Title: Linkages between brand parity, coupon proneness, sales proneness, brand trust and purchase decision involvement: an empirical check

Authors: Preshth Bhardwaj; Gopal Das; Arpita Khare

Addresses: Indian Institute of Management Rohtak, M.D. University Campus, Rohtak Haryana 124001, India ' Indian Institute of Management Rohtak, M.D. University Campus, Rohtak Haryana 124001, India ' Indian Institute of Management Rohtak, M.D. University Campus, Rohtak Haryana 124001, India

Abstract: The paper is an effort to investigate the linkages between brand parity, coupon proneness, sales proneness, brand trust and purchase decision involvement in Indian retailing context. Structured questionnaire with mall-intercept sampling technique was used to collect data from National Capital Region, India. Out of 679 returned questionnaires, 652 were found usable for data analysis. Multivariate statistical technique like structural equation modelling was used to analyse the data. The results reveal that brand parity, coupon proneness, and sales proneness have positive impact on brand trust. The results also reveal that brand parity, sales proneness and brand trust positively influence purchase decision involvement. The discussion, implications for theory and practice and limitations for future studies are discussed.

Keywords: perceived brand parity; coupon proneness; sales proneness; perceived brand trust; purchase decision involvement; India; retailing; structural equation modelling; SEM; purchasing decisions.

DOI: 10.1504/IJEMR.2015.070803

International Journal of Electronic Marketing and Retailing, 2015 Vol.6 No.3, pp.194 - 213

Received: 19 Jun 2014
Accepted: 09 Dec 2014

Published online: 24 Jul 2015 *

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