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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50700 - Social and economic geography

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

Foresight

ISSN

1463-6689

e-ISSN

1465-9832

Svazek periodika

26

Číslo periodika v rámci svazku

5

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

27

Strana od-do

921-947

Kód UT WoS článku

001319617800001

EID výsledku v databázi Scopus

2-s2.0-85205074533