Innovative Marketing最新文献_第2页

Impulse buying tendency in online food delivery service among Muslims in Indonesia 印度尼西亚穆斯林在线食品配送服务的冲动购买倾向

IF 1.1

Innovative Marketing Pub Date : 2024-06-03 DOI: 10.21511/im.20(2).2024.18

Nur Rizqi Febriandika, Cindy Puspitasari, Maziyyatul Muslimah

{"title":"Impulse buying tendency in online food delivery service among Muslims in Indonesia","authors":"Nur Rizqi Febriandika, Cindy Puspitasari, Maziyyatul Muslimah","doi":"10.21511/im.20(2).2024.18","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.18","url":null,"abstract":"This study investigates the factors influencing impulse buying behavior in online food purchases in Indonesia. The research gathered data from 270 valid respondents from the Muslim community through an online survey (Google Forms). Demographic analysis revealed a predominantly young, single-student population, primarily from Central Java. The study employed the Structural Equation Modeling (SEM) technique to analyze the data and test the hypotheses. The impulse buying tendency scale included seven variables: religiosity, platform quality, social influence, intentions, self-control, consumer mood and Impulse buying tendency. The results indicate that self-control (β: –0.140, p-value: 0.024) plays a crucial role in mitigating impulse buying tendencies whereas religiosity (β: 0.304, p-value < 0.001) can increase the level of self-control. Additionally, platform quality (β: 0.488, p-value < 0.001) significantly impacts individuals’ intention to engage in impulsive purchases. Consumer mood (β: 0.681, p-value < 0.001) is the highest cause of impulse buying behavior. Notably, self-control can reduce impulsive buying tendencies, which means that the higher the self-control ability, the lower the possibility of making impulse purchases. However, the social influence (β: –0.175, p-value: 0.026) has a negative effect on self-control.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141272085","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Bank identification and perceived bank brand personality: A gender comparison 银行认同和感知的银行品牌个性：性别比较

IF 1.1

Innovative Marketing Pub Date : 2024-06-03 DOI: 10.21511/im.20(2).2024.17

Marko van Deventer

{"title":"Bank identification and perceived bank brand personality: A gender comparison","authors":"Marko van Deventer","doi":"10.21511/im.20(2).2024.17","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.17","url":null,"abstract":"Understanding how gender impacts millennial retail banking customers’ bank identification, as well as their perceptions of bank brand personalities, is important, given that retail banks need to effectively segment their markets and develop targeted marketing campaigns to engage and retain millennial customers. The paper aimed to investigate the differences between millennial male and female banking customers in terms of their identification with their retail bank and the brand personalities they associate with their bank. The research utilized a self-executed survey, collecting data from a sample comprising 116 males and 119 females for analysis in South Africa. Using a descriptive research design, the study employed several statistical methods, including independent samples t-tests and multiple linear regression analysis, to observe the potential differences between the genders in bank identity and perceived brand personality. The analysis of the survey data revealed significant differences between male and female participants. It was found that males identified less with their retail bank compared to females. In terms of brand personality, males associated more with the community-driven personality and less with the success, sophistication, and sincerity brand personalities. On the other hand, sophistication (β = 0.356; p = 0.003) and community-driven (β = 0.432; p = 0.002) brand personality influenced the males’ bank identification. None of the brand personalities significantly affected females’ bank identification.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141272747","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Crowdsourcing capabilities: fueling new products? How firm size and business type matter 众包能力：助推新产品？公司规模和业务类型有何影响

IF 1.1

Innovative Marketing Pub Date : 2024-05-24 DOI: 10.21511/im.20(2).2024.16

Muhammad Dharma Tuah Putra Nasution, Pipit Buana Sari, Henry Aspan, Yossie Rossanty, Irawan Irawan

{"title":"Crowdsourcing capabilities: fueling new products? How firm size and business type matter","authors":"Muhammad Dharma Tuah Putra Nasution, Pipit Buana Sari, Henry Aspan, Yossie Rossanty, Irawan Irawan","doi":"10.21511/im.20(2).2024.16","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.16","url":null,"abstract":"Crowdsourcing has emerged as a valuable tool for organizations seeking to access external knowledge and resources for their innovation processes. This study aims to investigate crowdsourcing capabilities in the context of new product development initiatives, with a focus on exploring the moderating effects of firm size and type. Structural Equation Modeling using Partial Least Squares (SEM-PLS) is used to analyze both the measurement and structural models, with data drawn from 217 owners and managers of diverse businesses in Indonesia. These businesses range from small to medium-scale enterprises across various types, including cafes, restaurants, fashion, culinary, and furniture. The findings reveal a positive and significant impact of crowdsourcing capabilities on new product development initiatives (β = 0.746, p = 0.000). Moreover, the relationship between crowdsourcing and new product development is moderated by firm size (whether small or medium) (β = 0.103, p = 0.045) and the type of business (β = 0.157, p = 0.012). The outcomes of this study are anticipated to enrich the body of knowledge and provide valuable guidance for enterprises seeking to harness crowdsourcing in their new product development processes, with specific factors like firm size and type taken into account.\u0000AcknowledgmentThis study was supported by the Indonesian Ministry of Education, Culture, and Technology Research in 2022: Research Grant Scheme “PDUPT”No. 124/LL1/LT/K/2022.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141101783","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Exploring factors of service adoption using SERVQUAL paradigm: Its impact on millennials’ adoption of services in the self-drive rental sector 利用 SERVQUAL 范式探索服务采用因素：其对千禧一代采用自驾车租赁服务的影响

IF 1.1

Innovative Marketing Pub Date : 2024-05-14 DOI: 10.21511/im.20(2).2024.15

A. S. Suresh, László Vasa, Vinod Sharma, Yogesh Mahajan

{"title":"Exploring factors of service adoption using SERVQUAL paradigm: Its impact on millennials’ adoption of services in the self-drive rental sector","authors":"A. S. Suresh, László Vasa, Vinod Sharma, Yogesh Mahajan","doi":"10.21511/im.20(2).2024.15","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.15","url":null,"abstract":"The self-drive rental sector has witnessed exponential growth in recent years due to rising demand for long and short-distance drives among millennials. This study aims to investigate the quality of services in the self-driving rental sector and its impact on customer adoption or rejection of service in India. The conceptual framework was developed using the SERVQUAL model and other important factors affecting consumers’ service adoption. A quantitative research method was deployed, and data were gathered through a survey method using a structured questionnaire (based on a 5-point Likert scale). The sample size comprised 385 respondents, 23-38 years old millennials (with 69% of males and 31% of females). The population sample was chosen from Delhi, Mumbai, and Bangalore, India. The data were collected in March 2023. The factor and regression analyses were applied along with chi-square and SEM analyses to test the research hypotheses. The results indicated that the absence of low prices (42%), customer assistance (28 %), and security issues is responsible for consumer rejection. The factors leading to dissatisfaction are the absence of consumer schemes and discounts, a lack of staff interaction and assistance, and poor service quality. The brands must focus on the negative impact arising from the absence of these factors and effectively address the areas of improvement to regain customer trust and garner customer loyalty.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-05-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140979288","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Social media marketing and customer purchase intention: Evidence-based bibliometrics and text analysis 社交媒体营销与客户购买意向：基于证据的文献计量学和文本分析

IF 1.1

Innovative Marketing Pub Date : 2024-05-09 DOI: 10.21511/im.20(2).2024.14

Anh Tuan Phan, Anh Van Nguyen, Nhan Van Ho, Giang Ha Hai

{"title":"Social media marketing and customer purchase intention: Evidence-based bibliometrics and text analysis","authors":"Anh Tuan Phan, Anh Van Nguyen, Nhan Van Ho, Giang Ha Hai","doi":"10.21511/im.20(2).2024.14","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.14","url":null,"abstract":"The rapid proliferation of social media platforms has sparked heightened interest among businesses seeking to leverage them to enhance customer purchase intentions. Consequently, there has been a surge in research exploring the intersection of social media marketing and consumer behavior. However, gaps persist regarding the primary themes within this research domain. This study analyzes 282 research papers spanning from 2012 to 2022, sourced from the Web of Science Core Collection, focusing on social media and customer purchase intentions. Leveraging Latent Dirichlet Allocation (LDA) commands in STATA and VOSviewer software, the study investigates emerging trends and prevalent themes, visualizing the dataset. The findings indicate a notable increase in research output, particularly from developed countries, with significant collaboration between developed and developing nations. Moreover, the study identifies five principal research topics: 1) the impact of social media marketing on consumer purchase intention, 2) the consequences of online brand communities on purchase behavior, 3) factors influencing consumer purchase intention, 4) influencer effects on purchase intention, and 5) social media advertising and marketing strategies. Future inquiries should delve into various factors shaping customer purchase intentions, including the role of influencers, word-of-mouth dynamics, and advertising strategies while considering the diverse cultural contexts across different regions. This comprehensive analysis provides valuable insights for researchers and practitioners alike, guiding future endeavors in understanding and harnessing the power of social media in consumer decision-making processes.\u0000AcknowledgmentsGiang Hai Ha was funded by the Master, PhD Scholarship Programme of Vingroup Innovation Foundation (VINIF), code VINIF.2022.TS030.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140996619","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Navigating influence: Unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media 影响力导航：解读中国社交媒体中微影响力属性对消费者选择的影响

IF 1.1

Innovative Marketing Pub Date : 2024-05-08 DOI: 10.21511/im.20(2).2024.13

Jimin Hu, Shafie Sidek, Azmawani Abd Rahman, Raja Nerina Raja Yusof

{"title":"Navigating influence: Unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media","authors":"Jimin Hu, Shafie Sidek, Azmawani Abd Rahman, Raja Nerina Raja Yusof","doi":"10.21511/im.20(2).2024.13","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.13","url":null,"abstract":"This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing partial least squares structural equation modeling (PLS-SEM) to analyze the intricate relationships among latent variables. The respondents comprise active users of major Chinese social media platforms, such as Weibo and Xiaohongshu. For primary data collection, 329 respondents were surveyed online, utilizing a convenient sampling method as part of non-probability sampling. Data collection spanned four weeks, and participants were given the option to respond in either English or Mandarin. The findings suggest significant associations between consumer purchasing behavior and micro-influencer attributes. Specifically, knowledge, entertainment value, credibility, and transparency exhibit varying degrees of influence on consumer behavior within the Chinese social media landscape. The p-value for H1, H2, H3, and H7 appeared as 0.000 and shows that these are the highly significant relations, whereas the p-value for H3 (0.019), for H5 (0.001), and for H6 (0.028) shows that these relations play a moderate role in the proposed model. Elucidating the role of key attributes provides valuable insights for marketers and businesses seeking to leverage micro-influencer marketing strategies effectively in this rapidly evolving digital landscape.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140998860","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Customer switching intention from home delivery to smart locker delivery: Evidence from Vietnam 从送货上门到智能储物柜配送的客户转换意向：来自越南的证据

IF 1.1

Innovative Marketing Pub Date : 2024-05-07 DOI: 10.21511/im.20(2).2024.12

Nguyet Nguyen, Minh Trang Nguyen, Thi Thuy Chung Nguyen, Manh Hung Nguyen

{"title":"Customer switching intention from home delivery to smart locker delivery: Evidence from Vietnam","authors":"Nguyet Nguyen, Minh Trang Nguyen, Thi Thuy Chung Nguyen, Manh Hung Nguyen","doi":"10.21511/im.20(2).2024.12","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.12","url":null,"abstract":"The purpose of this study is to uncover evidence on the factors influencing switching intention from home delivery to smart lockers in the last-mile delivery service. The research model is constructed based on the Pull-Push-Mooring Theory and the Customer Perceived Value Theory using structural equation modelling to analyze data collected from 557 smart locker users in Vietnam. The results indicated a significantly positive influence of pull factors (convenience, environmental friendliness, and security) and push factors (delivery failure experience and risk), and confirmed that mooring factors (habit and switching cost) negatively impacted customers’ intention to switch from home delivery to smart lockers. The study also revealed that mooring factors moderate the relationship between pull factors and the intention to switch. Moreover, gender, age and frequency of shopping online are significant to switching intention, and usefulness mediates between them and switching intention. Several managerial implications were suggested for stakeholders in order to enhance customers’ switching intentions to use smart lockers, thereby improving the quality, efficiency, and sustainability of the last-mile delivery service in the future.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141005843","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment 社交媒体影响力通过信任对品牌偏好的影响：情感依恋的调节作用

IF 1.1

Innovative Marketing Pub Date : 2024-05-03 DOI: 10.21511/im.20(2).2024.11

Khansa Zaman, Sajjad Nawaz Khan, Muhhamad Abbas, Amani AbdAlatti

{"title":"Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment","authors":"Khansa Zaman, Sajjad Nawaz Khan, Muhhamad Abbas, Amani AbdAlatti","doi":"10.21511/im.20(2).2024.11","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.11","url":null,"abstract":"Social media influencers have gained immense attention in recent times due to increased use in the cosmetics industry. Trust and emotional attachment play a vital role between influencers and followers. The aim of this study is to investigate the impact of social media influencers’ characteristics on predicting intention to buy the recommended beauty brands through trust and a moderating role of emotional attachment with influencers. A sample size of 342 respondents from Pakistan was used to empirically test the hypothesized relationships. The respondents were social media users who follow renowned celebrities on various social media platforms and buy beauty products based on their recommendations. Thus, a purposive sampling technique was employed for data collection using online and in-person data collection methods. Quantitative techniques of regression and process models were used for data analysis. The findings show that characteristics of social media influencers, such as credibility and trustworthiness, have a significant positive impact (β = 0.521, p < .05) on the intention to buy cosmetic products from a particular brand. Likewise, emotional attachment between influencers and followers strengthens the effect on willingness to buy an endorsed brand approving moderation (β = 0.584, p < .05). Trust is also an important mediator as it plays a central role between characteristics of social media influencers and intention to buy products (β = 0.411, p < .05). This study discussed the implications and future research directions while incorporating research limitations. \u0000Acknowledgment The authors extend their appreciation to the deanship of scientific research at King Khalid University for funding this work through a large group research project under grant number (RGP. 2/554/45).","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141016912","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Consumer ethnocentrism, cosmopolitanism, product judgment, and foreign product purchase intention: An empirical study in Vietnam 消费者的民族中心主义、世界主义、产品判断和外国产品购买意向：越南实证研究

IF 1.1

Innovative Marketing Pub Date : 2024-04-23 DOI: 10.21511/im.20(2).2024.10

Tran Thi Ngoc Lan, Tran Thanh Trung

{"title":"Consumer ethnocentrism, cosmopolitanism, product judgment, and foreign product purchase intention: An empirical study in Vietnam","authors":"Tran Thi Ngoc Lan, Tran Thanh Trung","doi":"10.21511/im.20(2).2024.10","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.10","url":null,"abstract":"This study aims to determine the relationship between consumer ethnocentrism, consumer cosmopolitanism, imported product judgment, and foreign product purchase intention in Vietnam. This paper tries to present its results empirically, which might be helpful in preparing a strategy for Vietnamese customers’ international purchasing behavior to increase competition at retail companies in Vietnam. It uses a questionnaire with a purposive random sampling of 311 customers in Vietnam. Analysis was conducted through a quantitative descriptive analysis, measurement of variable dimensions on the questionnaire using a seven-point Likert scale, and partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. This study found that imported product judgment, consumer cosmopolitanism, social influence, and perceived behavioral control positively influence foreign product purchase intention, whereas customer ethnocentrism has a negative impact on that intention. The association between consumer cosmopolitanism and foreign product purchase intention is mediated by imported product evaluation and consumer ethnocentrism. At the same time, national identity does not affect consumer ethnocentrism and foreign product purchase intentions. Besides, this study offers some managerial implications for marketers in decisions linked to Vietnamese customers’ international purchasing behavior to increase competition in the domestic market.\u0000AcknowledgmentThe authors express a sincere gratitude to all the participants who generously took part in this research study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140669143","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The influence of co-branding strategies on repurchase intention: Empirical evidence on cosmetics and herbal medicine collaboration product in Indonesia 联合品牌战略对回购意向的影响：印度尼西亚化妆品和草药合作产品的经验证据

IF 1.1

Innovative Marketing Pub Date : 2024-04-17 DOI: 10.21511/im.20(2).2024.08

R. Basiya, Marlien Marlien, Kasmari Kasmari, Bambang Sutejo, Bambang Sudiyatno

{"title":"The influence of co-branding strategies on repurchase intention: Empirical evidence on cosmetics and herbal medicine collaboration product in Indonesia","authors":"R. Basiya, Marlien Marlien, Kasmari Kasmari, Bambang Sutejo, Bambang Sudiyatno","doi":"10.21511/im.20(2).2024.08","DOIUrl":"https://doi.org/10.21511/im.20(2).2024.08","url":null,"abstract":"During collaboration strategies, companies combine two or more products with different characteristics. This strategy is interesting to research because it is an out-of-the-box strategy. In general, brand partnerships usually occur between companies with similar values, missions, and consumer target markets. This study aims to examine the effect of co-branding and promotions on customer-based brand equity and repurchase intentions with customer-based brand equity as a mediator. This paper used a quantitative approach. Data collection was carried out through online surveys distributed among 115 buyers of a collaborative product of Upmost Beauté cosmetic item and Tolak Angin herbal medicinal item in the city of Semarang, Central Java Province, Indonesia. Data analysis used regression tests and Sobel tests with SPSS 24.0 software. The research results found empirical evidence that co-branding and promotions increase customer-based brand equity, and customer-based brand equity increases repurchase intentions. These results also reveal the mediating role of customer-based brand equity in contributing to increased repurchase intentions. Co-branding and promotional strategies increase repurchase intentions through customer-based brand equity. Companies should focus on co-branding strategies, promotions, and customer-based brand equity to attract more consumers to repurchase Upmost Beauté and Tolak Angin collaboration product.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140692095","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0