The Effect of Users' Perceived Originality on Behavioural Intentions Toward Brands, Mediated by Brand Awareness and Brand Image
DOI:
https://doi.org/10.61806/al-tatawur.v3i1.105Keywords:
Behavioral Intentions, Brand Awareness, Brand Image, Brand Loyalty, Users' Perceived OriginalityAbstract
This study aims to analyze the effect of Users' Perceived Originality on Behavioral Intentions toward brands, mediated by Brand Awareness and Brand Image. The sample used in this research involves 200 Apple product users who have a strong perception of the brand's originality and image, and how these factors influence their intentions to repurchase Apple products. A quantitative approach is applied using the Partial Least Square - Structural Equation Modeling (PLS-SEM) analysis method. The results indicate that Users' Perceived Originality has a positive and significant effect on Behavioral Intentions, with Brand Awareness and Brand Image acting as mediators in this relationship. Additionally, Brand Awareness and Brand Image also show a positive and significant impact on Behavioral Intentions. This study contributes valuable insights to the development of brand management literature, emphasizing the importance of perceived originality, brand awareness, and brand image in shaping consumer behavior. Practically, the findings provide a strategic basis for brands to enhance their originality, strengthen brand image, and improve consumer behavioral intentions, thus fostering brand loyalty and sustained engagement.
References
Agag, G. (2025). Perceived originality as a predictor of consumer behavioral intentions: Evidence from the technology sector. Journal of Consumer Behavior, 33(1), 67–84.
Alavi, S., Henseler, J., & Ringle, C. M. (2024). Advanced structural equation modeling techniques for consumer behavior studies. Journal of Marketing Research, 58(2), 134–150.
Aristana, A., Hermawan, E., & Purwanto, A. (2024). The role of transformational leadership and organizational citizenship behavior in SMEs. Journal of Business Management, 33(4), 45–61.
Creswell, J. W., & Creswell, J. D. (2024). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage Publications.
Etikan, I. (2016). Sampling methods in research methodology. International Journal of Scientific Research, 5(6), 23–27. https://doi.org/10.15406/bbij.2017.05.00149
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2025). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
Harrison, T., & Lee, D. (2023). Authenticity and originality as drivers of brand loyalty in consumer markets. Journal of Marketing Research, 58(2), 112–126.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2023). A new framework for PLS-SEM: Constructing robust models for social science research. Journal of the Academy of Marketing Science, 41(3), 421–435.
Kaur, A., & Saini, R. (2024). The impact of perceived originality on brand loyalty in premium product categories. Journal of Consumer Behavior, 29(1), 21–34.
Kaur, R., & Saini, A. (2024). The role of brand originality in enhancing consumer loyalty: A comprehensive review. Journal of Marketing Research, 15(2), 45–60.
Lee, H., & Kim, D. (2023). Exploring the mediation of brand image in the relationship between originality and purchase intention. Journal of Marketing Insights, 27(4), 98–110.
Lee, Y., & Kim, S. (2023). Brand image as a mediator between perceived originality and consumer behavior. Journal of Consumer Psychology, 47(3), 320–333.
Miyamoto, T., & Sato, M. (2023). Brand awareness and consumer preferences in the digital age. Marketing Science, 42(1), 89–102.
Miyamoto, Y., & Sato, M. (2023). The impact of brand awareness on consumer trust and purchase behavior. International Journal of Consumer Studies, 29(1), 12–27.
Ringle, C. M., Sarstedt, M., & Schlittgen, R. (2024). Partial least squares structural equation modeling: A comprehensive introduction. Sage Publications. https://doi.org/10.1007/978-3-319-05542-8_15-3
Xu, L., & Huang, W. (2023). Brand image and its influence on consumer buying decisions. Journal of Business and Psychology, 41(3), 215–231.
Xu, Y., & Huang, J. (2023). The impact of brand image on consumer behavior: A study of premium brands. International Journal of Marketing Studies, 35(4), 112–130.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Al-Tatawur: International journal of Social Science
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
