When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers’ actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers’ specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.

What kind of reasons or bases could lead to strong and positive brand attitudes? This study aims to identify the factors that have strong relationships with positive brand attitudes and to test whether the findings can be generalized and applied across cultural contexts. Historically, attitude research has assumed that attitudes are based on cognition (i.e. beliefs) and affect (Bodur, Brinberg, & Coupey, 2000; Crano & Prislin, 2006). This study suggests a new schema comprised of ‘self-based’ and ‘public-based’ evaluations as the foundation of brand attitudes. ‘Self-based’ evaluations refer to brand evaluations based on consumers’ personal judgments and feelings. These evaluations mainly derive from consumers’ experiences with products. In contrast, ‘public-based’ evaluations are influenced by others’ opinions and brands’ public reputations. Consumers are frequently exposed to word-of-mouth messages about brands and related products, and they can assess them even when they have not personally used the product. Based on previous brand management literature, two hypotheses below were developed. Hypothesis 1: Self-based evaluations predict positive brand attitudes, but public-based evaluations do not predict positive brand attitudes. Hypothesis 2: Self-based evaluations predict the purchase intentions of consumers with independent self-construal, but public-based evaluations predict the purchase intentions of consumers with interdependent self-construal. The data were collected in a Western and an East Asian country and analysed for authenticity as well as by country, which should be important to global brand building. The results supported the hypotheses and this study made three important discoveries. First, it demonstrated that self-based evaluation was a broadly important factor to building positive brand attitudes. Second, public-based evaluation was marginally effective for branding and is important only in the East Asian context. Third, it was found that authenticity had ‘double-edged’ effects on branding. Finally, the contributions and implications of this study were discussed.

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out

There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings

Despite the importance of innovation and customer participation for both practitioners and academics, the effects of the integration between innovation and customer participation has rarely been addressed in consumers’ perspectives. Accordingly, the authors first examine separately the impact of the two breakthrough innovation types (technology-based innovation vs. market-based innovation) and two forms of customer participation (as information providers vs. as co-developers) on brand attitude. Following this, the interaction effect between the two variables is also tested. We used a 2x2x2 mixed subjects design. We employed a 2 (breakthrough innovations: T-INNO, M-INNO) x 2 (customer participation: CPI, CPC) between-subjects design for independent variables and the dependent variable had a 2 (brand attitude: pre-brand attitude, post-brand attitude) within-subject design. The hypotheses were tested for a cell phone product category by pretest. Participants were 148 university students from Seoul, Korea. The results show that both breakthrough innovation and customer participation positively influence the brand attitudes held by customers, though neither the two forms of breakthrough innovation nor the two forms of customer participation differ from each other in terms of the strength of this relationship. However, when technology-based innovation is combined with customer participation in the form of co-development, a stronger positive impact on brand attitude is observed than when customers are treated as information providers. Conversely, when market-based innovation is combined with customer participation in the form of information provision, a stronger positive impact on brand attitude is observed than when the customers act as co-developers. These results have a number of theoretical contributions. First, prior innovation research has mostly focused on the impact on firm performance. Even though a few researchers have conducted several studies about the impact of innovation in terms of consumers’ perspectives, they did not consider the specific type of innovation. The present study focuses on comparing the impact of two types of breakthrough innovation based on customers’ perspectives. Second, prior customer participation or co-creation research has mostly looked at the positive impact on performance from both the firm’s and consumer’s perspective. However, they did not consider the specific type of customer participation which can affect differently performance. In this study, the differential impact of each type of customer participation was explored. Third, previous studies have not focused on the interaction effect between two types of innovation and customer participation. We found that the interaction effect can be significant when they are combined together. This study has also managerial implications. First, when firm managers utilize both breakthrough innovation and customer participation strategies, they need to consider the most effective combination of the forms of innovation and participation available. Second, this interaction effect should be considered not only in the innovative product development process but also in the communication activities in their customers. Finally, the limitations and further research directions of this results are discussed.

With the rapid development of digital technologies and the Internet, the boundaries between countries are shrinking and markets are becoming global (Oh et al., 2016). Simultaneously, cross-border online shopping is another trend that has spread across the world, and global e-commerce has now become a reality (Johnson et al., 2003; Moore, 2015). However, in prior studies related to eWOM, the national culture has received little attention among the numerous factors that could adjust the effect of eWOM (Christodoulides et al., 2012). In addition, in the real world, although individuals are frequently exposed to combined eWOM messages containing both positive and negative information about the same product, most previous studies on eWOM have focused on the one-sided eWOM valence. There are not many empirical studies on the influence of the two-sided eWOM valence on consumers’ persuasions. Thus, Study I examines the attitude effect of the two-sided eWOM valence from a cross-cultural perspective, particularly on the basis of the differences in thinking styles between the Easterners and Westerners. For this, we use a 2[Valence: positive/negative, negative/positive] x 2[Culture: East (South Korea), West (United States)] factorial design. To classify the culture, the thinking style was measured as a within-group variable. As a result, the interaction effect between valence and culture (nation) was significant. Specifically, in the East (South Korea), no significant difference existed in the changes in brand attitude depending on the two-sided eWOM valence, whereas brand attitude changes from a negative/positive presentation order in the West (United States) were significantly larger than the positive/negative presentation order. Study II demonstrates the mediated moderation effect of perceived cognition congruency in a cross-cultural setting for explaining the underlying mechanism. Drawing on the cognitive fit theory, we present a two-sided eWOM-consumers’ perceived cognition congruency proposition: the two-sided eWOM valence that matches the information processing order consumers habitually have would facilitate the favorable comprehension (reflected by perceived cognition congruency) and assessment (reflected by changes in brand attitude) of the reviews. As a result, the two-sided eWOM valence indirectly affects brand attitude changes by mediating perceived cognition congruency. This valence directly affects the brand attitude changes in the Westerner (United States) group, which has an analytical thinking style. However, the direct and indirect effects of two-sided eWOM valence on brand attitude changes are not significant in the Easterner (South Korea) group, which has a holistic thinking style. This examination might explain why differences in the changes in brand attitude between the Easterners and Westerners were revealed through the twosided eWOM valence, thus providing in-depth insights into consumer responses for the valence. This study expands the diversity of studies conducted on the characteristics of the two-sided eWOM. Furthermore, it is expected to provide a strategic direction and practical implications for two-sided eWOM-driven information management by organizations.

Customer equity can estimate customer lifetime value for the company (Rust et al, 2004). The firm can make proper marketing strategy with customer equity. Customer equity can both satisfy consumers and make a profit for the company (Lemon et al., 2001).So we built a model to connect service quality and customer equity to study how to prove the competitive power of traditional market. In this paper we used customer satisfaction and brand attitude as mediating variables since Store brands have become an important contributor to retail differentiation and basis for building store loyalty (Dodd and Lindley, 2003) and in retail market customer equity varies with customer satisfaction( Pappu and Quester 2006). Considering that Chinese economic growth rate was slowing down, traditional market is being a priority for Chinese Government to relieve severe export pressure and employment pressure. In this research we would like to study the relationships among service quality, customer satisfaction and brand attitude and how they influence customer equity in traditional markets. Through this study we also find out how to competitive power of traditional market through managing CLV and proving service quality

This study aims to investigate the effect of word-of-mouth on the purchase of genuine and counterfeit luxury brands. It also examines the roles of attitude functions and social norm in the relationship between word-of-mouth communication and consumers’ luxury brand evaluation. A 2 (information source: advertising vs. word-of-mouth) × 2 (luxury brand: genunie vs. counterfeit) between-subjects experimental design was used to collect the data. A total of 153 adult consumers from Shanghai, China were recruited and randomly assigned to one of the four experimental conditions. Prior to the conduction of the actual experiment, a pretest of 30 respondents was conducted to determine the brands and scenarios selected for the experiments. Attitude function (social-adjustive function or value-expressive function) is measured by a self-monitoring scale. Social norm, luxury brand evaluations on genuine and counterfeit luxury brands were measured. MANOVA and ANOVA were performed to examine the proposed hypotheses. Results indicated that purchase intention for counterfeit luxury brand was moderated by subjective norm. Word-of-mouth increased the subjective norm related to the disapproval of counterfeits, compared to traditional advertising. Subjective norm was found to strongly influence consumers’ counterfeit luxury brand evaluation. The relationship between subjective norm and counterfeit consumption was positively significant. The moderating effects of self-monitoring and subjective norm on consumers’ evaluations and consumption for counterfeit luxury brands were found to significant. In short, the findings support the proposed hypotheses and showed that positive word-of-mouth was an efficient way to enhance consumers’ purchase intentions for genuine luxury brands, and also an effective means to decrease purchase intentions for counterfeit luxury brands. The results reveal that social-adjustive function and value-expressive function served by luxury brand consumption can be increased by positive word-of-mouth. Furthermore, higher levels of social-adjustive function and value-expressive function served by publicly consumed product (vs. privately consumed product) are found, indicating that product categories also affect the attitude functions served by luxury brand consumption. Managerial recommendations are provided to the marketing managers for luxury brands.

This paper identifies the key antecedents and moderators with regard to brand attitude and purchase intention of luxury brands. The findings suggest that is a strong importance of status seeking, as well as informational influences towards consumer brand attitude of luxury brands for both subtle and prominent brands. In addition, the moderating results indicate that consumer need for subtle branding only moderated the relationship between informational influences and consumers band attitude for subtly branded luxury products.

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.

This study explores relationship between social responsibility in advertising and brand attitude in luxury products. This study investgates how psychological constructs of attitude towards advertising affect brand attitude and purchase intention of luxury brand consumer and how it can lead the sustainable development of luxury products. Consumers no longer purchase products only but depend on quality and price of product. With globalization and rapid growth, corporate social responsibility becomes important issue. And the advertising represents corporate image and management concept. More recently, and coinciding with some major corporate ethical disasters, many companies have been including sections on governance, ethical practice, and social responsibility (David S. Waller & Roman Lanis, 2009). According to David S. Waller & Roman Lanis (2009), Corporate social responsibility (CSR) disclosure has been the subject of substantial academic accounting research (Farook and Lanis 2005; Gray, Owen, and Maunders 1987). Advertising is one of the typical means that can represent a corporate image. As defined by Lutz (1985, p. 53), attitude toward advertising in general is “a learned predisposition to respond in a consistently favorable or unfavorable manner to advertising in general.” In his framework, Lutz viewed attitude toward advertising in general as being directly influenced by general perceptions of advertising (Srinivas Durvasula et al., 1993). Authors would like to study following issues in this research. (1) How perceived social responsibility influences Attitude toward advertising. (2) How fashion consumer behavior influences Attitude toward advertising. (3) How attitude toward advertising affects brand attitude and purchase intention. (4) How proximity plays a moderating role among perceived social responsibility, attitude toward advertising and brand attitude.

This study examined differences in brand attitude bases between Japanese and Americans. ‘Pride’ was a universal predictor of brand attitudes among both Japanese and American participants. However, Japanese consumers strongly emphasized ‘emotional attachment’, whereas Americans’ brand attitudes mostly derived from product functionality. The reason was discussed in light of Cultural-psychology.

The purpose of this research is to analysis and to verify the influence between attitude toward navy brand and customer equity. To do that, we regard the navy serving in R.O.K. Navy as the customers. All Korean men over 18 years older are drafted into the army by the constitution of Republic of Korea. This means that Korean military forces are recruited by the power of the State. However, the military officers, petty officers and Navy(including the Marine corps)•Air forces volunteer for military service. Korean government uses two military entrance processes which are both forcible and volunteering. With the slogan “The Ocean Navy”, the R.O.K. Navy is trying to build powerful naval forces. It is essential to acquire the elite military forces that help the Korean Navy accomplish the goal and heighten the competitiveness. The enlisted military forces are expected to show their own ability inside the R.O.K. Navy. After they are discharged, they will have positive influences to the local communities as the supporters of the R.O.K. Navy. The R.O.K. Navy has made lots of efforts for its navies who are soon discharged to have pride and affection as post-Korean navies through many programs such as educations and events. Discharged navies are expected to play important roles to response national policies actively, to lead the development of local communities, and to stand in advance guard for navy PR activities. Although many researches confirmed and verified the customer equity, there was no research on the customer equity of nonprofit organizations, especially the military forces. This research defined the customer equity from the attitudes toward Korean navy brand perspective in detail. This study also identified the influential factors on brand attitude and some relationships among the variables of the customer equity. This research contributes to the development of effective marketing strategies for Korean Navy brand and customer equity that Korean navy policy officers build.

This study empirically investigates how four individual-level characteristics impact the effect of the four self-congruity types on brand attitude. A widely used practice among marketers focuses on communicating that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. self-esteem levels, product involvement levels) determine if actual or ideal self-congruity impact brand perceptions more strongly (Malär, Krohmer, Hoyer & Nyffenegger, 2011). This study extends that research by (a) considering all four self-congruity types (actual, ideal, social, and ideal social) and (b) four additional individual-level characteristics, which are valuable for segmenting consumer markets within and across countries. The four individual-level characteristics are a dominant independent self-construal, interdependent self-construal, cosmopolitan orientation and local orientation. Considering these individual-level characteristics offers marketers insights on which of the four self-concept types they should try to match with their brand communications when targeting these specific consumer groups. Survey data from a non-student sample was collected in the US. After performing data cleaning procedures, 800+ usable responses were analysed with the use of PLS-SEM (Lohmöller, 1989). The measurement models demonstrate satisfactory reliability, convergent and discriminant validity. Furthermore, the results suggest that the data is not compromised by non-response bias and common method variance. The structural models display satisfactory predictive capabilities of the four self-congruity types on brand attitude. The findings show that as expected an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation impact which of the four self-congruity types has the strongest effect on brand attitude. For individuals with a dominant local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. For individuals with a dominant cosmopolitan orientation or independent self-construal, ideal self-congruity has the strongest effect on brand attitude. The findings of this study extend self-congruity theory by considering the effect of these four individual-level characteristics. Managerial implications are also presented.

This research used an experimental design in an effort to assess the influence of brand gender and salespeople on the attitudes toward brands according to the males' gender identity traits. The study used a three-way split-plot experimental design, and data were analyzed by t-tests, and ANOVA. The subject of this research was men in their 20s and 30s, and a total of 178 people were selected through convenience- sampling. The findings are as follows: first, masculine male consumers preferred masculinity fashion brands; however, androgynous consumers preferred brands that reflect androgyny. Second, there were no differences in brand attitude according to the gender of the salesperson for the masculinity group, but the androgynous group estimated the brands as better when the salesperson was female. Third, there were no differences in the brand attitudes among consumers according to gender of the salesperson for the Galaxy; however, for Solid Homme, brand preference was stronger when the salesperson was a woman. Fourth, the influence of brand gender and salesperson gender on brand attitudes differed according to the gender of the consumer. Therefore, apparel companies must clearly understand the characteristics of consumer gender identity and execute proper marketing strategies in order to induce stronger positive attitudes toward their brands. Moreover, apparel companies should perceive that brand gender and the gender of the salesperson can consequently encourage brand preferences.

IP Telephony service was restricted to an outgoing call and low quality since the trust domestic IP Telephony service launch of Saerome co. Ltd, in Jan. 2000. However, Interest of IP Telephony service, which is substituted for PSTN, has been highly elated because of the developed equipment softswitch and new technology. This kind of importance and marketing of VoIP are recognized to telecommunication providers. With this trend, they try to administrate customer satisfaction and invest R&D to survive in this hard competition and unexpected change. To achieve this objective, they should try to realize the searching process of the quality decision attribution (QDA). However, there is little research on the aspect of service quality of Internet telephony so far. For this, the investigator established the tangibles, the reliability, the responsibility, the assurance, the empathy, the charge with information sources as core elements. In order to examine the influence of IP Telephony service upon the attitudes toward a brand and the purchase intention.