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Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands

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  • Fazal ur Rehman
  • Basheer M. Al-Ghazali

Abstract

This study intends to evaluate the influence of social advertising, individual factors, and brand image on the buying behavior of Malaysian consumers toward the fashion clothing brands along with mediation of brand image. Using the convenience sampling technique, data was collected from 288 respondents. Questionnaires were self-administered and data was analyzed via Smart PLS-SEM. Social advertising, individual factors, and brand image are significantly related to the buying behavior of Malaysian consumers toward fashion clothing brands. Social advertising and individual factors have also a positive significant relationship with the brand image. Moreover, brand image mediates the relationship between social advertising, individual factors, and buying behavior. This study provides interesting insights about Malaysian consumers by evaluating the influence of social advertising, individual factors, and brand image on their buying behavior toward the fashion clothing brands along with the mediating role of brand image. These useful insights would enable marketers to develop more influential advertising strategies. By assimilating social advertising, individual factors, and brand image literature, the main contribution of this study is the analysis of social advertising, individual factors, and brand image among Malaysian consumers in enhancing the buying behavior toward the fashion clothing brands and building brand image among communities. Precisely, this study has evaluated the influence of some unique characteristics of social advertising (such as informative, entertainment, credibility, ease of use, privacy, and contents), individual factors (such as market maven, stability, open-minded, agreeable, and materialism), and brand image on the buying behavior of Malaysian consumers.

Suggested Citation

  • Fazal ur Rehman & Basheer M. Al-Ghazali, 2022. "Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands," SAGE Open, , vol. 12(1), pages 21582440221, March.
    • Handle: RePEc:sae:sagope:v:12:y:2022:i:1:p:21582440221088858
    DOI: 10.1177/21582440221088858
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    References listed on IDEAS

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    Cited by:

    1. Doan Viet Phuong Nguyen & Thanh-Binh Phung, 2023. "Media Credibility and Re-use Intention for Information Seeking in Crisis: A Case of Cross-Platform Media Complementary Effect in Covid-19 Pandemic in Vietnam," SAGE Open, , vol. 13(4), pages 21582440231, November.
    2. Fazal Ur Rehman & Basheer M. Al-Ghazali & Mohamed Riyazi M. Farook, 2022. "Interplay in Circular Economy Innovation, Business Model Innovation, SDGs, and Government Incentives: A Comparative Analysis of Pakistani, Malaysian, and Chinese SMEs," Sustainability, MDPI, vol. 14(23), pages 1-31, November.
    3. Fazal Ur Rehman & Basheer M. Al-Ghazali & Adel Ghaleb Haddad & Ehab Abdullatif Qahwash & M. Sadiq Sohail, 2023. "Exploring the Reverse Relationship between Circular Economy Innovation and Digital Sustainability—The Dual Mediation of Government Incentives," Sustainability, MDPI, vol. 15(6), pages 1-21, March.
    4. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.

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