Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses?
This study examines the effects of consumer-based product creativity (i.e., novelty and meaningfulness dimensions), product-brand fit, and product-category fit on attitude toward the product and purchase intention. A total of 544 university students participated in a survey, in which respondents wer...
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| Format: | Article |
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Universiti Sains Malaysia
2022
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| Online Access: | http://eprints.sunway.edu.my/2146/ |
| _version_ | 1848802209358151680 |
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| author | Shim, Soo In Goh, Yi Sheng * |
| author_facet | Shim, Soo In Goh, Yi Sheng * |
| author_sort | Shim, Soo In |
| building | SU Institutional Repository |
| collection | Online Access |
| description | This study examines the effects of consumer-based product creativity (i.e., novelty and meaningfulness dimensions), product-brand fit, and product-category fit on attitude toward the product and purchase intention. A total of 544 university students participated in a survey, in which respondents were exposed to a stimulus product image and then required to respond to a questionnaire. Structural equation modelling results show that novelty and meaningfulness and product-brand fit significantly influence attitude, subsequently increasing purchase intention. Notably, meaningfulness, rather than product-brand fit, is found to be more influential on both the attitude and purchase intention. The importance of meaningfulness can be even more highlighted for the products less fitted for their category. Theoretical and practical implications are further discussed. |
| first_indexed | 2025-11-14T21:19:43Z |
| format | Article |
| id | sunway-2146 |
| institution | Sunway University |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:19:43Z |
| publishDate | 2022 |
| publisher | Universiti Sains Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-21462023-02-28T00:43:35Z http://eprints.sunway.edu.my/2146/ Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses? Shim, Soo In Goh, Yi Sheng * BF Psychology HD28 Management. Industrial Management N Visual arts (General) For photography, see TR This study examines the effects of consumer-based product creativity (i.e., novelty and meaningfulness dimensions), product-brand fit, and product-category fit on attitude toward the product and purchase intention. A total of 544 university students participated in a survey, in which respondents were exposed to a stimulus product image and then required to respond to a questionnaire. Structural equation modelling results show that novelty and meaningfulness and product-brand fit significantly influence attitude, subsequently increasing purchase intention. Notably, meaningfulness, rather than product-brand fit, is found to be more influential on both the attitude and purchase intention. The importance of meaningfulness can be even more highlighted for the products less fitted for their category. Theoretical and practical implications are further discussed. Universiti Sains Malaysia 2022-10-07 Article PeerReviewed Shim, Soo In and Goh, Yi Sheng * (2022) Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses? Wacana Seni Journal of Arts Discourse, 21. pp. 45-47. ISSN 2180-4311 https://ejournal.usm.my/wacanaseni/article/view/ws_vol21-2022_4 10.21315/ws2022.21.4 |
| spellingShingle | BF Psychology HD28 Management. Industrial Management N Visual arts (General) For photography, see TR Shim, Soo In Goh, Yi Sheng * Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses? |
| title | Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses? |
| title_full | Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses? |
| title_fullStr | Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses? |
| title_full_unstemmed | Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses? |
| title_short | Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses? |
| title_sort | consumer-based product creativity, product-brand fit, and product-category fit: which is more influential in consumer responses? |
| topic | BF Psychology HD28 Management. Industrial Management N Visual arts (General) For photography, see TR |
| url | http://eprints.sunway.edu.my/2146/ http://eprints.sunway.edu.my/2146/ http://eprints.sunway.edu.my/2146/ |