Building and testing models of consumer purchase intention petitive and multicultural environments.pdf

Journal of Business Research 60 (2007) 260–268
Building and testing models of consumer purchase intention
petitive and multicultural environments☆
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Lefa Teng a, , Michel Laroche b
a Department of Marketing and Consumer Studies, University of Guelph, Ontario, Canada N1G 2W1
b Royal Bank Distinguished Professor of Marketing, John Molson School of Business, Concordia University, Montreal, Canada H3G 1M8
Received 1 March 2006; received in revised form 1 August 2006; accepted 1 September 2006
Abstract
This research develops and empirically tests models of consumer purchase behavior in petitive environment. The research extends the
dual mediation model to include ad affective responses, confidence in evaluating a brand petition. The results show that ad affect is an
important determinant in the formation of ad attitude. Consumers' brand cognitions not only impact their brand attitudes, but also influence their
confidence in evaluating the brand. Confidence influences their purchase intentions. In addition, competing ads and brands have negative effects
on consumers' attitudes and purchase intentions toward a focal brand in a focal ad. However, North American and Chinese consumers follow the
same brand decision-making process regardless of their cultural orientation. The article includes directions for practical applications and future
research.
© 2006 Elsevie