Influence of Social Construct on Consumers’ Brand Purchase Intention: a Review of Research

  • Authors

    • Bikash Kumar Rup
    • Jyotiranjan Gochhayat
    • Sasmita Samanta
    2018-09-01
    https://doi.org/10.14419/ijet.v7i3.34.19370
  • Social construct, Perceived brand personality, Gender role, Brand attitude, Brand purchase intention

  • Abstract

    The aim of this study is to reveal the impact and influence of social construct on consumers’ brand purchase intention. Within the study the latent idea is to illuminates the influence of social construct on brand personality, which leads to enhance the brand purchase intention. The flow of effect of social construct is directly to purchase intention or through brand attitude. In different cultural point of view the specific dimensions of brand personality, those are more influential on purchase intention need to be identified. The outcome of the study may helpful for marketers to redesign their marketing strategy in accordance with the consumers brand personality.

     

     

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  • How to Cite

    Kumar Rup, B., Gochhayat, J., & Samanta, S. (2018). Influence of Social Construct on Consumers’ Brand Purchase Intention: a Review of Research. International Journal of Engineering & Technology, 7(3.34), 511-515. https://doi.org/10.14419/ijet.v7i3.34.19370

    Received date: 2018-09-09

    Accepted date: 2018-09-09

    Published date: 2018-09-01