The purpose of this paper is to study the influence of the trilogy of emotion – cognition, affection, and conation – on future purchase intentions in consumers of products of high…
Abstract
Purpose
The purpose of this paper is to study the influence of the trilogy of emotion – cognition, affection, and conation – on future purchase intentions in consumers of products of high involvement.
Design/methodology/approach
The author employed two studies on two different products to test the influence of emotion on future purchase intentions in study one and to replicate the results of study one in study two, using structural equation modeling. In study two, brand awareness is regarded as a mediator.
Findings
The results indicate that cognition can influence future purchase intentions, and that affection meaningfully influences future purchase intentions. Additionally, the researcher found that the impact of affection on future purchase intention is stronger than that of cognition on future purchase intentions. Moreover, brand awareness meaningfully influenced cognition, affection, and conation directly, and future purchase intentions indirectly.
Practical implications
Encouraging conditions in which consumers have good thoughts and feelings about a prior purchase can bolster future purchase intentions, empowering the potent in future purchase for the brand involved.
Originality/value
This research validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets. Hence, it adds to the literature of post-purchase important findings.
Details
Keywords
Seyed Shahin Sharifi and Mohammad Rahim Esfidani
The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage…
Abstract
Purpose
The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty under mediating roles of trust and cognitive dissonance.
Design/methodology/approach
Based on a survey on consumers of cell phones, the authors tested the effects of relationship marketing on cognitive dissonance and then customer satisfaction, behavioural, and attitudinal loyalty, using structural equation modelling.
Findings
The results indicate that, thanks to relationship marketing, consumers undertook less cognitive dissonance in post-purchase stage. Thus, as consumers faced less cognitive dissonance, they represented more satisfaction and thereby behavioural and attitudinal loyalty. Additionally, the study confirmed the mediating role of trust and cognitive dissonance.
Practical implications
The results show that when brands and retailers make their ties with their customers stronger and encourage trust, they can discourage cognitive dissonance in post-purchase stage and thereby encourage customer satisfaction and behavioural and attitudinal loyalty.
Originality/value
Literature on post-purchase behaviour and cognitive dissonance shows how cognitive dissonance can reduce post-purchase satisfaction. Our research adds to the literature of both relationship marketing and post-purchase behaviour.
Details
Keywords
Syed Imran Zaman, Angappa Gunasekaran, Sharfuddin Ahmed Khan and Hamza Muhammad Dawood
This research examines the influence of the digital voice of consumers (DVoC) on the resilience of supply chains (SCR) within the renewable energy sector. The main goal is to…
Abstract
Purpose
This research examines the influence of the digital voice of consumers (DVoC) on the resilience of supply chains (SCR) within the renewable energy sector. The main goal is to identify and highlight the crucial aspects that enable the examination of this impact.
Design/methodology/approach
A comprehensive literature analysis was performed utilizing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) approach to ascertain pertinent factors. This research utilizes a comprehensive methodology that merges interpretive structural modeling (ISM) with Matrice d’Impacts Croisés Multiplication Appliquée à un Classement (MICMAC) analysis to assess the discovered variables.
Findings
The study identified 16 factors that contribute to both DVoC and SCR. Key influential factors include top management support, collaboration, feedback influence and flexibility. These factors play a significant role in enhancing SCR by facilitating better adaptation and response to disruptions.
Research limitations/implications
The study is confined to the renewable energy sector and may lack generalizability to other businesses without additional validation. Subsequent studies ought to investigate the implementation of these findings across various industrial contexts to enhance comprehension of DVoC’s influence on SCR.
Originality/value
This study presents a new integrated framework for comprehending the function of DVoC in improving SCR. It presents significant practical consequences for stakeholders in the renewable energy sector, such as researchers, regulators, manufacturers and consumers, highlighting the necessity for a resilient and flexible supply chain.