Assessment of the Effects of Consumers’ Innovativeness, Emotional Values, and Competition on Their Intention to Purchase Foreign-brand Goods in Iran

Document Type : Research Paper

Authors

1 Faculty Member, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

2 Ph.D. Candidate in Marketing Management, Young Researchers and Elite Club, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

10.29252/bar.9.18.159

Abstract

Customers’ purchasing behavior is guided by a set of social behaviors. The primary purpose of this study is to structuralize and validate the relationships in a new pattern of the effects of consumers' innovativeness, emotional values, and competition on their intention to purchase foreign-brand goods. To achieve this purpose, all the clients of the appliance-supplying commercial complexes across Sanandaj, west of Iran, were considered as the study population and enrolled into the study. From the methodological perspective, this work is a correlational-applied study conducted according to a descriptive-survey method. The required data were gathered through combination and consolidation of a number of standard questionnaires, with some formal modifications. The content validity of the recognized factors was confirmed by experts and the construct validity of the developed scale by factor analysis and KMO index. The scale's reliability was investigated and then confirmed by Cronbach's alpha coefficient for all the variables. Through the data analysis, it was indicated that the raised variables are good predictors of the intention to buy foreign-brand goods. Therefore, it can be argued that a consumer’s innovativeness, emotional values, and sense of competition independently influence his or her tendency to purchase foreign-brand goods to a certain degree. The other results obtained suggest the appropriate goodness-of-fit and the good degree of approximation of the recommended model.

Keywords


1- Aker, D. (1991). Managing brand equity, New York: Free Press.
2- Amirshahi, M., Heydarzadeh, K., Dabestani, F. (2012). The Effect of Consumer Innovation on Purchasing Decision-Making Styles. Journal of New Marketing Research, Vol. 1, No. 3, pp. 1-26. (In Persian).
3- Anne, M., Fredric, K. (2003). Consumer Values and Attitude Toward Cause-Related Marketing: a Cross-Cultural Comparison. Advances in Consumer Research, Vol. 30, No. 3, pp. 377-389.
4- Bartels, J., Reinders, M. (2010). Consumer innovativeness and its correlates: A propositional inventory for future research. Journal of Business Research, Vol. 64, No. 6, pp. 601-609.
5- Bertrandias, L., Goldsmith, R. (2006), Some psychological motivations for fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management, Vol. 10, No. 1, pp. 25-40.
6- Bettman, Jomes R. An. (1978). Information Processing Theory of Consumer Choice. Journal of Marketing, Vol. 43, No. 3, pp. 124-136.
7- Bhat, S., Reddy, S. (1998). The impact of parent brand attribute associations and effect on brand extension evaluation. Journal of Business Research, Vol. 53, No. 3, pp. 11-22.
8- Brodowsky, B. (2006). The role of country of origin in consumer purchase decisions: Development and testing of a comprehensive theoretical model. Ph.D. Dissertation, the State University of New York.
9- Brun, A., Cecilia, C. (2008). Supply chain strategy in the fashion industry: Developing a portfolio model depending on product, retail channel and brand. International Journal of Production Economics, Vol. 16, No. 2, pp. 169-181.
10- Candan,  B., Ünal,  S., Erciş,  A. (2013). Analyzing the relationship between consumption values and brand loyalty of young people: A study on personal care products. International Association of Social Science Research, Vol. 9, No. 3, pp. 29-46.
11- Chakrabarti, S., Baisya, R. K. (2009). The influences of consumer innovativeness and consumer evaluation attributes in the purchase of fashionable ethnic wear in India. International Journal of Consumer Studies, Vol. 33, No. 6, pp. 706-714.
12- Chao, C., Reid, M., Mavondo, F. (2012). Consumer innovativeness influence on really new product adoption. Australasian Marketing Journal, Vol. 20, No. 3, pp. 211-217.
13- Chryssochoidis, G., Krystallis, A., Perreas, P. (2007). Ethnocentric beliefs and country-of-origin (COO) effect: Impact of country, product and product attributes on Greek consumers' evaluation of food products. European Journal of Marketing, Vol. 41, No. 11, pp. 1518-1544.
14- Cialdini, R., Goldstein, N. (2004). Social influence: compliance and conformity. Annual Review of Psychology, Vol. 55, No. 1, pp. 591-621.
15- Cowart, K., Fox, G., Wilson,  A. (2008). A Structural Look at Consumer Innovativeness and Self-Congruence in New Product Purchases. Psychology & Marketing, Vol. 25, No. 12, pp. 1111-1130.
16- Dagger, T., Raciti, M. (2011). Matching consumers' country and product image perceptions: an Australian perspective. Journal of Consumer Marketing, Vol. 28, No. 3, pp. 200-210.
17- Dedeshti, Z., Ghasmie, H., Sefie, A. (2011). The Effect of Consumer Ethnocentrism on Imports Purchase Intention. Journal of Improvement Management Studies, Vol. 17, No. 62, pp. 115-142. (In Persian).
18- Ebrahimi, A., Jafarzadeh, M., Bozorgi, S. (2013). Analyzing factors Affecting Consumers’ Attitude & Intention to Purchase Counterfeit products of luxury Brands In clothing Industry. Journal of New Marketing Research, Vol. 2, No. 3, pp. 1-34. (In Persian).
19- Goldsmith, R., Flynn, L. (1992). Identifying Innovators in Consumer Product Markets, European Journal of Marketing, Vol. 26, No. 12, pp. 42-55.
20- Grönroos, C. (2006), Adopting a Service Logic for Marketing. Marketing Theory, Vol. 6, No 3, pp. 317-333.
21- Hem, L., Leslie, C., Nina, M. (2003). Factors Influencing Successful Brand Extensions. Journal of Marketing Management, Vol. 19, No. 8, pp. 781-806.
22- Heydarzadeh, K., Bebodi, M., Ghodsiekhoh, A., Monsefi, M., Maneshi, A. (2012). Intangible Advertising of Brand and Its Effect on Consumer’s Choice. Journal of Marketing Managment, Vol. 6, No. 13, pp. 19-33. (In Persian).
23- Hirschman, E.C. (1980). Innovativeness, Novelty Seeking and Consumer Creativity. Journal of Consumer Research, Vol. 7, No. 4, pp. 285-293.
24- Hohman, N., Janssen, M. (2012). Addressing global Sustainability challenges from the bottom up: The role of information feedback, Center for study of institutional Diversity.
25- Hu, Y. (2010). An investigation on the linkage between purchase intention and service quality in the E-commerce context, International Conference on Innovative Computing and Communication and 2010 Asia-Pacific Conference on Information Technology and Ocean Engineering, pp. 304 - 307.
26- Huang. Y. (2003). Consumer Innovativeness and Consumer Expectations for New IT Products: Implications for Purchase Behavior. Asia Pacific Management Review, Vol. 8, No. 2, pp. 113-134.
27- Hunt, J.  (1991). Leadership: A new synthesis. Newbury Park, CA: Sage.
28- Hussain Shah, S., Ahsan, R., Jaffari, J.A .,Waris,S ., Ejaz, W., Fatima, M., Sherazi, S. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management .Vol. 4. No. 3, pp.105-110.
29- Junghwa, S., Byoungho, J., Bobby, G. (2013). Consumers' purchase intention toward foreign brand goods. Management Decision, Vol. 51, No. 2, pp.434 – 450.
30- Khanalizadeh, R., Kordnaiej, A., Fani, A., Moshabaki, A. (2010 Study of the relationship between organizational learning and empowerment. Research Transformation Management, Vol. 2, No. 1, pp. 20-45. (In Persian).
31- Kinra, N. (2006), the effect of country-of-origin on foreign brand names in the Indian market, Marketing Intelligence & Planning, Vol. 24,  No. 1, pp 15-30.
32- Klink, R. R. Smith, D. (2001). Threats to the external validity of brand extension research. Journal of Marketing Research, Vol. 38, No. 3, pp 326-335
33- Knight, D., Christy, C., Hae., Jung, K. (2006). The Impact of Retail Work Experience, Career Expectation, and Job Satisfaction on Retail Career Intention. Journal of Retailing, Vol. 72, No. 1, pp 57-75.
34- Kotler, P., Armstrong, G. (2011). Principles of Marketing. 14th Ed, Upper Saddle River, N.J: Prentice Hall.
35- Kumar, A., Hyun-Joo L., Youn-Kyung, K. (2009). Indian consumers' purchase intention toward a United States versus local brand. Journal of Business Research, Vol. 62, No. 4,  pp 521–527.
36- Lerkpollakarn, A., Khemarangsan, A. (2007). A Study of Thai Consumer Behavior towards Fashion Clothing, International Business Program, Silpakorn University.
37- Mason, R. (2001). Conspicuous consumption: A literature review, European Journal of Marketing, Vol. 18, No. 3,  pp. 26–39.
38- Midgley, D., Dowling, G. (1978). Innovativeness: the Concept and its Measurement. Journal of Consumer Research, Vol. 4, No. 1,  pp. 229-242.
39- Miremadi, A., Fotoohi, H., Sadeh, F., Tabrizi,  F., Javidi, K. (2011). the possible effects of need for uniqueness’s dimensions on luxury brands: Case of Iran and UAE. International Journal of Marketing studies. Vol.3. No 3, pp. 1-13. (In Persian).
40- Mohsenin, S., Esfidani, M., Karami, M., Khaje Dahaghani, A. (2013). Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe. Journal of Business Management, Vol. 5, No. 2, pp. 149-168. (In Persian).
41- Mokhlis, S. (2009). An Investigation of Consumer Decision-making Styles of Young Adults in Malaysia. International journal of Business and Management, Vol. 4, No. 4, pp. 1-9.
42- Mortazavi, S., Kafashpour, A., Arjomine Nejad, A. (2010). Investigating the role of the national sweat interface on the buyer's intention to use imported goods. Journal of Executive Management, Vol. 2, No. 40, pp. 109-134. (In Persian).
43- Park, J., Yu, J., Zhou, H. (2010). Consumer innovativeness and shopping styles. Journal of Consumer Marketing, Vol. 27 No. 5, pp.437-446.
44- Prendergast, G., Tsang, A., Chan, C. (2010). The interactive influence of country of origin of brand and product involvement on purchase intention. Journal of Consumer Marketing, Vol. 27, No. 2,  pp. 180–188.
45- Rogers, E. (1995). Diffusion of innovations, 4th Ed. New York: The Free Press.
46- Schwartz, S.H. (1992). Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries. Advances in Experimental Social Psychology, 25, 1–65.
47- Seltene, M., Brunel, O. (2008). Brand extension: the moderating role of the category to which the brand extension is found. Journal of product & brand management, Vol. 17, No. 6,  pp. 393–402.
48- Seyed Javadin, S., Esfidani, M. (2012). Consumer behavior. Tehran: Tehran University Press. (In Persian).
49- Sheth, J., Newman, B. Gross, B. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, Vol. 22, No. 2, pp. 159–170.
50- Shim, T. (1996). Adolescent Consumer Decision making Styles: The Consumer Socialization Perspective. Psychology & Marketing, Vol. 13, No. 6, pp. 547-569.
51- Shimp, T., Sharma, S. (1987). Consumer Ethnocentrism, Construction and Validation of the CETSCALE. Journal of Marketing Research, Vol. 24, No. 1,  pp. 280–289.
52- Shirkhodaie, M., Nouripour, A., Shariati, F. (2014). Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe. Journal of Marketing Managment, Vol. 1, No. 1, pp. 33-49. (In Persian).
53- Shukla, P. (2011). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring  inter functional interactions and a cross-national comparison. Journal of World Business, Vol. 46, No. 2, pp. 242–252.
54- Sidin, S. Abdul Rahman, M., Abdul Rashid, Z., Othman, N., Abu Bakar, A. (2008). Effects of Social Variables on Urban Childrens Consumption Attitude & Behavior Interactions. Journal of Consumer Marketing, Vol. 20, No. 2, pp. 267-279.
55- Sweeney, J, Soutar, G. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, Vol. 77, No. 2, pp. 203-220.
56- Vandecasteele, B. & Geuenes, M. (2010). Motivated consumer innovativeness; concept, measurement, and validation. International Journal of research in marketing, Vol. 27, No. 4, pp. 308-318.
57- Vazifehdust, H., Hariri, M. (2012). Effect of Brand Extension Strategy on Brand Image on FMCG and Services Sectors. Journal of Marketing  Management, Vol. 7, No. 15, pp 41-66. (In Persian).
58- Venkatraman, M., Price, L. (1990). Differentiating between Cognitive and Sensory Innovativeness. Journal of Business Research, Vol. 20 No. 4, pp.293- 315.
59- Workman, J.E., Caldwell, L. (2007). Centrality of visual product aesthetics, tactile and uniqueness needs of fashion consumers. International Journal of Consumer Studies, Vol. 31, No. 4, pp. 589-596.
60- Xiao, G., Kim, J. (2009). The Investigation of Chinese consumer values, consumption values life satisfaction and consumption behavior. Psychology and Marketing, Vol. 26, No. 7, pp. 610-624.