Antecedents of brand love leading to purchase intention towards refurbished video game consoles
by Akshay Kancherla; Jossy P. George; Benny J. Godwin
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 19, No. 3/4, 2023

Abstract: This paper examines different constructs that influence purchase intention of refurbished video game consoles to assess its multi-factorial association with brand love. The data was collected from video game console cafes in the cities of Bangalore and Pune, India. The findings demonstrate that adoption determinants and social influence have a positive influence on brand love, while notably, environmental involvement has a positive influence on an individual's purchase intention. Brand love would not singularly influence positive purchase intention in the context of refurbished video game consoles. The paper clarifies that brand love alone cannot influence the purchasing decision of an individual in the context of refurbished video game consoles, the companies selling or remanufacturing these products can benefit by advertising these products as being environmentally involved. This is the first paper that examines the effects of brand love and purchase intentions in the context of refurbished video game consoles.

Online publication date: Tue, 12-Sep-2023

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