Shim, Soo In and Goh, Yi Sheng * (2022) Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses? Wacana Seni Journal of Arts Discourse, 21. pp. 45-47. ISSN 2180-4311
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This study examines the effects of consumer-based product creativity (i.e., novelty and meaningfulness dimensions), product-brand fit, and product-category fit on attitude toward the product and purchase intention. A total of 544 university students participated in a survey, in which respondents were exposed to a stimulus product image and then required to respond to a questionnaire. Structural equation modelling results show that novelty and meaningfulness and product-brand fit significantly influence attitude, subsequently increasing purchase intention. Notably, meaningfulness, rather than product-brand fit, is found to be more influential on both the attitude and purchase intention. The importance of meaningfulness can be even more highlighted for the products less fitted for their category. Theoretical and practical implications are further discussed.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | novelty; meaningfulness; product-brand fit; product-category fit; product creativity; |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management N Fine Arts > N Visual arts (General) For photography, see TR |
| Divisions: | Others > Non Sunway Academics Sunway University > School of Arts > Dept. Art, Design, Media [formerly Dept. Art and Design until 2020] |
| Depositing User: | Ms Yong Yee Chan |
| Related URLs: | |
| Date Deposited: | 28 Feb 2023 00:43 |
| Last Modified: | 28 Feb 2023 00:43 |
| URI: | http://eprints.sunway.edu.my/id/eprint/2146 |
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