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International Journal on Customer Relations

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2020
2021

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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All

Yadav, Renu

Role Of Brand Hate On The Relationship of Consumer Personality Traits And Brand Loyalty

Abstract Views :88 | PDF Views:0

Authors

Sunita Gupta ¹, Pankaj Gupta ², Renu Yadav ³

Affiliations
1 Associate Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi, IN
2 Assistant Professor, Department of Commerce, Ramanujan College, University of Delhi, New Delhi,, IN
3 Guest Faculty, NCWEB, University of Delhi, Delhi, IN

Source

International Journal on Customer Relations, Vol 8, No 2 (2020), Pagination: 27-34

Abstract

This research examines relationship between consumer personality traits comprising of extraversion, agreeableness, openness to experience, and conscientiousness and brand loyalty. Further, this relationship is tested by introducing a mediating variable namely Brand hate. Brand hate is the negative emotional effect of the consumer towards the brand. Convenience sampling was used to collect the primary data of the respondents. The study is carried out on a sample of 250 respondents. Theoretical model was tested through structural equation modelling using SPSS 24 and Amos 22. It is found that all personality traits variables studied have a direct relationship with brand loyalty. Mediation results indicate that brand hate fully mediates the relationship amongst extroversion-brand loyalty and conscientiousness-brand loyalty. Furthermore, partial mediation of brand hate exists between agreeableness-brand loyalty and openness to experience-brand loyalty. This research presents new perspectives for constructing a prudent model of consumer personality traits and brand loyalty by incorporating brand hate as the mediator. Findings, implications, and limitations are discussed towards the end of the paper.

Keywords

Consumer Personality, Brand Hate, Brand Loyalty, Personality Traits

Full Text

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Impact Of Social Factors On Clothing Purchase Behaviour Patterns: A Study On Working Women Consumers

Abstract Views :136 | PDF Views:0

Authors

Sunita Gupta ¹, Renu Yadav ²

Affiliations
1 Associate Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi,, IN
2 Assistant Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi, IN

Source

International Journal on Customer Relations, Vol 9, No 1&2 (2021), Pagination: 39-51

Abstract

Consumer demand for fashion apparel is at an all-time high, resulting in a paradigm change in consumer tastes. Social factors plays a very significant role in the purchase behaviour pattern in the clothing sector. The aim of this research is to determine the influence of social factors, including reference groups, social media, fashion involvement, and clothing benefits sought, on the purchasing decisions of working women. This research also intends to investigate the level of cognitive dissonance among the aforementioned users. The data was evaluated using structural equation modelling on a sample of 250 urban women. According to the findings of the study, social media, reference groups, and clothing benefits sought were significantly linked to purchasing decisions. There was no significant difference in purchasing decision for fashion involvement. Furthermore, buying decisions have a huge impact on customer cognitive dissonance. The results have implications for future studies, as well as retail stores.

Keywords

Buying Behaviour, Working Women Consumers, Clothing Buying Behaviour, Social Influence Factors, Consumer Behaviour

Full Text

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