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Linkages between brand parity, coupon proneness, sales proneness, brand trust and purchase decision involvement: an empirical check

Author

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  • Preshth Bhardwaj
  • Gopal Das
  • Arpita Khare

Abstract

The paper is an effort to investigate the linkages between brand parity, coupon proneness, sales proneness, brand trust and purchase decision involvement in Indian retailing context. Structured questionnaire with mall-intercept sampling technique was used to collect data from National Capital Region, India. Out of 679 returned questionnaires, 652 were found usable for data analysis. Multivariate statistical technique like structural equation modelling was used to analyse the data. The results reveal that brand parity, coupon proneness, and sales proneness have positive impact on brand trust. The results also reveal that brand parity, sales proneness and brand trust positively influence purchase decision involvement. The discussion, implications for theory and practice and limitations for future studies are discussed.

Suggested Citation

  • Preshth Bhardwaj & Gopal Das & Arpita Khare, 2015. "Linkages between brand parity, coupon proneness, sales proneness, brand trust and purchase decision involvement: an empirical check," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(3), pages 194-213.
    • Handle: RePEc:ids:ijemre:v:6:y:2015:i:3:p:194-213
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    Cited by:

    1. Chairy Chairy & Chandra Raharja & Jhanghiz Syahrivar & Mahjus Ekananda, 2020. "Waste not: selling near-expired bread in Indonesia," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 391-407, December.
    2. Chairy Chairy & Chandra Raharja & Jhanghiz Syahrivar & Mahjus Ekananda, 0. "Waste not: selling near-expired bread in Indonesia," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-17.

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