IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v7y2018i1p35-48.html
   My bibliography  Save this article

The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior

Author

Listed:
  • Melis Kaytaz Yigit

    (Yigit Metal, Samsun, Turkey)

  • Mehmet Tıglı

    (Business, Marmara University, Istanbul, Turkey)

Abstract

In recent years, with consumers’ widespread preference for shopping in Private Shopping Clubs (PSCs) on the internet, there has been a remarkable increase in impulse purchases with the attractive opportunities and smart strategies of PSCs stimulating consumers’ impulse buying behavior. Within the PSC framework, the purpose of this article is to investigate the moderator effect of brand awareness and brand loyalty on the relationship between online impulse buying behavior and perceived low price, browsing behavior and time pressure. The study created and tested five hypotheses using data collected in Turkey. Results indicate that browsing behavior, time pressure and perceived low price do influence online impulse buying behavior. A hierarchical regression analysis was also used to analyze the moderating role of brand awareness and brand loyalty on impulse buying behavior and both variables were found to have a moderating role. The results provide substantial information on strategy development for internet retailers. Key Words: Online Impulse Buying, Brand Awareness, Brand Loyalty, Impulsiveness, Private Shopping Clubs

Suggested Citation

  • Melis Kaytaz Yigit & Mehmet Tıglı, 2018. "The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 7(1), pages 31-48, January.
  • Handle: RePEc:rbs:ijbrss:v:7:y:2018:i:1:p:35-48
    as

    Download full text from publisher

    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/51/53
    Download Restriction: no

    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/51
    Download Restriction: no

    References listed on IDEAS

    as
    1. Dittmar, Helga & Drury, John, 2000. "Self-image - is it in the bag? A qualitative comparison between "ordinary" and "excessive" consumers," Journal of Economic Psychology, Elsevier, vol. 21(2), pages 109-142, April.
    2. repec:eee:touman:v:36:y:2013:i:c:p:426-434 is not listed on IDEAS
    3. Lakshman Krishnamurthi & S. P. Raj, 1991. "An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity," Marketing Science, INFORMS, vol. 10(2), pages 172-183.
    4. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    5. Biswas, Abhijit, 1992. "The moderating role of brand familiarity in reference price perceptions," Journal of Business Research, Elsevier, vol. 25(3), pages 251-262, November.
    6. Rook, Dennis W & Fisher, Robert J, 1995. " Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, Oxford University Press, vol. 22(3), pages 305-313, December.
    Full references (including those not matched with items on IDEAS)

    More about this item

    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:rbs:ijbrss:v:7:y:2018:i:1:p:35-48. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Umit Hacioglu). General contact details of provider: http://edirc.repec.org/data/ssbffea.html .

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.