity. The Dual Mediation Hypoth-esis Model (DMH) is used to ascertain the ad effectiveness of the product/ brand, in this research advertisement featuring the celebrity. The affections generated by the ad leads to generation of af-fection towards the brand leading to purchase a product/ brand. The chocolate brand selected for the research has high market share and manufactures chocolate based products catering to all classes of consumers. The research primarily focuses on the significance of affections generated by the adver-tisement for the product. The purchase decision for such products is usually based on consumer impulses and attitudes towards the product/ brand. A convenience sample of 116 individuals was considered for the research and the survey was done using questionnaire method. The findings from the analysis revealed that the consumers purchased the products due to the impulses and af-fections generated by the ad and brand. There was no clear linkage between the celebrity and brand which lead to purchase intentions of the product/ brand. The Dual Mediation Model was found to be applicable as the affections towards the brand and the ad resulted in purchase intention. |
| first_indexed | 2024-12-18T11:53:01Z |
| format | Article |
| id | doaj.art-f54d344e433648a8876f295fe957abde |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-12-18T11:53:01Z |
| publishDate | 2017-10-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-f54d344e433648a8876f295fe957abde2022-12-21T21:09:08ZengGrowing ScienceManagement Science Letters1923-93351923-93432017-10-0171047948610.5267/j.msl.2017.7.003Evaluating impulse purchases generated by affections and advertisement effectivenessAakash KambleAatish ZagadeNayna AbhangImpulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. This on-going research considers the affections generated by con-sumers towards the chocolate brand which is endorsed by a celebrity. The Dual Mediation Hypoth-esis Model (DMH) is used to ascertain the ad effectiveness of the product/ brand, in this research advertisement featuring the celebrity. The affections generated by the ad leads to generation of af-fection towards the brand leading to purchase a product/ brand. The chocolate brand selected for the research has high market share and manufactures chocolate based products catering to all classes of consumers. The research primarily focuses on the significance of affections generated by the adver-tisement for the product. The purchase decision for such products is usually based on consumer impulses and attitudes towards the product/ brand. A convenience sample of 116 individuals was considered for the research and the survey was done using questionnaire method. The findings from the analysis revealed that the consumers purchased the products due to the impulses and af-fections generated by the ad and brand. There was no clear linkage between the celebrity and brand which lead to purchase intentions of the product/ brand. The Dual Mediation Model was found to be applicable as the affections towards the brand and the ad resulted in purchase intention.http://www.growingscience.com/msl/Vol7/msl_2017_28.pdfDual mediation hypothesisCelebrity endorsementsAd effectivenessBrand affectionsConsumer behavior |
| spellingShingle | Aakash Kamble Aatish Zagade Nayna Abhang Evaluating impulse purchases generated by affections and advertisement effectiveness Management Science Letters Dual mediation hypothesis Celebrity endorsements Ad effectiveness Brand affections Consumer behavior |
| title | Evaluating impulse purchases generated by affections and advertisement effectiveness |
| title_full | Evaluating impulse purchases generated by affections and advertisement effectiveness |
| title_fullStr | Evaluating impulse purchases generated by affections and advertisement effectiveness |
| title_full_unstemmed | Evaluating impulse purchases generated by affections and advertisement effectiveness |
| title_short | Evaluating impulse purchases generated by affections and advertisement effectiveness |
| title_sort | evaluating impulse purchases generated by affections and advertisement effectiveness |
| topic | Dual mediation hypothesis Celebrity endorsements Ad effectiveness Brand affections Consumer behavior |
| url | http://www.growingscience.com/msl/Vol7/msl_2017_28.pdf |
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