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THE INFLUENCE OF SEMIOTIC ADVERTISING EFFICACY ON GEN-Y PURCHASE INTENT: A STUDY OF REPUTABLE MAJOR BRANDS OF SMART PHONE
Corresponding Author(s) : Elizabeth A. Oputa
Humanities & Social Sciences Reviews,
Vol. 7 No. 1 (2019): January
Abstract
Purpose of the Study: The aim of this study is to influence the semiotic advertising efficacy on Gen-Y purchase intent of reputable major brands of smart phones. Semiotic advertising is an effective, modern approach of advertising that focuses on the use of different signs, symbols, images, and other visual aids for the purposes of marketing a given product or service. Since these signs tend to create an image of the brand in the minds of consumers and also demonstrates the association of the brand with their cultural orientations, beliefs and values, semiotic advertising is said to have a significant impact on the brand equity as perceived by generation y customers.
Methodology: The data for this study were obtained from existing literatures on reputable major brands of smart phones. The methodology relied on existing previous literatures on the subject being dealt with.
Results: The study presents evidence on the influence of semiotic advertising efficacy on generation-y’s purchase intent of smart phones. The study confirms that since higher brand equity is based on its components of perception, recognition, parity, loyalty, and trust and since it positively influences the purchase intentions and decisions of generation-y smart phone users, semiotic advertising must also have a positive influence on the purchase intention of buyers.
Implications: It is hence implemented that purchase intentions of generation Y smart phone users increase when the efficacy of semiotic advertising increases.
Keywords
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- Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
- Abdullah, A. A. & Islam, R. (2013). Balanced Scored Evaluating of British Tobacco in Malaysia. Journal of Applied Sciences Research, 9(5): 3301-3310.
- Akaka, M. A., and Dana, L. A. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International journal of Advertising 29(1): 37-56. DOI: https://doi.org/10.2501/S0265048709201026
- Akbari, M., Gholizadeh, M. H. and Zomorrodi, M. (2014). Purchase intention of products with Islamic labels under time pressure. Marketing and Branding Research 1(1): 14. DOI: https://doi.org/10.33844/mbr.2014.60211
- Al-Homayan, A. M., Shamsudin, F. M. Subramaniam, C. & Islam, R. (2013). Relationship among Job Demand-Resources, Job Stress, Organizational Support and Nurses’ Job Performance. Australian Journal of Basic and Applied Sciences, 7(9): 294-308.
- Ali, H. M. (2012). Critical analysis of women’s representation in TV advertisements from a cultural studies perspective. International Journal of Women's Research 1(1): 107-122.
- Allen, B. S., Schumann, D. W. and Leingpibul, T. (2009). Examining brand equity antecedent/consequence relationships. Journal of Marketing Theory and Practice 17(2): 145-162. DOI: https://doi.org/10.2753/MTP1069-6679170204
- ALNasser, A., Yusoff, R. Z. & Islam, R. (2013c). Relationship between Hard Total Quality Management Practices and Organizational Performance in Municipalities. American Journal of Applied Sciences,10(10): 1214-1223. DOI: https://doi.org/10.3844/ajassp.2013.1214.1223
- Al-Nasser, M., Yusoff, R. Z., Islam, R. & ALNasser, A. (2013a). Cultural Differences Identification and Its Effect on E-service Quality Perception. American Journal of Economics and Business Administration, 5(2): 65-74. DOI: https://doi.org/10.3844/ajebasp.2013.74.83
- Al-Nasser, M., Yusoff, R. Z., Islam, R. & ALNasser, A. (2013b). E-service Quality and its Effect on Consumers’ Perceptions Trust. American Journal of Economics and Business Administration, 5(2): 47-55. DOI: https://doi.org/10.3844/ajebasp.2013.47.55
- Al-Nasser, M., Yusoff, R. Z., Islam, R., Abidin, I. S. Z. & Samsudin, S. (2016a). Mediating Effect of E-service Quality Perceptions on Attitude and Trust toward Online Shopping. International Business Management, 10(3): 228-240.
- Al-Nasser, M., Yusoff, R. Z., Islam, R., Abidin, I. S. Z., Othman, Z. &Khan, S. J. M. (2016b). Moderating Impact of Risk on the Relationship between E-service Quality and Trust. Research journal of Applied Sciences, 11(2): 44-53.
- Anna, H. and Ventola, E. (2009). Multisemiotic marketing and advertising: Globalization versus localization and the media. In The World Told and the World Shown, pp. 183-204. Palgrave Macmillan UK.
- António, A. (2016). Celebrity Branding Advertising Processing: A Conceptual Model. In Rediscovering the Essentiality of Marketing, pp. 599-611. Springer International Publishing, DOI: https://doi.org/10.1007/978-3-319-29877-1_118
- Campbell, N. (2014). The signs and semiotics of advertising. Edited by Emma Bell, Samantha Warren, and Jonathan Schroeder. New York: Routledge.
- Chang, H. and Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal 29(12): 1687-1706. DOI: https://doi.org/10.1080/02642060902793557
- Cinzia, B. (2011). Semiotic approaches to advertising texts and strategies: Narrative, passion, marketing. Semiotica 183: 243-271. DOI: https://doi.org/10.1515/semi.2011.012
- Floyd, J. F. (2013). Survey research methods. Sage publications.
- Freire, N. A., (2014). When luxury advertising adds the identity values of luxury: A semiotic analysis. Journal of Business Research, 67(12): 2666-2675. DOI: https://doi.org/10.1016/j.jbusres.2014.04.004
- George, C. and De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review." International journal of research in marketing 52(1): 43-66. DOI: https://doi.org/10.2501/S1470785310201053
- Hippala, T., (2012). The localisation of advertising print media as a multimodal process. Multimodal Texts from Around the World: Linguistic and Cultural Insights. Palgrave, London, pp.97-122. DOI: https://doi.org/10.1057/9780230355347_5
- Huang, R. and Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors, pp. 113-132. Springer New York. DOI: https://doi.org/10.1007/978-1-4939-0277-4_8
- Isabel, B., MartÃnez, E. anddeChernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing 30(1): 62-74. DOI: https://doi.org/10.1108/07363761311290849
- Islam R. & Al-Homayan, A. M. (2013). Impacts of Job Resources on Nurses’ Performance Working in Public Sector Hospitals. American Journal of Applied Sciences, 10(10): 1224-1233. DOI: https://doi.org/10.3844/ajassp.2013.1224.1233
- Islam, R. & Abdullah, A. A. (2013). Marketing Implications of Consumer Behavior for Supermarket in Kedah, Malaysia.Australian Journal of Basic and Applied Sciences, 7(6): 479-485, 2013.
- Islam, R. & ALNasser, A. (2013). The Effect of National Culture on Total Quality Management and Organizational Performance. American Journal of Applied Sciences, 10(10): 1191-1200. DOI: https://doi.org/10.3844/ajassp.2013.1191.1200
- Jalilvand, M. R.,Samiei, N. and Mahdavinia, S. H. (2011). The effect of brand equity components on purchase intention: An application of Aaker’s model in the automobile industry." International business and management 2(2): 149-158.
- Jhally, S. (2014). The codes of advertising: Fetishism and the political economy of meaning in the consumer society. Routledge, 2014. DOI: https://doi.org/10.4324/9780203873079
- Keller, K. L.,Parameswaran, M. G. and Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
- Khan, N., Rahmani, S. H. R., Hoe, H. Y. and Chen, T. B. (2014).Causal relationships among dimensions of consumer-based brand equity and purchase intention: Fashion industry. International Journal of Business and Management 10(1): 172. DOI: https://doi.org/10.5539/ijbm.v10n1p172
- Khan, S. J. M., Samsudin, S. & Islam, R. (2017). Efficiency on Banking in Southeast Asia: Indonesia, Malaysia, Philippines and Thailand. International Journal of Social Economics, 44(12): 2302-2312. DOI: https://doi.org/10.1108/IJSE-01-2016-0020
- Kuang, C. H., Yeh, H. R. and Yang, Y. T. (2009).The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies 4(1): 135-144.
- Leeds-Hurwitz, W. (2012). Semiotics and communication: Signs, codes, cultures. Routledge.
- Malik, M. E., Ghafoor, M. M., Hafiz, K. I., Riaz, U., Hassan, N. U., Mustafa, M. and Shahbaz, S. (2013). Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer. International Journal of Business and Social Science 4(5).
- Najafian, M., and Saeed, K. S. (2011). Advertising social semiotic representation: a critical approach. International Journal of Industrial Marketing 1(1): 63. DOI: https://doi.org/10.5296/ijim.v1i1.775
- Pieters, R., Michel, W., and Rajeev, B. (2010). The stopping power of advertising: Measures and effects of visual complexity. Journal of Marketing 74, no. 5 (2010): 48-60. DOI: https://doi.org/10.1509/jmkg.74.5.48
- Rossolatos, G. (2014). Brand equity planning with structuralist rhetorical semiotics. kassel university press GmbH, 2014. DOI: https://doi.org/10.46743/2160-3715/2013.1444
- Saad, A. M., Islam, R., Noor, M. S. Z., Ali, J. & Zainal, Z. (2016). Consequences of Service Quality in the Insurance Industry: A Case Study on Saudi Arabia Insurance Industry. International Business Management, 10(3): 209-216.
- Santos, F. P. (2012). The semiotic conception of brand and the traditional marketing view. Irish Journal of Management 32(1): 95.
- Sarker, M. S. & Islam, R. (2013). Competitive Market of Air Industry and Competitive Advantages for Customer Satisfaction through Pricing Strategy of Air-Asia. Journal of Applied Sciences Research, 9(4): 2505-2512.
- Åžerban, S., (2014). From marketing to semiotics: The way to marketing semiotics. Journal of Self-Governance and Management Economics, 2(2): 61-71.
- Shipley, B. (2016). Cause and Correlation in Biology: A User's Guide to Path Analysis, Structural Equations and Causal Inference with R. Cambridge University Press. DOI: https://doi.org/10.1017/CBO9781139979573
- SolÃk, M. (2014). Semiotic approach to analysis of advertising. European Journal of Science and Theology 10(1): 207-217.
- Tariq, M., Abbas, T., Abrar, M., and Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review 1(1): 84-102.
- Torresi, I. (2008). Advertising: A case for intersemiotic translation. Meta: Journal des traducteursMeta:/Translators' Journal 53(1): 62-75. DOI: https://doi.org/10.7202/017974ar
References
Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
Abdullah, A. A. & Islam, R. (2013). Balanced Scored Evaluating of British Tobacco in Malaysia. Journal of Applied Sciences Research, 9(5): 3301-3310.
Akaka, M. A., and Dana, L. A. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International journal of Advertising 29(1): 37-56. DOI: https://doi.org/10.2501/S0265048709201026
Akbari, M., Gholizadeh, M. H. and Zomorrodi, M. (2014). Purchase intention of products with Islamic labels under time pressure. Marketing and Branding Research 1(1): 14. DOI: https://doi.org/10.33844/mbr.2014.60211
Al-Homayan, A. M., Shamsudin, F. M. Subramaniam, C. & Islam, R. (2013). Relationship among Job Demand-Resources, Job Stress, Organizational Support and Nurses’ Job Performance. Australian Journal of Basic and Applied Sciences, 7(9): 294-308.
Ali, H. M. (2012). Critical analysis of women’s representation in TV advertisements from a cultural studies perspective. International Journal of Women's Research 1(1): 107-122.
Allen, B. S., Schumann, D. W. and Leingpibul, T. (2009). Examining brand equity antecedent/consequence relationships. Journal of Marketing Theory and Practice 17(2): 145-162. DOI: https://doi.org/10.2753/MTP1069-6679170204
ALNasser, A., Yusoff, R. Z. & Islam, R. (2013c). Relationship between Hard Total Quality Management Practices and Organizational Performance in Municipalities. American Journal of Applied Sciences,10(10): 1214-1223. DOI: https://doi.org/10.3844/ajassp.2013.1214.1223
Al-Nasser, M., Yusoff, R. Z., Islam, R. & ALNasser, A. (2013a). Cultural Differences Identification and Its Effect on E-service Quality Perception. American Journal of Economics and Business Administration, 5(2): 65-74. DOI: https://doi.org/10.3844/ajebasp.2013.74.83
Al-Nasser, M., Yusoff, R. Z., Islam, R. & ALNasser, A. (2013b). E-service Quality and its Effect on Consumers’ Perceptions Trust. American Journal of Economics and Business Administration, 5(2): 47-55. DOI: https://doi.org/10.3844/ajebasp.2013.47.55
Al-Nasser, M., Yusoff, R. Z., Islam, R., Abidin, I. S. Z. & Samsudin, S. (2016a). Mediating Effect of E-service Quality Perceptions on Attitude and Trust toward Online Shopping. International Business Management, 10(3): 228-240.
Al-Nasser, M., Yusoff, R. Z., Islam, R., Abidin, I. S. Z., Othman, Z. &Khan, S. J. M. (2016b). Moderating Impact of Risk on the Relationship between E-service Quality and Trust. Research journal of Applied Sciences, 11(2): 44-53.
Anna, H. and Ventola, E. (2009). Multisemiotic marketing and advertising: Globalization versus localization and the media. In The World Told and the World Shown, pp. 183-204. Palgrave Macmillan UK.
António, A. (2016). Celebrity Branding Advertising Processing: A Conceptual Model. In Rediscovering the Essentiality of Marketing, pp. 599-611. Springer International Publishing, DOI: https://doi.org/10.1007/978-3-319-29877-1_118
Campbell, N. (2014). The signs and semiotics of advertising. Edited by Emma Bell, Samantha Warren, and Jonathan Schroeder. New York: Routledge.
Chang, H. and Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal 29(12): 1687-1706. DOI: https://doi.org/10.1080/02642060902793557
Cinzia, B. (2011). Semiotic approaches to advertising texts and strategies: Narrative, passion, marketing. Semiotica 183: 243-271. DOI: https://doi.org/10.1515/semi.2011.012
Floyd, J. F. (2013). Survey research methods. Sage publications.
Freire, N. A., (2014). When luxury advertising adds the identity values of luxury: A semiotic analysis. Journal of Business Research, 67(12): 2666-2675. DOI: https://doi.org/10.1016/j.jbusres.2014.04.004
George, C. and De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review." International journal of research in marketing 52(1): 43-66. DOI: https://doi.org/10.2501/S1470785310201053
Hippala, T., (2012). The localisation of advertising print media as a multimodal process. Multimodal Texts from Around the World: Linguistic and Cultural Insights. Palgrave, London, pp.97-122. DOI: https://doi.org/10.1057/9780230355347_5
Huang, R. and Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors, pp. 113-132. Springer New York. DOI: https://doi.org/10.1007/978-1-4939-0277-4_8
Isabel, B., MartÃnez, E. anddeChernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing 30(1): 62-74. DOI: https://doi.org/10.1108/07363761311290849
Islam R. & Al-Homayan, A. M. (2013). Impacts of Job Resources on Nurses’ Performance Working in Public Sector Hospitals. American Journal of Applied Sciences, 10(10): 1224-1233. DOI: https://doi.org/10.3844/ajassp.2013.1224.1233
Islam, R. & Abdullah, A. A. (2013). Marketing Implications of Consumer Behavior for Supermarket in Kedah, Malaysia.Australian Journal of Basic and Applied Sciences, 7(6): 479-485, 2013.
Islam, R. & ALNasser, A. (2013). The Effect of National Culture on Total Quality Management and Organizational Performance. American Journal of Applied Sciences, 10(10): 1191-1200. DOI: https://doi.org/10.3844/ajassp.2013.1191.1200
Jalilvand, M. R.,Samiei, N. and Mahdavinia, S. H. (2011). The effect of brand equity components on purchase intention: An application of Aaker’s model in the automobile industry." International business and management 2(2): 149-158.
Jhally, S. (2014). The codes of advertising: Fetishism and the political economy of meaning in the consumer society. Routledge, 2014. DOI: https://doi.org/10.4324/9780203873079
Keller, K. L.,Parameswaran, M. G. and Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Khan, N., Rahmani, S. H. R., Hoe, H. Y. and Chen, T. B. (2014).Causal relationships among dimensions of consumer-based brand equity and purchase intention: Fashion industry. International Journal of Business and Management 10(1): 172. DOI: https://doi.org/10.5539/ijbm.v10n1p172
Khan, S. J. M., Samsudin, S. & Islam, R. (2017). Efficiency on Banking in Southeast Asia: Indonesia, Malaysia, Philippines and Thailand. International Journal of Social Economics, 44(12): 2302-2312. DOI: https://doi.org/10.1108/IJSE-01-2016-0020
Kuang, C. H., Yeh, H. R. and Yang, Y. T. (2009).The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies 4(1): 135-144.
Leeds-Hurwitz, W. (2012). Semiotics and communication: Signs, codes, cultures. Routledge.
Malik, M. E., Ghafoor, M. M., Hafiz, K. I., Riaz, U., Hassan, N. U., Mustafa, M. and Shahbaz, S. (2013). Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer. International Journal of Business and Social Science 4(5).
Najafian, M., and Saeed, K. S. (2011). Advertising social semiotic representation: a critical approach. International Journal of Industrial Marketing 1(1): 63. DOI: https://doi.org/10.5296/ijim.v1i1.775
Pieters, R., Michel, W., and Rajeev, B. (2010). The stopping power of advertising: Measures and effects of visual complexity. Journal of Marketing 74, no. 5 (2010): 48-60. DOI: https://doi.org/10.1509/jmkg.74.5.48
Rossolatos, G. (2014). Brand equity planning with structuralist rhetorical semiotics. kassel university press GmbH, 2014. DOI: https://doi.org/10.46743/2160-3715/2013.1444
Saad, A. M., Islam, R., Noor, M. S. Z., Ali, J. & Zainal, Z. (2016). Consequences of Service Quality in the Insurance Industry: A Case Study on Saudi Arabia Insurance Industry. International Business Management, 10(3): 209-216.
Santos, F. P. (2012). The semiotic conception of brand and the traditional marketing view. Irish Journal of Management 32(1): 95.
Sarker, M. S. & Islam, R. (2013). Competitive Market of Air Industry and Competitive Advantages for Customer Satisfaction through Pricing Strategy of Air-Asia. Journal of Applied Sciences Research, 9(4): 2505-2512.
Åžerban, S., (2014). From marketing to semiotics: The way to marketing semiotics. Journal of Self-Governance and Management Economics, 2(2): 61-71.
Shipley, B. (2016). Cause and Correlation in Biology: A User's Guide to Path Analysis, Structural Equations and Causal Inference with R. Cambridge University Press. DOI: https://doi.org/10.1017/CBO9781139979573
SolÃk, M. (2014). Semiotic approach to analysis of advertising. European Journal of Science and Theology 10(1): 207-217.
Tariq, M., Abbas, T., Abrar, M., and Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review 1(1): 84-102.
Torresi, I. (2008). Advertising: A case for intersemiotic translation. Meta: Journal des traducteursMeta:/Translators' Journal 53(1): 62-75. DOI: https://doi.org/10.7202/017974ar