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The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator

Author

Listed:
  • Neelam Akbar

    (Lecturer, Department of Center for Management and Commerce, University of Swat, KP, Pakistan.)

  • Alam Zeb

    (Assistant Professor,Department of Management Studies, University of Malakand, KP, Pakistan.)

  • Shabir Ahmad

    (Assistant Professor, Department of Management Studies,University of Malakand, KP, Pakistan.)

Abstract

The rationale of the study lies in investigating the role of brand rejuvenation on consumer purchase intention, it also emphasizes digging the mediating effects of brand attitude on brand rejuvenation and consumer purchase intentions. Quantitative research was carried out for understanding the rationale behind consumer brand preferences, their attitude, and purchase intentions. This study employed positivism; deductive approach in which collected quantitative and numerical data were tabulated and analyzed statistically in order to facilitate and test the detail set of hypotheses for the purpose of reaching objective truth. SPSS computer software was employed along with multiple regression and correlation analysis were carried out for testing and checking hypotheses and model fitness respectively. Dual statistical techniques i.e. Barron and Kenny’s (1986) and Preacher and Hayes (2008) were applied for checking mediation effects of the study. All the variables were significantly correlated with each other which clearly indicates the importance of brand rejuvenation, brand attitude and purchase intentions.

Suggested Citation

  • Neelam Akbar & Alam Zeb & Shabir Ahmad, 2017. "The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator," Global Regional Review, Humanity Only, vol. 2(1), pages 197-210, June.
    • Handle: RePEc:aaw:grrjrn:v:2:y:2017:i:1:p:197-210
    DOI: 10.31703/grr.2017(II-I).14
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    References listed on IDEAS

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    1. Živa Kolbl & Maja Konečnik Ruzzier & Tomaž Kolar, 2015. "Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads," Central European Business Review, Prague University of Economics and Business, vol. 2015(2), pages 5-11.
    2. Maria Rosa Borges & Ana Sofia Branca, 2010. "The Impact of Corporate Rebranding on the Firm's Market Value," Working Papers Department of Economics 2010/13, ISEG - Lisbon School of Economics and Management, Department of Economics, Universidade de Lisboa.
    3. Kalina Trenevska Blagoeva & Marina Mijoska, 2017. "Applying TAM to Study Online Shopping Adoption Among Youth in the Republic of Macedonia," MIC 2017: Managing the Global Economy; Proceedings of the Joint International Conference, Monastier di Treviso, Italy, 24–27 May 2017,, University of Primorska Press.
    4. Chan, Alan T.L. & Ngai, Eric W.T. & Moon, Karen K.L., 2017. "The effects of strategic and manufacturing flexibilities and supply chain agility on firm performance in the fashion industry," European Journal of Operational Research, Elsevier, vol. 259(2), pages 486-499.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand Rejuvenation; Brand Attitude; Purchase Intention;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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