Modeling Advertising Practices for Product Involvement and Consumer Impulsivity in Branded Apparel: A Case Study of Indian Consumers

Sufyan Habib, Nawaf N. Hamadneh and Abdelaziz Alsubie
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Sufyan Habib: Department of Business Administration, College of Administration and Finance, Saudi Electronic University, Riyadh 11673, Saudi Arabia
Nawaf N. Hamadneh: Department of Basic Sciences, College of Science and Theoretical Studies, Saudi Electronic University, Riyadh 11673, Saudi Arabia
Abdelaziz Alsubie: Department of Basic Sciences, College of Science and Theoretical Studies, Saudi Electronic University, Riyadh 11673, Saudi Arabia

Sustainability, 2021, vol. 13, issue 4, 1-13

Abstract: The exponential growth of advertising in enhancing consumer impulsivity has drawn the interest of many researchers to explore the various dimensions of advertising and its effective modeling. The branded apparel product market has grown significantly, a large number of competitors have entered into the market with variant quality, and there are a number of attractive advertising practices. The main aim of this study was to analyze the advertising practices and their relationship with consumer product involvement and the impulsive buying behavior of consumers in branded apparel in India. In a survey of 445 Indian customers, the study indicated that advertising practices significantly affect consumer involvement in branded apparel products and enhance their impulsivity toward products. The study also indicated that the level of consumer involvement in the branded apparel product significantly mediates the relationship between advertising practices and consumer impulsive buying behavior. Effective advertising practices will help companies to enhance consumer involvement that will enable branded apparel companies in enhancing consumer impulsiveness toward products. Some of the managerial implications, limitations, and scope of future research are also presented in the study.

Keywords: advertising practices; branded apparel; impulsive buying behavior; hypothesis testing; regression analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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