Market Forces (Journal of Management, Business and Economics, College of Management Science, PAF-KIET)
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Celebrity Endorsement and Purchase Intentions: The Role of Perceived Quality and Brand Loyalty
Get PDFDue to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived quality and brand loyalty on consumer purchase intentions. This study also examines the mediating role of perceived quality in brand loyalty and purchase intentions. A total of 800 questionnaires were distributed to young adult consumers out of which 560 useable responses were received. After preliminary statistical analysis, the Smart PLS software was used for estimating the measurement and structural models. The results suggest that three aspects of celebrity endorsement (i.e. celebrity attractiveness, credibility and product match-up) promote purchase intentions. Brand loyalty and perceived quality also promote purchase intentions. Moreover, perceived quality affects brand loyalty, while brand loyalty mediates the perceived quality and purchase intentions relationship. It is important for marketing managers to select the right celebrity for endorsement. Various celebrities may not be effective for several product categories and target audience. Therefore, it is recommended that marketing managers while selecting a celebrity must carefully consider product attributes, celebrity personality and the characteristics of the target audience. Moreover, the selected celebrity should not have endorsed too many products or competing brands. Ignoring these aspects may confuse consumers and adversely affect brand image. Firms should also not ignore brand quality and loyalty as both are important determinants of purchase intentions and brand image.Keywords: Celebrity endorsement, attractiveness, credibility, product match-up, perceived quality, brand loyalty, purchase intentions
A Study on the Mediating Roles of Attitudinal Brand Loyalty
Get PDFMost past studies have either measured the affects of brand attributes on attitudinal or behavioral brand loyalty. Given this gap, we have contributed towards the body of the literature by examining the effects of brand elements on both attitudinal and behavioral brand loyalty. The focus of the study is on the apparel industry (J-dot). The reason for selecting this sector is that consumers in apparel have become highly brand conscious, and the market is full of both foreign and local brands. We have collected the data from selected malls of Karachi. The sample size for the study was 387 and we collected the data by visiting the local shopping malls of Karachi. SPSS version 23 was used for statistical analysis that includes reliability, validity and descriptive analysis. The hypotheses were tested through multiple regression analysis. The mediating effect was examined through a two-step approach. We found that all the antecedents of brand equity including trust, commitment involvement, directly and indirectly, affect both behavioral and attitudinal brand loyalty. Moreover, we also found that these antecedents are highly interrelated. For example, trust has an effect on both consumers’ attitudes and behaviors towards a brand. But at the same time trust is a precursor to brand commitment. The results also suggest that behavioral intentions are highly correlated with actual behavior. Therefore, marketers must ensure that consumer’s behavioral intentions materialize into actual behavior. Advertisement cluttering has made it difficult for marketers to attract consumers’ attention, due to which many firms are organizing brand activities that enhance consumer involvement and stimulate emotional feelings toward a brand. Thus, besides conventional advertisements, firms may allocate appropriate resources for brand activation.Keywords: Attitudinal brand loyalty, behavioral brand loyalty, brand trust, brand commitment, customer satisfaction
Impact of Intellectual Capital on Organizational Performance of ICT SMEs in Penang, Malaysia
Get PDFIntellectual capital is a strategic asset for the growth and sustainability of SMEs. It contributes signifi cantly towards the national economy, generating employment and improving the well-being of the public. The main purpose of this research was to determine how six components of intellectual capital aff ect the organizational performance of ICT SMEs operating in Penang, Malaysia. The developed model was tested through SEM and it adequately explained the eff ect of intellectual capital on organizational performance. The results suggest that customer capital has a signifi cant positive infl uence on organizational performance of ICT SMEs while human capital, structural capital, social capital, technological capital and spiritual capital remained insignifi cant. Future studies may adopt a comparative approach to understand how intellectual capital aff ects organizational performance in emerging economies.Keywords: Intellectual capital, human capital, customer capital, structural capital, social capital, technological capital, spiritual capital, organizational performance, ICT SMEs, Penang
Project Integration, Confl ict Management and Project Success: The Moderating Role of Management Support
Get PDFThe aim of this study is to measure the eff ect of project integration and confl ict management on project success. In addition, this study also examines the moderating roles of management support on the relationship between (a) project integration and project success; (b) confl ict management and project success. The questionnaire used in the study was adapted from the previous literature. The sample size used in the study was 217 with a response rate of 87%. The results suggest that project integration has an insignifi cant effect on project success. In addition, we fi nd that confl ict management has a weak positive effect on project success. It was also found that management support moderates the relationship between (a) project integration and project success; (b) confl ict management and project success. This study has several limitations. This study was restricted to Karachi and a limited number of respondents were surveyed. Moreover, selected variables were used.Keywords: Project integration, confl ict management, management support, project success
Transformational Leadership, Organizational Commitment and Innovative Success
Get PDFTransformational leadership is important for enhancing organizational performance. An inspiring leader positively infl uences employee confi dence, attitude and self-esteem Therefore, this study aims to measure the association between self-esteem, transformational leadership and innovative success in the presence of aff ective and normative commitment. The sample size of the study was 397 and the scope of the study was restricted to the telecommunications industry in Pakistan. A self-administered questionnaire was used for collecting the required data. Structural Equation Modeling was used to test the measurement and structural models. The results suggest that self-esteem positively eff ects transformational leadership. Furthermore, transformational leadership has a strong, and signifi cant eff ect on employees’ normative and aff ective commitment. In addition, normative and aff ective commitment positively infl uence innovative success.Keywords: Transformational leadership, Self-esteem, aff ective commitment, normative commitment, innovative success
Product Packaging and Consumer Purchase Intentions
Get PDFPackaged food products are now available in supermarkets which has increased consumer choice. In addition, competition between packaged food products has also increased. The consumers decision making process is strongly infl uenced by product packaging. Thus, the aim of the study is to measure the eff ect of product packaging (i.e. packaging color, packaging material, font style, packaging design and printed information) on consumer purchase intentions. Consumers of packaged foods in Karachi belonging to the age group of 18-35 years were surveyed through a questionnaire adapted from the earlier studies. The sample size for the study was 278 comprising a response rate of 95%. Preliminary statistical investigation consisted of reliability, validity and normality analyses. The developed hypotheses were empirically examined through regression analysis. The results suggest that all the hypotheses were accepted. The results also indicate that product packaging has a signifi cant eff ect on consumer purchase intentions. It was also found that packaging materialhas the strongest infl uence on consumer purchase intentions followed by packaging color, font style, packaging design and printed information. Future studies may investigate how consumer purchase intentions are infl uenced by other elements of packaging in the context of Pakistan.Keywords: Product packaging, packaging color, font style, packaging design, printed information, consumer buying behavior
Extending the Theory of Reasoned Action on Antecedents to Consumer Repurchase Intentions
Get PDFThe fast food industry in Pakistan is at the maturity stage and highly competitive. Retaining old customers and attracting new ones has become diffi cult in the fast food sector. Therefore, fast food businesses have increased their focus on stimulating repurchase intentions. This study has extended the theory of reasoned action for examining the eff ect of service quality, customer satisfaction, trust and word-of-mouth communication on customer repurchase intentions in the fast food sector of Karachi. The sample size for the study was 253 with a response rate of 95%. The data was collected from the customers of preselected fast food restaurants. The empirical results show that word-of-mouth communication has the strongest eff ect on consumer repurchase intentions, followed by trust, service quality and customer satisfaction. The fi ndings are consistent with earlier studies on consumer repurchase intentions. The fast food sector should use word of mouth communication for attracting customers. Word-of-mouth communication is an economical marketing strategy and has the potential to reach a large audience. However, the fast food sector should also consider other antecedents of repurchase intentions (i.e. customer satisfaction, trust and service quality) to avoid negative word-of-mouth communication.Keywords: Service quality, customer satisfaction, trust, word-of-mouth communication, consumer repurchase intentions
Client Attributes and the Audit Report Lag in Nigeria
Get PDFThis study examines the eff ect of client attributes on the audit report lag of listed firms in Nigeria during the period 2010 – 2015. We found that fi rm size, company age and profitability have a signifi cant impact on the audit report lag. However, auditor type remained signifi cant in our estimation. It is recommended that the government should enforce stringent policies and regulations to reduce the audit report lag of companies in Nigeria. In addition, the Nigeria Stock Exchange, Securities and Exchange Commission, Financial Reporting Council of Nigeria and the Central Bank of Nigeria should ensure strict compliance with fi nancial reporting rules and regulations. Professional accounting bodies should also encourage audit firms to complete the audit engagement within a reasonable time period.Keywords: Audit report lag, big4 firms; client age; client size; profi tability; Nigeria
Supply Chain Management and Firm Performance
Get PDFEffective supply chain management is essential for firm performance. Past studies have measured the direct impact of antecedents to supply chain management on fi rm performance. However, this study examines how the success of a supplier-buyer relationship mediates the eff ect of predictor variables (i.e. trust, dependence, supplier selection and supplier- buyer engagement) on the dependent variable (i.e. fi rm performance). The data was gathered from employees working in the textile sector of Karachi. The scales and measures of the constructs were adapted from the previous literature. After preliminary analysis, the mediating effect was examined through the Hayes, Nicolous & Rockwood (2017) approach. The results indicate that the supplier-buyer relationship had a partial mediating eff ect in all the cases. In addition, the success of supplier-buyer relationship has a positive eff ect on firm performance. Future studies may examine the mediating role of supplier-buyer relationship on other antecedents of the supply chain.Keywords: Trust, dependence, supplier selection, supplier-buyer relationship, supply chain management
R&D Investment, Terrorism and Firm Market Performance
Get PDFPakistan is facing a menace in the form of terrorism which has an adverse impact on both the social and corporate environment. This paper examines the impact of R&D investment on fi rm market performance in the non-fi nancial sector of Pakistan from the year 2006 to 2012. We also consider the moderating role of terrorism on the relationship between R&D investment and fi rm market performance. After controlling for fi rm size, leverage and age, we found that R&D investment has a positive and statistically signifi cant impact on fi rm market performance. Contrary to Ehie & Olibe (2010), we found a negative moderating impact of terrorism on the relationship between R&D investment and fi rm market performance.Keywords: R&D, Firm Market Performance, Terrorism, Partial Moderation, Pakistan