The effect of brand image, brand trust, and brand experience on consumers' intention to purchase hedonic products in South Africa
Date
2015
Authors
Durand, Kyle
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Whilst there are extensive prior studies on the drivers of consumers’ intention to
purchase a product, such prior studies have tended to look at developed markets
(Cobb-Walgren, Ruble, & Donthu, 1995; O'brien, 1971; Philiastides & Ratcliff, 2013)
In South Africa, there is limited researches on hedonic products and consumers
decision making when purchasing these products.
The purpose of this research is to determine the effect that brand image, trust and
experience has on consumers’ intention to purchase hedonic products in South
Africa. The hypothesised relationship between these predictor variables (brand
image, brand trust and brand experience) against the outcome variable of a
consumer’s intention to purchase was postulated.
The method of analysis used was quantitative. This tactic is a convenience sampling
tactic which is utilised frequently within social research (Bickman & Rog, 1998) The
initial pool of contacts was that ere utilised as part of the snowballing technique was
162.
Path analysis was utilised to assess the relationship between the manifest variable
and the outcome variable.
Brand image and Brand experience of hedonic products has a significant and
positive effect on consumer’s intention to purchase. Brand experience was shown to
have a higher effect than brand trust on the consumer’s intention to purchase. The
Brand image constructed was rejected.
These constructs are important for markers to understand within emerging markets
as Sharma (2011) noted the growing materialism in emerging economies as
opposed to the slowing down of materialism in the developed world. Shukla (2012)
furthermore highlighted the importance of understanding this market as emerging
markets size and growth provides large opportunities for firms.
Description
MBA
Keywords
Brand choice -- South Africa. Consumer behavior -- South Africa. Consumers' preferences -- South Africa.