The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia

• Authors: Nur Farihah Bt. Isamudin , Muhammad Tahir Jan

Abstracts

EN

This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected from 303 respondents using selfadministered online questionnaire that was distributed among social media users in Malaysia. The collected data went through an extensive process of screening and sorting to prepare for the analyses. Several important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its added module, AMOS to reach the fi ndings. Among them are a descriptive analysis, reliability tests, an exploratory and confi rmatory factor analysis, and hypothesis testing. In addition, two-stage structural equation modeling (SEM) was used to test for the fi tness of the proposed model. The fi ndings from the study revealed that two out of four advertising appeals, namely excitement appeal and love appeal, had signifi cant positive impacts on consumers’ purchase intention. Meanwhile, humor appeal and happiness appeal were found to have insignifi cant impacts. This research provides invaluable insights for marketers, especially those in women’s fashion industry in Malaysia, in creating eff ective advertising campaign to promote their fashion products to consumers in Malaysia. A unique attempt to investigate the individual impact of love appeal, humor appeal, happiness appeal, and excitement appeal on purchase intention is the strength of this research. Further, this study is also invaluable because of its main consideration, which was women’s fashion products.

Keywords

EN

Advertising appeals; fashion products; purchase intention; Malaysia

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Year: 2021
• Issue: 1(12)
• Pages: 19-36

Dates

published

2021

Contributors

author

Nur Farihah Bt. Isamudin

• Department of Business Administration, Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia

author

Muhammad Tahir Jan

• Department of Business Administration, Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia

• https://orcid.org/0000000156808496

References

• Ahuvia, A., & Wong, N. (2002). Personality and values based materialism: Their relationship and origins. Journal of Consumer Psychology, 12(4), 389–402. https://doi.org/10.1207/S15327663JCP1204_10
• Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading: Addison-Wesley.
• Anguelov, N. (2016). The dirty side of the garment industry: Fast fashion and its negative impact. Boca Raton: CRC Press. https://doi.org/10.1201/b18902
• Bentler, P.M., & Chou, C.P. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16, 78–117. https://doi.org/10.1177/0049124187016001004
• Čiarnienė, R., & Vienažindienė, M. (2014). Management of contemporary fashion industry: Characteristics and challenges. Procedia-Social and Behavioral Sciences, 156, 63–68. https://doi.org/10.1016/j.sbspro.2014.11.120
• Clow, E.K., & Baack, D. (2018). Integrated advertising, promotion, and marketing communications (8th ed.). United Kingdom: Pearson.
• Diaa, N.M. (2017). Shedding the light on guerrilla marketing and purchase intention. Global Journal of Management and Business Research: G Interdisciplinary, 17(4), 9–18.
• George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference (4th ed.). Boston: Allyn & Bacon.
• Hameed, I., Khan, M.B., & Shahab, A. (2020). Perceived humor and purchase intention: Mediating role of attitude towards the advertisement and brand. The Lahore Journal of Business, 8 (Spring 2020), 55–84. https://doi.org/10.35536/ljb.2019.v8.v2.a3
• Hong, S.P., & Rhee, Y.-C. (2016). Eff ect of SNS on purchasing intention for sport product. The Sport Journal, 20, 1–15.
• Hu, L., & Bentler, P. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria. Structural Equation Modelling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
• Hussain, A., Parvaiz, G.S., & Rehman, S.U. (2020). Advertising appeals and consumer’s buying intention: The role of emotional and rational appeals. Global Social Sciences Review (GSSR), 5(1) (Winter 2020), 172–179. https://doi.org/10.31703/gssr.2020(V-I).18
• Jan, M.T., & Kalthom, A. (2015, November). Fashion: Malaysian Muslim women perspective. European Scientifi c Journal, 11 (Special Edition), 438–454.
• Jovanović, P., Vlastelica, T., & Kostić, S.C. (2016). Impact of advertising appeals on purchase intention. Management, 81, 35–45. https://doi.org/10.7595/management.fon.2016.0025
• Kamran, Q., & Siddiqui, D.A. (2019, April 16). The impact of emotional advertising on consumer buying behavior for home appliance products in Pakistan. Business and Management Horizons, 7(1), 23–48. https://doi.org/10.5296/bmh.v7i1.14410
• Khanna, P. (2016). A content analysis of emotional and rational appeals in selected products advertising. International Journal of Management & Social Sciences, 4(3), 568–578. https://doi.org/10.21013/jmss.v4.n3.p7
• Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). New Jersey: Pearson Prentice Hall.
• Lee, J., & Hong, I.B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360–373.
• Mahfuzur, R., Mohamed, A., Che, R.I., & Nurul, A. (2018). Towards a better understanding of fashion clothing purchase involvement. Journal of Islamic Marketing, 9(3), 544–559. https://doi.org/10.1108/JIMA-03-2017-0028
• Maichum, K., Parichatnon, S., & Peng, K.C. (2017). Factors aff ecting on purchase intention towards green products: A case study of young consumers in Thailand. International Journal of Social Science and Humanity, 7(5), 330–335.
• Maslow, A.H. (1970). Motivation and personality (3rd ed.). New York, NY: Harper & Row.
• Mehmood, H., & Masood, S. (2016). Impact of humor in advertising on consumer purchase intention: A study on Ufone network from telecommunication sector in Pakistan. International Review of Management and Business Research, 5(3), 1232–1240.
• Mogilner, C., Aaker, J., & Kamvar, S.D. (2012). How happiness aff ects choice. Journal of Consumer Research, 39, 429–443. https://doi.org/10.1086/663774
• Muhamad Fazil, A. (2015). Antecedents of halal brand. Journal of Islamic Marketing, 6(2), 209–223. https://doi.org/10.1108/JIMA-03-2014-0023
• Muhamad Izzuddin, Z., Abdul Kadir, O., & Faridah, H.H. (2019, August). Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia. Journal of Islamic Marketing, ahead-of-print, https://doi.org/10.1108/JIMA-10-2018-0187
• Nguyen, H. (2014). Advertising appeals and cultural values in social media commercials in UK, Brazil, and India: case study of Nokia and Samsung. International Journal of Social, Education, Economics and Management Engineering, 8(8), 2369–2377.
• Nunnally, J. (1978). Psychometric Methods (2nd ed.). New York: McGraw Hill.
• Priatna, L.A. (2018). The impact of advertising appeal, celebrity endorsement and repetition advertising in television advertisement toward purchase intention OPPO smartphone. Prosiding Industrial Research Workshop and National Seminar, 9, 566–573. Bandung: Polban.
• Ruth, L., & Katrina, B. (2019, April 16). What are Malaysia’s top e-commerce product categories? Retrieved from https://janio.asia/articles/malaysia-s-top-e-commerce-product-categories/
• Shaver, P., Schwartz, J., Kirson, D., & Connor, C.O. (1987). Emotion knowledge: Further exploration of a prototype approach. Journal of Personality and Social Psychology, 52, 1061–1086. https://doi.org/10.1037/0022-3514.52.6.1061
• Syahirah, M. (2020, April 27). Covid-19: How the local fashion industry is navigating through the pandemic. Retrieved on August 12, 2020, from https://www.nst.com.my/lifestyle/flair/2020/04/587754/covid-19-how-local-fashion-industry-navigating-through-pandemic
• Tabachnick, B., & Fidell, L. (2007). Using multivariate statistics (5th ed.). New York: Allyn and Bacon.
• Tee, P.K., Gharleghi, B., Chan, B., Samadi, B., & Balahmar, A.A. (2015). Purchase intention of international branded clothes fashion among younger’s in Jakarta. International Journal of Business and Social Research, 5(8), 8–17.
• Wardhani, P.K., & Alif, M.G. (2018). The eff ect of advertising exposure on attitude toward the advertising and the brand and purchase intention in Instagram. Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2018), 348, 196–204. Jakarta: Atlantis Presshttps://doi.org/10.2991/aprish-18.2019.24
• Wheaton, B., Muthen, B., Alwin, D.F., & Summers, G. (1977). Assessing reliability and stability in panel models. Sociological Methodology, 8(1), 84–136. https://doi.org/10.2307/270754
• Yeshin, T. (1998). Integrated marketing communications: The holistic approach (1st ed.). Oxford: Butterworth-Heinemann.

Identifiers

DOI

10.7172/2449-6634.jmcbem.2021.1.2

Biblioteka Nauki

2054345