Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan
The aim of this study is to find out the relationship between the company image, company trust, consumer value and consumer innovativeness behavior. It focuses on how the company image and company trust influence the consumer value and consumer innovativeness behavior with respect to consumer indepe...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2017-03-01
|
| Series: | International Review of Management and Marketing |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/pub/irmm/issue/32094/355448?publisher=http-www-cag-edu-tr-ilhan-ozturk |
| _version_ | 1797906494128128000 |
|---|---|
| author | Shahid Rasool Asif Ayub Kiyani Fadilah Binti Siali Hiram Ting Mahani Mohammad Abdu Shakur |
| author_facet | Shahid Rasool Asif Ayub Kiyani Fadilah Binti Siali Hiram Ting Mahani Mohammad Abdu Shakur |
| author_sort | Shahid Rasool |
| collection | DOAJ |
| description | The aim of this study is to find out the relationship between the company image, company trust, consumer value and consumer innovativeness behavior. It focuses on how the company image and company trust influence the consumer value and consumer innovativeness behavior with respect to consumer independent judgment making and consumer novelty seeking. The research design of the study was cross-sectional and exploratory. The data were collected through a questionnaire from university students who were cell phone users. Consumer value has partially mediated between company image, company trust and consumer innovativeness behavior. The results showed the significant impact of company image and company trust on consumer innovativeness behavior rather than consumer value. Marketing manager and policy makers are willing to pay much attention to increase to the maximum consumers of their company’s products. Cell phone companies demand young buyers who are frequently changing their cell phones. Hence, this study gives a new aspect to enhance the cell phone consumer with the help of increasing the company image and company trust, instead of focusing on consumer values. |
| first_indexed | 2024-04-10T10:21:44Z |
| format | Article |
| id | doaj.art-faf161afdea54a25a7d55dd1819218d8 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T10:21:44Z |
| publishDate | 2017-03-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-faf161afdea54a25a7d55dd1819218d82023-02-15T16:21:37ZengEconJournalsInternational Review of Management and Marketing2146-44052017-03-01713793881032Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in PakistanShahid RasoolAsif Ayub KiyaniFadilah Binti SialiHiram TingMahani Mohammad Abdu ShakurThe aim of this study is to find out the relationship between the company image, company trust, consumer value and consumer innovativeness behavior. It focuses on how the company image and company trust influence the consumer value and consumer innovativeness behavior with respect to consumer independent judgment making and consumer novelty seeking. The research design of the study was cross-sectional and exploratory. The data were collected through a questionnaire from university students who were cell phone users. Consumer value has partially mediated between company image, company trust and consumer innovativeness behavior. The results showed the significant impact of company image and company trust on consumer innovativeness behavior rather than consumer value. Marketing manager and policy makers are willing to pay much attention to increase to the maximum consumers of their company’s products. Cell phone companies demand young buyers who are frequently changing their cell phones. Hence, this study gives a new aspect to enhance the cell phone consumer with the help of increasing the company image and company trust, instead of focusing on consumer values.https://dergipark.org.tr/tr/pub/irmm/issue/32094/355448?publisher=http-www-cag-edu-tr-ilhan-ozturkcompany image company trust consumer value consumer innovativeness behavior |
| spellingShingle | Shahid Rasool Asif Ayub Kiyani Fadilah Binti Siali Hiram Ting Mahani Mohammad Abdu Shakur Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan International Review of Management and Marketing company image company trust consumer value consumer innovativeness behavior |
| title | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_full | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_fullStr | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_full_unstemmed | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_short | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_sort | consumer innovativeness in consumer company relationship and mediating role of consumer value an empirical study of cell phone users in pakistan |
| topic | company image company trust consumer value consumer innovativeness behavior |
| url | https://dergipark.org.tr/tr/pub/irmm/issue/32094/355448?publisher=http-www-cag-edu-tr-ilhan-ozturk |
| work_keys_str_mv | AT shahidrasool consumerinnovativenessinconsumercompanyrelationshipandmediatingroleofconsumervalueanempiricalstudyofcellphoneusersinpakistan AT asifayubkiyani consumerinnovativenessinconsumercompanyrelationshipandmediatingroleofconsumervalueanempiricalstudyofcellphoneusersinpakistan AT fadilahbintisiali consumerinnovativenessinconsumercompanyrelationshipandmediatingroleofconsumervalueanempiricalstudyofcellphoneusersinpakistan AT hiramting consumerinnovativenessinconsumercompanyrelationshipandmediatingroleofconsumervalueanempiricalstudyofcellphoneusersinpakistan AT mahanimohammadabdushakur consumerinnovativenessinconsumercompanyrelationshipandmediatingroleofconsumervalueanempiricalstudyofcellphoneusersinpakistan |