IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2017-01-49.html
   My bibliography  Save this article

Consumer Innovativeness in Consumer - Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan

Author

Listed:
  • Shahid Rasool

    (Faculty of Economics and Business, Universiti Malaysia Sarawak, Kuching, Sarawak, Malaysia,)

  • Asif Ayub Kiyani

    (Faculty of Management and Human Resources, National University of Science and Technology, Islamabad, Pakistan)

  • Fadilah Binti Siali

    (Faculty of Economics and Business, Universiti Malaysia Sarawak, Kuching, Sarawak, Malaysia)

  • Hiram Ting

    (Institute of Borneo Studies, Universiti Malaysia Sarawak, Kuching, Sarawak, Malaysia)

  • Mahani Mohammad Abdu Shakur

    (Faculty of Economics and Business, Universiti Malaysia Sarawak, Kuching, Sarawak, Malaysia.)

Abstract

The aim of this study is to find out the relationship between the company image, company trust, consumer value and consumer innovativeness behavior. It focuses on how the company image and company trust influence the consumer value and consumer innovativeness behavior with respect to consumer independent judgment making and consumer novelty seeking. The research design of the study was cross-sectional and exploratory. The data were collected through a questionnaire from university students who were cell phone users. Consumer value has partially mediated between company image, company trust and consumer innovativeness behavior. The results showed the significant impact of company image and company trust on consumer innovativeness behavior rather than consumer value. Marketing manager and policy makers are willing to pay much attention to increase to the maximum consumers of their company’s products. Cell phone companies demand young buyers who are frequently changing their cell phones. Hence, this study gives a new aspect to enhance the cell phone consumer with the help of increasing the company image and company trust, instead of focusing on consumer values.

Suggested Citation

  • Shahid Rasool & Asif Ayub Kiyani & Fadilah Binti Siali & Hiram Ting & Mahani Mohammad Abdu Shakur, 2017. "Consumer Innovativeness in Consumer - Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 379-388.
    • Handle: RePEc:eco:journ3:2017-01-49
    as

    Download full text from publisher

    File URL: http://www.econjournals.com/index.php/irmm/article/download/2752/pdf
    Download Restriction: no
    File URL: http://www.econjournals.com/index.php/irmm/article/view/2752/pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Diana Ingenhoff & Katharina Sommer, 2010. "Trust in Companies and in CEOs: A Comparative Study of the Main Influences," Journal of Business Ethics, Springer, vol. 95(3), pages 339-355, September.
    2. Hirschman, Elizabeth C., 1984. "Experience seeking: A subjectivist perspective of consumption," Journal of Business Research, Elsevier, vol. 12(1), pages 115-136, March.
    3. Midgley, David F & Dowling, Grahame R, 1978. "Innovativeness: The Concept and Its Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(4), pages 229-242, March.
    4. Wang, Longwei & Yeung, Jeff Hoi Yan & Zhang, Min, 2011. "The impact of trust and contract on innovation performance: The moderating role of environmental uncertainty," International Journal of Production Economics, Elsevier, vol. 134(1), pages 114-122, November.
    5. Brodie, Roderick J. & Whittome, James R.M. & Brush, Gregory J., 2009. "Investigating the service brand: A customer value perspective," Journal of Business Research, Elsevier, vol. 62(3), pages 345-355, March.
    6. Sparks, Beverley & Bradley, Graham & Jennings, Gayle, 2011. "Consumer value and self-image congruency at different stages of timeshare ownership," Tourism Management, Elsevier, vol. 32(5), pages 1176-1185.
    7. Mooweon Rhee & Pamela R. Haunschild, 2006. "The Liability of Good Reputation: A Study of Product Recalls in the U.S. Automobile Industry," Organization Science, INFORMS, vol. 17(1), pages 101-117, February.
    8. Page, Graham & Fearn, Helen, 2005. "Corporate Reputation: What Do Consumers Really Care About?," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 305-313, September.
    9. Costinel DOBRE & Anca DRAGOMIR & Gheorghe PREDA, 2009. "Consumer innovativeness: a marketing approach," Management & Marketing, Economic Publishing House, vol. 4(2), Summer.
    10. Panayides, Photis M. & Venus Lun, Y.H., 2009. "The impact of trust on innovativeness and supply chain performance," International Journal of Production Economics, Elsevier, vol. 122(1), pages 35-46, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lokesh Jasrai, 2014. "Measuring Mobile Telecom Service Innovativeness Among Youth," Paradigm, , vol. 18(1), pages 103-116, June.
    2. Hossein Nasiri Zarandi & Fereshteh Lotfizadeh, 2016. "The Influence of Cognitive Innovativeness on the Behavior and Style of Consumer Adoption: Implications for Electronic-Banking Service Adoption," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 90-103, October.
    3. Eric Schmidbauer, 2013. "New and Improved?," Working Papers 2013-01, Indiana University, Kelley School of Business, Department of Business Economics and Public Policy.
    4. Olumide Olasimbo Jaiyeoba & Frederick Odongo Opeda, 2013. "Impact of Consumer Innovativeness on Shopping Styles: A Case-Study of Limkokwing University Students (Botswana)," Business and Management Horizons, Macrothink Institute, vol. 1(2), pages 107-117, December.
    5. Sebastian Schneider & Frank Huber, 2022. "You paid what!? Understanding price-related word-of-mouth and price perception among opinion leaders and innovators," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(1), pages 64-80, February.
    6. Tamara Keszey, 2015. "The Role of Market Researchers in Managerial Use of Market Research Information," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(1), pages 43-56.
    7. Nunzia Carbonara & Roberta Pellegrino, 2020. "The role of public private partnerships in fostering innovation," Construction Management and Economics, Taylor & Francis Journals, vol. 38(2), pages 140-156, February.
    8. Anand Thakur & Lokesh Jasrai, 2018. "A Logit Model to Predict Innovativeness among Mobile Telecom Service Users," Global Business Review, International Management Institute, vol. 19(3_suppl), pages 54-71, June.
    9. Annika Veh & Markus Göbel & Rick Vogel, 2019. "Corporate reputation in management research: a review of the literature and assessment of the concept," Business Research, Springer;German Academic Association for Business Research, vol. 12(2), pages 315-353, December.
    10. Yeung, Kwong & Lee, Peter K.C. & Yeung, Andy C.L. & Cheng, T.C.E., 2013. "Supplier partnership and cost performance: The moderating roles of specific investments and environmental uncertainty," International Journal of Production Economics, Elsevier, vol. 144(2), pages 546-559.
    11. Vandecasteele, Bert & Geuens, Maggie, 2010. "Motivated Consumer Innovativeness: Concept, measurement, and validation," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 308-318.
    12. Son, Byung-Gak & Lee, Chang-Hun & Ha, Byoung-Chun & Nam, Hyunjeong, 2019. "Investigating the fair treatment of suppliers and its trust fostering role and performance benefits," International Journal of Production Economics, Elsevier, vol. 216(C), pages 54-66.
    13. B. Vandecasteele & M. Geuens, 2008. "Motivated Consumer Innovativeness: Concept and Measurement," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/532, Ghent University, Faculty of Economics and Business Administration.
    14. Gatzert, Nadine, 2015. "The impact of corporate reputation and reputation damaging events on financial performance: Empirical evidence from the literature," European Management Journal, Elsevier, vol. 33(6), pages 485-499.
    15. Małecka, Agnieszka & Mitręga, Maciej & Mróz-Gorgoń, Barbara & Pfajfar, Gregor, 2022. "Adoption of collaborative consumption as sustainable social innovation: Sociability and novelty seeking perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 163-179.
    16. Yoseph, Nir Shlomo, 2018. "The Impact of Environmental Fraud on the Used Car Market: Evidence from Dieselgate," CEPR Discussion Papers 12899, C.E.P.R. Discussion Papers.
    17. Chen Zhou & Shrihari Sridhar & Rafael Becerril-Arreola & Tony Haitao Cui & Yan Dong, 2019. "Promotions as competitive reactions to recalls and their consequences," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 702-722, July.
    18. Hasan, Rajibul & Lowe, Ben & Petrovici, Dan, 2020. "Consumer adoption of pro-poor service innovations in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 121(C), pages 461-475.
    19. Catherine Viot & Caroline Bayart & Agnes Lancini, 2017. "The Consumer Intention to Adopt Smart Connected-Products: Does the Category Matter?," Post-Print hal-01991186, HAL.
    20. Zullina H. Shaari & Amzairi Amar & M. Radzi Zainol & Azamudin Badri Harun, 2015. "Linking Leadership Studies to Corporate Brand Management: A Review," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 6(1), pages 26-37, January.

    More about this item

    Keywords

    Company Image; Company Trust; Consumer Value; Consumer Innovativeness Behavior;
    All these keywords.

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eco:journ3:2017-01-49. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.