Asian Journal of Business Management 4(2): 105-110, 2012

ISSN: 2041-8752
© Maxwell Scientific Organization, 2012
Submitted: July 17, 2011 Accepted: September 25, 2011 Published: April 15, 2012

The Impact of Brands on Consumer Purchase Intentions

Syed Saad Hussain Shah, Jabran Aziz, Ahsan raza Jaffari, Sidra Waris, Wasiq Ejaz,
Maira Fatima and Syed Kamran Sherazi
Iqra University, Islamabad Campus, Pakistan

Abstract: The purpose of this study is to incorporate the core brand image, brand attitude and brand attachment
with environmental consequences to testify the impact on the consumer purchase intentions. Does
environmental consequences has some role while formatting purchase intention of the customer or people do
not think about it. Either customers want to attach themselves with brand only or they also keep into account
the corporate social responsibility index as well. Results show that core brand image and brand attitude has
positive impact whereas environmental consequences have negative effect on the purchasing intention of
customers (smokers).

Key words: Brand, brand attitude, brand attachment, core brand image, environmental consequences,
purchasing intentions

INTRODUCTION image. Further how these independent variables along

with the above mentioned independent variables will
Today’s world is more conscious about society impact the purchase intention (dependent variable) will be
whenever they make a purchase decision. The current studied.
ethical, religious, moral and environmental degradations
have compelled the mankind to think of it seriously as no Objective of study: The objective of this is study is to
more deterioration is affordable for the universe. analyze environmental consequences on purchase
Environmental degradation and deterioration is the most intention with other brand related independent variables.
threatening factor for today’s mankind. Humans are Because in the developed countries customers are getting
facing global warming, sea drying out problem, change in rationale in regards of environmental consequences of
season’s patterns, contaminated climate and water and their purchase while they are intending to make a
finally the elimination of various species which are part purchase decision. Furthermore contribution to literature
and parcel for the healthy survival for the human being. is that this study has incorporated environmental
Now brands are known for their corporate social consequences as an independent variable in the model of
responsibility and not merely on the basis of product only. our study associated with other brand dimensions in order
Researchers have noted that it is imperative to take a to view impact of these variables as a whole on purchase
closer look at how consumers develop relationship or intentions of customers.
interaction with brands and be able to form communities
of brand in their own personal lives (Esch et al., 2006). LITERATURE REVIEW
Dual mediation model can be important to investigate the
attitude of consumer that is lead by an advertisement that Core brand image (Table 1): In the perspective of core-
further leads to their purchase behavior or intention (PI). brand image and in the context of extension of a brand
For the purchase intentions a consumer may consider one obvious issue is the strength of a brand which is vital
environmental issues. So the question arises how to part when extending the brand process. Older studies
achieve acceptance of the consumer on brand through ended that the strength of the brand is perceived both as
environmental issues? Follows and Jobber (2000) has objectively or subjectively. Shwu-lng and Chen-Lien
addressed this issue of environmental impact upon brand (2009) said that market share, channel stronghold,
in context of public and corporate policy. So in first hand distribution, and promotional and advertising costs are
environmental consequences has been taken as an pointing out objectively. He further explained that overall
independent variable along with the consumer brand assessment of the consumers to the brand which are on
attachment, attitude towards the brand, and core brand the top normally produces more publicity and share in the

Corresponding Author: Syed Saad Hussain Shah, Iqra University, Islamabad Campus, Pakistan, Tel.: +923125155125
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Table 1: Dependent variable (purchasing decision/intention)

Independent variable Author Journal Year
Core Brand Image Shwu-Lng & Chen-Lien Asia pacific Journal of marketing 2009
Sevier Journal of Marketing For Higher Education 2001
Bogart and Lehman Journal of Markeating Research 1973
Moore and Steve European journal of marketing 2000
Ravi et al. Journal of Product & Brand Management 2005
Da Silva & Alwi Journal of Product & Brand Management 2006
Wong & Merrilees International Marketing Review 1998
Vahie and Paswan International Journal of Retail &Distribution Management 2006
Brand Attitude Teng, Journal of consumer Marketing 2007
Bagozzi and Recall Marketing Science 1983
Brand Attachment Esch et al. Journal of Product &Brand Management 2006
Martenson International Journal of Retail & Distribution 2007
berry Journal of the academy of marketing science 2000
Binninger International Journal of Retail & Distribution Managemen 2008
Deepak et al. The Journal of Marketing 2002
Zboja & Voorhees Journal of services marketing 2006
Delgado-Ballester & Munuera-Aleman Journal of &Brand Management 2005
Environmental Zyglidopoulos Journal of Business Ethics 2002
consequences Follows & Jobber European journal of marketing 2000
John McGee et al. Strategic Management Journal 1998

market so as a result these brands are perceived by the Environmental consequences (Table 1): Green politics
consumers as superior. Shwu-lng and Chen-Lien (2009) has set a criterion that influences purchasing behavior of
portrayed researches on a larger scale suggesting the the consumer from the marketers’ perspective. Majority
major components of core-brand image are awareness for of users are worried for the impact of environment of their
the brand and preference for the brand. The two expenditure in North America. Follows and Jobber (2000)
components of core brand image; awareness for the brand explained that products that are responsible for the
and preference for the brand has an impact on core-brand environment smelled from criticism that the concepts in
image and is positively associated with the attitude of the marketing neglected society as a whole in accordance to
core-brand (Shwu-lng and Chen-Lien, 2009). Moreover the impact of consumption of an individual. In this regard
for the effective branding, relevance and awareness both to explain the growing consumption and the survival of
are vital (Sevier, 2001). Bogart and Lehman (1973) the humans, it is considered that the business,
explained that brand awareness came into being from the government, and consumers to think about the costs that
big consists of dissimilar parts and dependent upon bears environment and advantages which producer
extension to different fields of advertised messages. receives there is need for a decision about consumption
Moore and Steve, (2000) described that fashion brand and existence. Follows and Jobber(2000) focused on the
expansion into global market has achieved success in consumers that they should decrease their resources of
space of brand image and awareness. Furthermore
attributes (the thing which exists and can be distinguished consumption that are insufficient to supply and act as a
from each other) that are rational might be in true sense replacement for their products which are current for the
viewed as “causes” to the image of the brand rather ones that provides damage to a smaller extent in scope of
saying than the image itself. (Da Silva and Alwi, 2006). ecology. Follows and Jobber (2000) further explained a
Take a closer look at the brand, it represents the term ‘a conscious consumer’ in social context is the one
ability of producing synergy effect of complete efforts of who considers impact of his or her private usage on public
the marketing that inserts and stretch the existence of an or in other words the consumer who brings change
image in the minds of consumer, and add a helping hand socially by the usage of his or her purchasing power. The
to the firm’s success with the help of stronger cash flows issue relating to the impact of purchase behavior on
and higher values in terms of the shareholders (Wong and environment is always associated with the measurement
Merrilees, 1998). Atmosphere and quality of the store problems. John McGee et al. (1998) explained that CSR
positively impacts the perception of quality of private (Corporate social responsibility) consists of two
label brands. Contrary to it, the similarity among national dimensions: The first one is micro level dimension which
brand and image of the store shows negative impact on explains the interface between firm and its environment,
the quality of private label brands (Vahie and Paswan, and the second dimension is the society in which the
2006). Roberts and Dowling (2002) explained operational operations take place. Zyglidopoulos (2002) described
definition as “The corporate brand is a valuable intangible that in a specific country the social and environmental
asset, that is difficult to imitate, and which may help to responsibilities of a multinational Operationalization is
achieve sustained superior financial performance”. also dependent on all the countries laws and regulations,

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customs and practices of the business it uses for its decision is insensitive to pricing and the show their
operations. Follows and Jobber (2000) gave operational loyalty by suggesting positive recommendations to firm
definition as; environmentally responsible products in and even investing money in the brand which show their
general tend to be viewed as the socially acceptable extreme trust in the brand. Porter (1974) explained that
choice which can inflate intention relative to actual customers buying behavior also depend on the level of
behavior. existing competition in the industry. Wang (2004) told
that people of China who have affordability expensive
Brand attitude (Table 1): In dual mode persuasion imported branded items of clothing, they are becoming
process, Attitude towards the advertisement and brand receptive in large number to fashionable styles
internationally and demand for imported brand products
cognition directly impact on attitude towards the brand.
increasing due to variations in behavior of the consumer
Teng et al. (2007) revealed that abundant studies
as well as growing purchasing power. According to
expressed that advertisement is evaluated by the impact of Rajagopal (2006) under these circumstances, customers
ad context .Formation of responses that are cognitive must depend merely on extrinsic attributes of the product.
gives back a necessary process directing to account Sovereignty of the consumer rely on saving decisions
change in the attitude. Porter (1974) said that by which want that the individual effectively finds income
activation of the feelings may not only be occur speedily view of current and future consumptions (Redmond,
but also may lead to believe processing that is following 2000). To do so consumers should obey their practices in
in order or succession. Porter (1974) forbade that the past for the products in particular type (e.g. brand
advertisement should not be presented in hollowness and loyalty or habitual buying) in formation of the decision
compete against other advertisements so in this context a for the purchase of the product (Terrell, 2002).According
consumer’s perception in general of other advertisements to Sproles and Kendall (1986), a consumer’s decision-
may have impact on his or her attitude leading to the making style is “a mental orientation characterizing a
focused advertisement. Teng et al. (2007) concluded that consumer’s approach to making choices”.
a customer attitude leading to a focused brand not only is
dependent on his cognition of brand, but also dependent Brand attachment (Table 1): Aspects of public
on his perceptions of brand in a competition. As a result interactions include sensation for other people. On the
researches extend to one more factor i.e. attitude towards other hand trust is a vital result of these interactions. In
advertisement and attitude towards the brand interaction earlier researches in psychology as well as in marketing,
it is concluded as vital element for the close interactions.
to purchasing behavior or intention leading towards the
Trust on the brand is impact based, that refers to a touch
brand.
which is the result of public interaction associated with
Consumers very often embed information in brand (Esch et al., 2006). Thus in the model satisfaction
advertisements into easy presentations throughout the for the brand is included in addition trust is also added on
globe. The reactions to advertisements are not as such the brand to testify rational and affective results. Since
valid. However the models like attitude, embedded interactions are relationship over time. Therefore one
information, and other such models perhaps lend better more construct has been included that indicates this
possibilities to form brand attitude (Bagozzi and Recall, interdependence: attachment towards the brand. Only if a
1983). Bagozzi and Recall (1983) operationalized brand’s outcome is a satisfied customer and is trusted by
definition of brand attitude as consumer attitudes in a the customer then there will be attachment that can be
undimensional sense as the sum of the products of beliefs observable (Berry, 2000). Secondly the attachment
times evaluations, it may be fruitful to examine attitudes towards the brand makes interaction and specifies the
as multidimensional constructs consisting of networks of brand powerfully express an outcome in advance that how
interconnected beliefs and evaluations. often brand was bought in the past and will be bought in
the future. Brand plays an extra ordinary role in
Purchase decision: Intent to purchase is a kind of companies related to services because brands which are
decision in which studied why a customer purchases a strong increase the pace of customer’s trust of the
brand in particular. Constructs like considering something purchase that is invisible (Berry, 2000).
purchasing a brand and anticipating to purchase a brand Binninger (2008) suggested that earlier in 1990s
aids to scope the intentions of purchasing (Porter, 1974). customers loyalty is marked as a main concept against in
Porter (1974) also elaborated customers’ intention to association with many others that consists of
purchase a focused brand is not merely by his same brand commitment, satisfaction, identification, trust and the
attitude, but also by his attitudes leading to other brands relationship with or attitude leading to brand. Trust of the
in choice of set considered. Schoen bachler (2004) customer and satisfaction with a retailer mediates the
explained a type of loyal customer, whose purchase impact of trust in brand and satisfaction on customer

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Environmental
consequence

Brand awareness

Core brand image

Brand preference

Purchase decision/intention
Attitude advertisement

Brand attitude

Brand cognition

Brand satisfaction

Brand attachment

Brand trust

Fig 1: Frame work of study

intentions to repurchase (Zboja and Voorhees, 2006). METHODOLOGY

Sirdesh mukh et al. (2002) declared trust of the customer
as a vital and necessary construct in developing customer The method of sampling was non-random, convenient
relationships stronger and achieve sustainable share in the sampling, so the sample was based on non-probability
market. Few segments related to consumers are interested data. Survey was conducted in the year 2010 and
in store brands where as customers that are satisfied questionnaire was based on 5 point likert scale. Sample
size consists of 150 respondents of the vicinity of Satellite
marked as loyal (Martenson, 2007).
town and Chaklala Scheme III Rawalpindi in Pakistan.
Delgado-Ballester and Munuera-Aleman (2005)
The population was male smokers of the above vicinity.
declared trust associated from past experience becomes The targeted brand was Pakistan Tobacco Company
the part for current purchase and terms the customers as (PTC).
loyal which further intact the brand equity. Esch et al.
(2006) defined operationally as Brand attachment is a Instruments and measures: There are five variables in
longer-lasting, commitment inducing bond between the all. Four (4) independent variables are Brand Image (BI),
brand and the consumer. Brand Attitude (BA), Brand Attachment (BAtt) and
Environmental Consequences (EC). The dependent
Framework of study: variable was Purchase Intention (PI). Except
Hypothesis (Fig. 1): Environmental Consequences all three independent
variables have two sub variables. Core Brand Image
H1: Brand awareness and preference (Core Brand consists of brand awareness and preference. Brand
Image) has a positive impact on Purchase intention. Attitude formulated on brand advertisement and
cognition. Brand Attachment comes out of the brand trust
H2: Brand Attitude has a significant impact on Purchase
and satisfaction. All four variables have 5 items each
intention. except brand attitude which have three items. The
H3: Brand Attachment has a positive impact on questionnaire was adapted according to research.
Purchase intention.
H4: Environmental Consequences of the brand has Procedural design: The model is the example of multiple
impact (Positive or negative) on Purchase intention. regression analysis. So SPSS 16.0 is used to analyze the

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Table 2: Result of co-efficient $

Constant Core brand Environmental consequences Brand attachment Brand attitude R2 F
Image (IV1) (IV2) (IV3) (IV4)
1.117 0.307 -0.096 -0.022 0.442 0.647 66.509
(0.253) t(0.053) (0.048) (0.050) (0.060)
[4.414] [5.761] [-2.002] [-0.441] [7.336]
0.000 0.000 0.047 0.660 0.000 0.000

data. The reliability of the data is checked through Cronch understanding of the respondents and their solemnity
Batch Alpha which is overall 0.72. It shows that data towards questionnaire filling habit. Further it also
retrieved through the questionnaire is reliable. So indicates that in the area where people have less civic
reliability is confirmed through Cronch Batch Alpha. sense have less consideration towards issues like
environment.
RESULTS AND DISCUSSION
CONCLUSION
KEY: Co-efficient, Parenthesis (Standard Error),
Brackets (t-value) and in italic (p-value) The data collected consists of generalized result due
Considering Fig. 1 results in Table 2 obtained show to limitation of data which is non-random. Most of the
that as an individual co-effients $ in case of each and results are significant and are relevant with the literature
every variable indicates a positive result overall. The with little exception. Model is also a good fit of variables.
investigation of this research shows that purchasing From the above mentioned results it is concluded that
intention of customers is positively affirmative as well as smokers situated in the vicinity of Rawalpindi purchasing
powerful correlation is observed with core brand image, intentions are affected by the brand image & their attitude
towards the PTC brand. Furthermore people don’t
environmental consequences and brand attitude i.e., the
consider environmental consequences while smoking as
independent variables. However the first independent
it has been adopted by many people in Pakistan as a
variable core brand Image shows a positive relationship source of pleasure and PTC products are famous as
with the dependent variable i.e. purchasing intention. This compared to its competitors but since people want to have
result is consistent with Shwu-lng and Chen-Lien (2009) pleasure they can use other brands too if PTC brand is
where they have showed the relationship between brand unavailable. This can be threatening for PTC and
image and purchase intention through the brand attitude necessary steps should be taken by PTC in order to
variable. While the second independent variable i.e. increase the brand attachment of consumers,
environmental consequences shows a negative relation
with the dependent variable. This is also consistent with RECOMMENDATION
the H2 of Follows and Jobber (2000) where they
hypothesized that environmental consequences have For further studies it is recommended to use
negative relationship with purchase intention and they environmental consequences as a mediating or
used LISERAL to estimate the model. In the same model moderating variable. Its impact can also be seen through
the fourth variable i.e., Brand Attitude also shows a Core Brand Image. Core brand image and environmental
positive relationship with the dependent variable. This is consequences can also be used as sub variables of brand
also consistent with the researches of Teng (2007) (H4 of attitude. The data collection technique should also be
the study) and Shwu-lng and Chen-Lien (2009) (H5 of the redesigned by taking random data to increase its
study) also show a positive relationship with the application. Further by utilizing improved software’s can
dependent variable purchase intention. Whereas in the also improve the generalizability of results. Furthermore
same Table 2 there exists an insignificant relationship this research can also be further undertaken on the basis
with the third independent variable brand attachment with of demographic differences.
the dependent variable purchasing intention. R2 0.647
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