Influence of Social Construct on Consumers’ Brand Purchase Intention: a Review of Research

  • Authors

    • Bikash Kumar Rup
    • Jyotiranjan Gochhayat
    • Sasmita Samanta
    2018-09-01
    https://doi.org/10.14419/ijet.v7i3.34.19370
  • Social construct, Perceived brand personality, Gender role, Brand attitude, Brand purchase intention

  • The aim of this study is to reveal the impact and influence of social construct on consumers’ brand purchase intention. Within the study the latent idea is to illuminates the influence of social construct on brand personality, which leads to enhance the brand purchase intention. The flow of effect of social construct is directly to purchase intention or through brand attitude. In different cultural point of view the specific dimensions of brand personality, those are more influential on purchase intention need to be identified. The outcome of the study may helpful for marketers to redesign their marketing strategy in accordance with the consumers brand personality.

     

     

  • References

    1. [1] Aaker, D. A. (1991), “Managing brand equityâ€, New York: The Free Press.

      [2] Aaker, D. A. (1996), “Measuring brand equity across products and marketsâ€, California Management Review, Vol.38, pp.102–120.

      [3] Aaker, J. L. (1997), “Dimensions of brand personalityâ€, Journal of Marketing Rresearch, Vol. 34, No. 3, pp.347-356.

      [4] Armstrong, G., and Kotler, P. (2000), “Marketingâ€, Prentice-Hall, Englandwood Cliffs, NJ, pp.153-154.

      [5] Austin, J.R., Siguaw, J. and Mattila, A. (2003), “A reexamination of the generalizability of the Aaker brand personality frameworkâ€, Journal of Strategic Marketing, Vol. 11 No. 2, pp. 77-92.

      [6] Azoulay, A. and Kapferer, J-N. (2003), “Do brand personality scales really measure brand personality?â€, Journal of Brand Management, Vol. 11 No. 2, pp. 143-155.

      [7] Bagozzi, R.P. (1994), “Principles of Marketing Researchâ€, Blackwell Business, Oxford.

      [8] Barwise, P. (1993), “Brand equity: Snark or Boojum?†International Journal of Research in Marketing, Vol.10, pp.93–104.

      [9] Belk, R. W. (1988), “Possessions and the extended selfâ€, Journal of Consumer Research, Vol.15, pp.139–168.

      [10] Belk, Russell W. (1988), “Possessions and the Extended Self,†Journal of Consumer Research, Vol. 2 No.2, pp.139–68.

      [11] Blackwell, R.D., Miniard, P.W., and Engel, J.F. (2001), “Consumer Behaviourâ€, Harcourt College Publishers, Fort Worth, TX.

      [12] Campbell, A., Shirley, L. and Candy, J. (2004), “A longitudinal study of gender-related cognition and behaviorâ€, Developmental Science, Vol. 7 No. 1, pp. 1-9.

      [13] Connell, R.W. (1987), “Gender and Powerâ€, Stanford University Press, Stanford, CA.

      [14] Crask, M.R. and Laskey, H.A. (1990), “A positioning-based decision for selecting advertising messagesâ€, Journal of Advertising Research, Vol. 30 No. 4, pp. 32-38.

      [15] Crosno, J.L., Freling, T.H., and Skinner, S.J. (2009), “Does brand social power mean market might? Exploring the influence of brand social power on brand evaluationsâ€, Psychology & Marketing, Vol.26No.2, pp.91-121.

      [16] Deaux, K. (1985), “Sex differencesâ€, in Rosenzweig, M.R. and Porter, L.W. (Eds), Annual Review of Psychology, 26, Annual Reviews, Palo Alto, CA, pp. 48-82.

      [17] Debevec, K. and Iyer, E. (1986), “Sex roles and consumer perception of promotions, products, and self: what do we know and where should we be headed?â€, in Lutz, R.J. (Ed.), Advances in Consumer Research, Association for Consumer Research, Ann Arbor, MI, pp. 210-14.

      [18] Davies, G, et al.(2018), “Brand personality: theory and dimensionalityâ€, Journal of Product & Brand Management, Vol.27 No. 3, pp.115-127.

      [19] Eisend, M and Stockburger-Sauer, N. E. (2013), “Brand Personality: a meta analytic review of antecedents and consequencesâ€, Marketing Letters, Vol.24 No. 3, pp.2015-216.

      [20] Erikson, E. (1963), “Childhood and Societyâ€, Norton, New York, NY.

      [21] Erikson, E. (1968), “Identity, Youth, and Crisisâ€, Norton, New York, NY.

      [22] Fisbein, M., & Ajzen, I. (1975), “Belief, attitude, intention and behavior: An introduction to theory and researchâ€, Massachusetts, Addison-Wiley Publishing Company.

      [23] Fischer, E. and Arnold, S.J. (1990), “More than a labor of love: gender roles and Christmas gift shoppingâ€, Journal of Consumer Research, Vol. 17, pp. 333-45.

      [24] Freling, T., Crosno, J. L., & Henard, D. H. (2011), “Brand personality appeal: Conceptualization and empirical validationâ€, Journal of the Academy of Marketing Science, Vol.39, pp.392–406.

      [25] Geuens, M., Weijters, B., and De-Wulf, K. (2009), “A new measure of brand personalityâ€, International Journal of Research in Marketing, Vol.26 No.2, pp.97-107.

      [26] Gordon, R., Zainuddin, N. & Magee, C. 2016. Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal. Journal of Services Marketing, Vol.30, pp.48-62.

      [27] Gould, S.J. and Weil, C.E. (1991), “Gift-giving roles and gender self-conceptsâ€, Sex Roles, Vol. 24 Nos 9/10, pp. 617-37.

      [28] Grohmann, B. (2009), “Gender dimensions of brand personalityâ€, Journal of Marketing Research, Vol. 46 No. 1, pp. 105-119.

      [29] Grubb, E.L. and Grathwohl, H.L. (1967), “Consumer selfconcept, symbolism and market behaviour: a theoretical approachâ€, Journal of Marketing, Vol. 31 No. 4, pp. 22-7.

      [30] Gupta, S., Lehmann, D. R., and Stuart, J. A. (2004), “Valuing customers†Journal of Marketing Research, Vol.41, pp.7–18.

      [31] Harris, J.R. (1998), “The Nurture Assumptionâ€, Free Press, New York, NY.

      [32] Hultman, M., Skarmeas, D., Oghazi, P. and Beheshti, H. M. (2015), “Achieving tourist loyalty through destination personality, satisfaction, and identificationâ€, Journal of Business Research, Vol.68, pp.2227-2231.

      [33] Jaffee, L.J. (1991), “Impact of positioning and sex-role identity on women’s responses to advertisingâ€, Journal of Advertising Research, June/July, pp. 57-64.

      [34] Kaplan, M.D., Yurt, O., Guneri, B. and Kurtulus, K. (2010), “Branding places: applying brand personality concept to citiesâ€, European Journal of Marketing, Vol. 44 Nos 9/10, pp. 1286-1304.

      [35] Katz, P.A. (1986), “Gender identity: development and consequences'', in Ashmore, R.D. and Del Boca, F. K. (Eds), The Social-Psychology of Female-Male Relations: A Critical Analysis of Central Concepts, Academic Press, New York, NY, pp. 2-67.

      [36] Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equityâ€, Journal of Marketing, Vol.57, pp.1–22.

      [37] Kotler, Philip H. (1991), “Marketing Management: Analysis, Planning, and Controlâ€, 8th ed. Englewood Cliffs, NJ:Prentice-Hall, Inc.

      [38] Kring, A.M. and Gordon, A.H. (1998), “Sex differences in emotion: expression, experience, and physiologyâ€, Journal of Personality and Social Psychology, March, pp. 686-703.

      [39] Malhotra, N.K. (2005), “Attitude and affect: new frontiers of research in the 21st centuryâ€, Journal of Business Research, Vol.58 No.4, pp. 477-82.

      [40] Milner, L.M. and Fodness, D. (1996), “Product gender perceptions: the case of Chinaâ€, International Marketing Review, Vol. 13 No. 4, pp. 40-51.

      [41] Milner, L.M., Speece, W.W. and Anderson, J. (1990), “Product gender perceptions: the case of Greeksâ€, in Synodinos, N.E. (Ed.), Proceedings of the 3rd Symposium on Cross-cultural Consumer and Business Studies, Honolulu,HI, pp. 404-14.

      [42] Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017), “Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyaltyâ€, Marketing Intelligence & Planning, 35(2), 166-179.

      [43] Park, C. S., & Srinivasan, V. S. (1994), “A survey-based method for measuring and understanding brand equity and its extendibilityâ€, Journal of Marketing Research, vol.31, pp.271–288.

      [44] Park, C., Jaworski, B.J. and MacInnis, D.J. (1986), “Strategic brand concept-image managementâ€, Journal of Marketing,Vol. 50 No. 4, pp. 125-145.

      [45] Pierre, C., Morwitz, V.G., and Reinartz, W.J. (2005), “Do intentions really predict behavior? Self-generated validity effects in survey researchâ€, Journal of Marketing, Vol. 69 No.2, pp.1-14.

      [46] Powell, M. and Ansic, D. (1997), “Gender differences in risk behavioral in ï¬nancial decision-making: an experimental analysisâ€, Journal of Economic Psychology, Vol. 18, pp. 605-28.

      [47] Roopnarine, J.L. and Mounts, N.S. (1987), “Current theoretical issues in sex roles and sex typingâ€, in Carter, D.B.(Ed.), Current Conceptions of Sex Roles and Sex Typing: Theory and Research, Praeger, New York, NY, pp. 7-32.

      [48] Salminen-Karlsson, M. (2006), “Situating gender in situated learningâ€, Scandinavian Journal of Management, Vol. 22 No. 1, pp. 31-48.

      [49] Schiffman, L.G., & Kanuk, L.L. (2004), “Consumer Behaviourâ€, 8th ed., Pearson Education, Upper Saddle River, NY.

      [50] Schlosser, A.E., White, T.B., and Lloyd, S.M. (2006), “Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions†Journal of Marketing, Vol.70, 133-148.

      [51] Shwuâ€Ing Wu (2003), “The relationship between consumer characteristics and attitude toward online shoppingâ€, Marketing Intelligence & Planning, Vol.21No.1, pp.37-44.

      [52] Sirgy, M. Joseph (1982), “Self-Concept in Consumer Behavior,†Journal of Consumer Research, Vol. 9 No.3, pp. 287–300.

      [53] Son, J., Jin, B., & George, B. (2013), “Consumers' purchase intention toward foreign brand goods†Management Decision, Vol.51No.2, pp.434-450.

      [54] Stern, B.B., Gould, S.J. and Tewari, S. (1993), “Sex-typed service images: an empirical investigation of self-service variablesâ€, Service Industries Journal, Vol. 13 No. 3, pp. 74-96.

      [55] Suar, D. and Gochhayat, J. (2016), “Influence of biological sex and gender roles on ethicalityâ€. Journal of business ethics, Vol.134, pp.199-208.

      [56] Sung, Y. and Kim, J. (2010), “Effects of brand personality on brand trust and brand affectâ€, Psychology & Marketing, Vol. 27 No. 7, pp. 639-661.

      [57] Sweeney, J.C. and Brandon, C. (2006), “Brand personality: exploring the potential to move from factor analytical to circuplex modelsâ€, Psychology & Marketing, Vol. 23 No. 8, pp. 639-663.

      [58] Tannen, D. (1995), Talking from 9 to 5, William Morrow, New York, NY.

      [59] Tashakkori, A. (1993), “Gender, ethnicity, and the structure of self-esteem: an attitude theory approachâ€, Journal of Social Psychology, Vol. 133, pp. 479-88.

      [60] Upshaw, L. (1995), “Building Brand Identity: A Strategy For Success in a Hostile Market Placeâ€, John Wiley, New York, NY.

      [61] West, C. and Zimmerman, D.H. (1998), ``Doing gender'', in Clinchy, B.M. and Norem, J.K. (Eds), The Gender and Psychology Reader New York University Press, New York, NY, pp. 104-24.

      [62] Woolfolk, A.E. (1995), Educational Psychology, 6th ed., Allyn & Bacon, Boston, MA.

      [63] Yoo, B., & Lee, S-H., (2009), “Buy genuine luxury fashion products or counterfeitsâ€, Advances in Consumer Research, Vol.36, 280-286.

      [64] Yorburg, B. (1974), “Sexual Identity: Sex Roles and Social Changeâ€, Wiley, New York, NY.

  • Downloads

  • How to Cite

    Kumar Rup, B., Gochhayat, J., & Samanta, S. (2018). Influence of Social Construct on Consumers’ Brand Purchase Intention: a Review of Research. International Journal of Engineering & Technology, 7(3.34), 511-515. https://doi.org/10.14419/ijet.v7i3.34.19370