Impacts of Perceived Fit and Self-Brand Connection on Consumer Purchase Intenntion Towards a Newly Introudced Smartphone in Pakistan

Noor ul Hadi; Marva Binte Abid; Shazia Hassan; Iffat Rasool; Wajeeha Ghias

Abstract:

Perceptional fit and brand connection are two of the numerous dimensions which are still unexplored in the context of understanding the influential factors on the smartphone purchase among Pakistani consumers. New products in the same product category create numerous concerns for the smartphone brands in terms of acceptance of the product by the consumers based on their Perceived Fit (PF) with the existing product attributes and Self Brand Connection (BC) with the brand. In addition to that, a general attitude of a consumer towards product line extension namely, Extension Attitude (EA), can influence the relationship of various factors that have an impact on the Purchase Intention (PI) of the smartphone users. A quantitative analysis was done and 221 responses were collected through paper-based questionnaires and Google® forms from university students. SPSS® was used for demographic analysis, descriptive analysis, correlation analysis, the test of assumptions, linear regression analysis, and Hayes and Preacher’s moderation analysis. Based on the results, 19% impact on the consumer’s PI is caused by the PF in the minds of the consumers regarding the new product and 52% impact is caused by the BC. Slight change of 0.38% in the variance was observed in the linear relationship between BC and PI due to the addition of EA as moderator and the change in the variance for the relationship between PF and PI due to EA was approximated to be 0.27%. Knowing about the perceptional fits in the minds of the consumers and their affiliation with the brand, marketers, and managers can come up with more relevant and profitable extension strategy. Disciplinary: Management Sciences (Marketing) and Technology

research from:

• Foundation University - Faculty of Management Sciences

Year:

2020

Type of Publication:

Article

Journal:

International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies

Volume:

11

Number:

1

Pages:

1-13

Month:

1

DOI:

10.14456/ITJEMAST.2020.19