Impacts of cultural practices on consumers' buying behavior in sales promotional activities in the settings of COVID-19

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25410%2F24%3A39922154" target="_blank" >RIV/00216275:25410/24:39922154 - isvavai.cz</a>

Result on the web

<a href="https://www.emerald.com/insight/content/doi/10.1108/fs-01-2023-0014/full/html" target="_blank" >https://www.emerald.com/insight/content/doi/10.1108/fs-01-2023-0014/full/html</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1108/FS-01-2023-0014" target="_blank" >10.1108/FS-01-2023-0014</a>

Result language

angličtina

Original language name

Impacts of cultural practices on consumers' buying behavior in sales promotional activities in the settings of COVID-19

Original language description

PurposeThis study aims to explore the impact of cultural practices on consumers&apos; buying behavior in sales promotional activities toward the fashion clothing brands based on the Theory of Black-Box Model under the conditions of COVID-19 at Pakistan.Design/methodology/approachThe study has collected data through questionnaire-based survey from 600 consumers of fashion clothing brands using convenience sampling technique in Pakistan and analyzed through PLS-SEM to find results.FindingsThe results confirmed that cultural practices and sales promotional activities have positive significant relationship with the consumers&apos; buying behavior during the celebration of events, also under the conditions of COVID-19. The study also found that ethnocentrism and xenocentrism are positively associated with cultural practices while social factors, physical factors, product innovation and marketing innovation with sales promotional activities.Practical implicationsThe outcomes provide interesting insights about consumers&apos; assessment toward the sale&apos;s promotional activities and cultural practices of fashion clothing brands during the celebration of events and guide the marketing practitioners to develop the customers edifying and environment-oriented business strategies to boost up the buying behavior in crisis situations.Originality/valueAlthough prior research has widely investigated the cultural practices, sales promotion and consumers&apos; buying behavior in various settings, but to the best of the authors&apos; knowledge, this is the first study in these domains.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50700 - Social and economic geography

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Foresight

ISSN

1463-6689

e-ISSN

1465-9832

Volume of the periodical

26

Issue of the periodical within the volume

5

Country of publishing house

GB - UNITED KINGDOM

Number of pages

27

Pages from-to

921-947

UT code for WoS article

001319617800001

EID of the result in the Scopus database

2-s2.0-85205074533