Elevating Consumer's Affection Headed For Brand

doi:10.56596/jbem.v2i1.74

Study

Innovation & MarketsHigh ImpactStrong effect

Genuine Brand Perception Drives Purchase Intent and Mitigates Compulsive Buying

Consumers develop stronger brand attachment and purchase intentions when they perceive a brand as genuine, which can also help to reduce compulsive buying behaviors.

Journal for Business Education and Management · 2022

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Key Findings

01Perceived brand genuineness positively influences brand attachment.
02Brand attachment is linked to increased purchase intentions.
03Materialism is positively associated with impulsive and obsessive-compulsive buying.
04Brand attachment and customer trust mediate the relationship between various consumer behaviors and purchase outcomes.

02

Application

Design takeaway

Focus on building genuine connections with consumers through transparent communication and authentic product offerings to foster loyalty and responsible purchasing.

How to apply

When developing a new product or brand strategy, consider how to communicate its genuine value and purpose to consumers.

Project actions

01Clearly define 'genuineness' in the context of your design project.
02Consider how visual and verbal communication can convey authenticity.

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Method & Evidence

AimHow does a consumer's perception of a brand's genuineness influence their brand attachment, purchase intentions, and compulsive buying behavior?

MethodQuantitative survey research

ProcedureA survey was administered to individuals to collect data on their perceptions of brand genuineness, brand attachment, purchase intentions, and compulsive buying tendencies. Statistical analysis was used to examine the relationships between these variables.

Sample115 participants

ContextConsumer behavior and marketing

Variables

IVPerceived brand genuineness, Materialism

DVBrand attachment, Purchase intentions, Compulsive buying behavior

CVCustomer engagement, Customer trust, Utilitarian value

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Strengths & Limitations

Strengths

+Investigates the mediating roles of brand attachment and customer trust.
+Examines the link between materialism and compulsive buying.

Limitations

The study was conducted in a specific geographical location (Karachi, Pakistan) during the COVID-19 pandemic, which may limit the universal applicability of the findings.

Reliability & validity

The study's reliance on self-reported survey data may introduce social desirability bias, potentially affecting validity. Reliability could be improved with a larger, more diverse sample and the use of established scales for each construct.

Think critically

To what extent can 'genuineness' be manufactured or strategically communicated, and does this impact its effectiveness in building consumer attachment?

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Design Principles

"Authenticity in branding fosters trust and influences consumer behavior."

Understanding the drivers of brand attachment is crucial for developing effective marketing strategies. By focusing on perceived genuineness, businesses can foster deeper consumer connections, leading to increased loyalty and more considered purchasing decisions.

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What This Means for Your Design

If a brand feels real and honest, people like it more, want to buy from it, and are less likely to buy things they don't need impulsively.

How to use in your project

1.Reference this study when discussing how brand perception impacts user engagement and purchasing decisions in your design project.

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Add to My Project

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Quick Cite

(2022). ELEVATING CONSUMER'S AFFECTION HEADED FOR BRAND. Journal for Business Education and Management. https://doi.org/10.56596/jbem.v2i1.74 Retrieved from https://designdex.org/study/d84d3a31-b76a-48ad-a1fb-9dd1aa1674c8/genuine-brand-perception-drives-purchase-intent-and-mitigates-compulsive-buying

Paragraph starter

Research indicates that perceived brand genuineness significantly influences consumer attachment and purchase intentions, while also acting as a buffer against compulsive buying behaviors. This highlights the importance of authentic brand communication in fostering consumer loyalty and responsible consumption patterns.

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Source

Journal for Business Education and Management

ELEVATING CONSUMER'S AFFECTION HEADED FOR BRAND

journal · 2022

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Questions about this research

What does the research say about genuine brand perception drives purchase intent and mitigates compulsive buying?: Focus on building genuine connections with consumers through transparent communication and authentic product offerings to foster loyalty and responsible purchasing. Evidence: Journal for Business Education and Management (2022).
Why does "Genuine Brand Perception Drives Purchase Intent and Mitigates Compulsive Buying" matter for design?: Understanding the drivers of brand attachment is crucial for developing effective marketing strategies. By focusing on perceived genuineness, businesses can foster deeper consumer connections, leading to increased loyalty and more considered purchasing decisions.
How can designers apply this research?: Focus on building genuine connections with consumers through transparent communication and authentic product offerings to foster loyalty and responsible purchasing.
What were the main findings?: Perceived brand genuineness positively influences brand attachment.. Brand attachment is linked to increased purchase intentions.. Materialism is positively associated with impulsive and obsessive-compulsive buying.. Brand attachment and customer trust mediate the relationship between various consumer behaviors and purchase outcomes.
What research method was used?: Quantitative survey research with 115 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2022 journal from Journal for Business Education and Management.
What should I do differently in my next project?: When developing a new product or brand strategy, consider how to communicate its genuine value and purpose to consumers.
What are the limitations?: The study's findings may be limited by a relatively small sample size and the use of non-probability sampling methods, potentially affecting generalizability.
Is there evidence that compulsive buying affects design outcomes?: Consumers who believe a brand is authentic are more likely to become attached to it, leading to stronger purchase intentions and less compulsive buying. Materialism, however, can drive impulsive purchasing. Understanding the drivers of brand attachment is crucial for developing effective marketing strategies. By focusi Source: Journal for Business Education and Management (2022).
Where does this brand research apply?: Consumer behavior and marketing It sits within innovation & markets research on designdex.org.