Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.132717
Richa Joshi, Prerna Garg, Shampy Kamboj
The present study proposes a holistic framework to understand the effect of brand authenticity and brand identification on willingness to pay premium by taking brand jealousy as a mediating variable. Brand jealousy is a feeling of jealousy a consumer experiences when the brand he loves is purchased/owned by other individual but he himself is not able to possess the brand. Also, the effect of brand authenticity and brand identification in influencing brand jealousy is evaluated through direct and indirect routes by taking brand love a mediator. The findings of the study reveal that brand identification and brand authenticity have a direct and significant effect on brand jealousy, brand love, and willingness to pay a premium. The study confirms that the managers of sportswear brands and marketing planners must not ignore the relative importance of brand authenticity and identification in their overall brand-related assessment. Additionally, they should also focus on brand love and jealousy to facilitate willingness to pay premium from the perspective of the consumer.
{"title":"Examining the effects of brand authenticity and brand identification on consumers' willingness to pay premium","authors":"Richa Joshi, Prerna Garg, Shampy Kamboj","doi":"10.1504/ijima.2023.132717","DOIUrl":"https://doi.org/10.1504/ijima.2023.132717","url":null,"abstract":"The present study proposes a holistic framework to understand the effect of brand authenticity and brand identification on willingness to pay premium by taking brand jealousy as a mediating variable. Brand jealousy is a feeling of jealousy a consumer experiences when the brand he loves is purchased/owned by other individual but he himself is not able to possess the brand. Also, the effect of brand authenticity and brand identification in influencing brand jealousy is evaluated through direct and indirect routes by taking brand love a mediator. The findings of the study reveal that brand identification and brand authenticity have a direct and significant effect on brand jealousy, brand love, and willingness to pay a premium. The study confirms that the managers of sportswear brands and marketing planners must not ignore the relative importance of brand authenticity and identification in their overall brand-related assessment. Additionally, they should also focus on brand love and jealousy to facilitate willingness to pay premium from the perspective of the consumer.","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136028091","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}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.133339
Mohammad Javad Shayegan, Mohammad Keshavarzian
{"title":"Evaluating the impact of emotional advertisement on customers and its relationship with brand value","authors":"Mohammad Javad Shayegan, Mohammad Keshavarzian","doi":"10.1504/ijima.2023.133339","DOIUrl":"https://doi.org/10.1504/ijima.2023.133339","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135441531","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}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10051916
A. Kumar, Eklou R. Amendah
{"title":"The Influence of Perceived Risk and Branding on Fresh Produce Purchase Online","authors":"A. Kumar, Eklou R. Amendah","doi":"10.1504/ijima.2023.10051916","DOIUrl":"https://doi.org/10.1504/ijima.2023.10051916","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"32 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108883","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}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10055716
Syed Ali Abbas N.A.
{"title":"CSR AD IMPACT ON PURCHASE INTENTION","authors":"Syed Ali Abbas N.A.","doi":"10.1504/ijima.2023.10055716","DOIUrl":"https://doi.org/10.1504/ijima.2023.10055716","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67109067","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}
Pub Date : 2023-01-01DOI: 10.1504/IJIMA.2022.10040546
Federica Pascucci, Beatrice Ietto
{"title":"Classifying bloggers based on content creation approaches: implications for influencers marketing strategies","authors":"Federica Pascucci, Beatrice Ietto","doi":"10.1504/IJIMA.2022.10040546","DOIUrl":"https://doi.org/10.1504/IJIMA.2022.10040546","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67105048","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}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10053596
Harmeen Soch, Harleen Pabla
{"title":"Far More Than Just Flying! Role of Airline Brand Experience in Shaping Brand Satisfaction and Brand Loyalty","authors":"Harmeen Soch, Harleen Pabla","doi":"10.1504/ijima.2023.10053596","DOIUrl":"https://doi.org/10.1504/ijima.2023.10053596","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67109003","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}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10057988
N. Aksoy, Mehmet Yüksel, Ahmet Durmaz, Ebru T. Kabaday
{"title":"Role of Parasocial Interaction and Planned Behaviour Theory in Consumption Restriction Intentions","authors":"N. Aksoy, Mehmet Yüksel, Ahmet Durmaz, Ebru T. Kabaday","doi":"10.1504/ijima.2023.10057988","DOIUrl":"https://doi.org/10.1504/ijima.2023.10057988","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67110081","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}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10056068
Ashwin Jadeja, Richa Shreevastava, Vijayendra Gupta, H. Rathod, Krishnaba Vaghela
{"title":"Investigating online loyalty, attitude, credibility and moderating role of moral-identity from CRM perspective","authors":"Ashwin Jadeja, Richa Shreevastava, Vijayendra Gupta, H. Rathod, Krishnaba Vaghela","doi":"10.1504/ijima.2023.10056068","DOIUrl":"https://doi.org/10.1504/ijima.2023.10056068","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67109389","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}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10056990
Elisabetta Savelli, M. Cioppi, S. Hegner, I. Curina, B. Francioni
{"title":"BRAND HATE AND CONSUMERS RESPONSES: AN ANALYSIS IN THE OFFLINE AND ONLINE ENVIRONMENT","authors":"Elisabetta Savelli, M. Cioppi, S. Hegner, I. Curina, B. Francioni","doi":"10.1504/ijima.2023.10056990","DOIUrl":"https://doi.org/10.1504/ijima.2023.10056990","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67109990","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}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10057990
Hassan Tanha, S. Ali, Alireza Rokhsari
{"title":"The Influence of the Use of Luxury Brands and Social Media on Self-Expansion in the Clothing Industry: Evidence from Tehran","authors":"Hassan Tanha, S. Ali, Alireza Rokhsari","doi":"10.1504/ijima.2023.10057990","DOIUrl":"https://doi.org/10.1504/ijima.2023.10057990","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67110287","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}
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