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Year 2017, Volume: 7 Issue: 1, 379 - 388, 01.03.2017

Shahid Rasool Asif Ayub Kiyani Fadilah Binti Siali Hiram Ting Mahani Mohammad Abdu Shakur

Abstract

Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan

Year 2017, Volume: 7 Issue: 1, 379 - 388, 01.03.2017

Shahid Rasool Asif Ayub Kiyani Fadilah Binti Siali Hiram Ting Mahani Mohammad Abdu Shakur

Abstract

The aim of this study is to find out the relationship between the company image, company trust, consumer value and consumer innovativeness behavior. It focuses on how the company image and company trust influence the consumer value and consumer innovativeness behavior with respect to consumer independent judgment making and consumer novelty seeking. The research design of the study was cross-sectional and exploratory. The data were collected through a questionnaire from university students who were cell phone users. Consumer value has partially mediated between company image, company trust and consumer innovativeness behavior. The results showed the significant impact of company image and company trust on consumer innovativeness behavior rather than consumer value. Marketing manager and policy makers are willing to pay much attention to increase to the maximum consumers of their company’s products. Cell phone companies demand young buyers who are frequently changing their cell phones. Hence, this study gives a new aspect to enhance the cell phone consumer with the help of increasing the company image and company trust, instead of focusing on consumer values.

Keywords

Company Image Company Trust Consumer Value Consumer Innovativeness Behavior

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Details

Other ID JA98AK25GP
Journal Section Research Article
Authors

Shahid Rasool This is me

Asif Ayub Kiyani This is me

Fadilah Binti Siali This is me

Hiram Ting This is me

Mahani Mohammad Abdu Shakur This is me

Publication Date March 1, 2017
Published in Issue Year 2017 Volume: 7 Issue: 1

Cite

APA Rasool, S., Kiyani, A. A., Siali, F. B., Ting, H., et al. (2017). Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan. International Review of Management and Marketing, 7(1), 379-388.
AMA Rasool S, Kiyani AA, Siali FB, Ting H, Shakur MMA. Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan. IRMM. March 2017;7(1):379-388.
Chicago Rasool, Shahid, Asif Ayub Kiyani, Fadilah Binti Siali, Hiram Ting, and Mahani Mohammad Abdu Shakur. “Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan”. International Review of Management and Marketing 7, no. 1 (March 2017): 379-88.
EndNote Rasool S, Kiyani AA, Siali FB, Ting H, Shakur MMA (March 1, 2017) Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan. International Review of Management and Marketing 7 1 379–388.
IEEE S. Rasool, A. A. Kiyani, F. B. Siali, H. Ting, and M. M. A. Shakur, “Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan”, IRMM, vol. 7, no. 1, pp. 379–388, 2017.
ISNAD Rasool, Shahid et al. “Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan”. International Review of Management and Marketing 7/1 (March 2017), 379-388.
JAMA Rasool S, Kiyani AA, Siali FB, Ting H, Shakur MMA. Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan. IRMM. 2017;7:379–388.
MLA Rasool, Shahid et al. “Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan”. International Review of Management and Marketing, vol. 7, no. 1, 2017, pp. 379-88.
Vancouver Rasool S, Kiyani AA, Siali FB, Ting H, Shakur MMA. Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan. IRMM. 2017;7(1):379-88.