The influence of language of advertising on customer patronage intention: testing moderation effects of race
The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this stu...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
IDOSI Publications
2014
|
| Subjects: | |
| Online Access: | http://irep.iium.edu.my/38586/1/10.pdf |
| _version_ | 1796879054794653696 |
|---|---|
| author | Rahman, Muhammad Sabbir AbdelFattah, Fadi AbdelMuniem Mat Daud, Nuraihan Osman, Mohamad |
| author_facet | Rahman, Muhammad Sabbir AbdelFattah, Fadi AbdelMuniem Mat Daud, Nuraihan Osman, Mohamad |
| author_sort | Rahman, Muhammad Sabbir |
| collection | IIUM |
| description | The purpose of this paper is to examine how the language of advertising (LA) influences customer
patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the
moderating effects of race between LA and CPI. In order to test the hypothesized model, this study uses the
responses from a sample of 160 customers of different health insurance service providers in Malaysia. A
questionnaire was formed using the required measures from existing literature and the structural equation
modeling (SEM) was used to examine the proposed model. The results show that the moderating effects of race
were strong between languages of advertising and customer patronage intention. The result also displays a
significantly positive relation between advertising languages and customer patronage intention towards health
insurance products in Malaysia. The researchers suggest that a coherent and persuasive advertising language
be used by health insurance providers. |
| first_indexed | 2024-03-05T23:30:04Z |
| format | Article |
| id | oai:generic.eprints.org:38586 |
| institution | International Islamic University Malaysia |
| language | English |
| last_indexed | 2024-03-05T23:30:04Z |
| publishDate | 2014 |
| publisher | IDOSI Publications |
| record_format | dspace |
| spelling | oai:generic.eprints.org:385862018-06-19T00:56:04Z http://irep.iium.edu.my/38586/ The influence of language of advertising on customer patronage intention: testing moderation effects of race Rahman, Muhammad Sabbir AbdelFattah, Fadi AbdelMuniem Mat Daud, Nuraihan Osman, Mohamad HF5410 Marketing. Distribution of products The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this study uses the responses from a sample of 160 customers of different health insurance service providers in Malaysia. A questionnaire was formed using the required measures from existing literature and the structural equation modeling (SEM) was used to examine the proposed model. The results show that the moderating effects of race were strong between languages of advertising and customer patronage intention. The result also displays a significantly positive relation between advertising languages and customer patronage intention towards health insurance products in Malaysia. The researchers suggest that a coherent and persuasive advertising language be used by health insurance providers. IDOSI Publications 2014-09-04 Article PeerReviewed application/pdf en http://irep.iium.edu.my/38586/1/10.pdf Rahman, Muhammad Sabbir and AbdelFattah, Fadi AbdelMuniem and Mat Daud, Nuraihan and Osman, Mohamad (2014) The influence of language of advertising on customer patronage intention: testing moderation effects of race. Middle-East Journal of Scientific Research, 20. pp. 67-74. ISSN 1990-9233 E-ISSN 1999-8147 http://www.idosi.org/mejsr/mejsr.htm 10.5829/idosi.mejsr.2014.20.lcl.210 |
| spellingShingle | HF5410 Marketing. Distribution of products Rahman, Muhammad Sabbir AbdelFattah, Fadi AbdelMuniem Mat Daud, Nuraihan Osman, Mohamad The influence of language of advertising on customer patronage intention: testing moderation effects of race |
| title | The influence of language of advertising on customer
patronage intention: testing moderation effects of race |
| title_full | The influence of language of advertising on customer
patronage intention: testing moderation effects of race |
| title_fullStr | The influence of language of advertising on customer
patronage intention: testing moderation effects of race |
| title_full_unstemmed | The influence of language of advertising on customer
patronage intention: testing moderation effects of race |
| title_short | The influence of language of advertising on customer
patronage intention: testing moderation effects of race |
| title_sort | influence of language of advertising on customer patronage intention testing moderation effects of race |
| topic | HF5410 Marketing. Distribution of products |
| url | http://irep.iium.edu.my/38586/1/10.pdf |
| work_keys_str_mv | AT rahmanmuhammadsabbir theinfluenceoflanguageofadvertisingoncustomerpatronageintentiontestingmoderationeffectsofrace AT abdelfattahfadiabdelmuniem theinfluenceoflanguageofadvertisingoncustomerpatronageintentiontestingmoderationeffectsofrace AT matdaudnuraihan theinfluenceoflanguageofadvertisingoncustomerpatronageintentiontestingmoderationeffectsofrace AT osmanmohamad theinfluenceoflanguageofadvertisingoncustomerpatronageintentiontestingmoderationeffectsofrace AT rahmanmuhammadsabbir influenceoflanguageofadvertisingoncustomerpatronageintentiontestingmoderationeffectsofrace AT abdelfattahfadiabdelmuniem influenceoflanguageofadvertisingoncustomerpatronageintentiontestingmoderationeffectsofrace AT matdaudnuraihan influenceoflanguageofadvertisingoncustomerpatronageintentiontestingmoderationeffectsofrace AT osmanmohamad influenceoflanguageofadvertisingoncustomerpatronageintentiontestingmoderationeffectsofrace |