The smartphone market compete closely in Taiwan. there are many companies not only develop the function of product actively, they pay attention to value added of brand and wish it can raise their profit. Because brand association is the core value of brand. So this object of study is smartphone and we want to know the relationship between brand association and purchase intention in whole smartphone market by consumer view point. Furthermore we analysis what different with dissimilar brands and the effect of consumer characteristics This study adopted the research of questionnaire as study method. The target is the resident in Taiwan and uses convenience sampling method. We try to understand what kind of relationship of brand association¡Bconsumer characteristics and consumer purchase intention in consumer¡¦s mind. There are 224 usable responses and we used SPSS soft ware to access the methods of statistic analysis and testifies hypothesis of this research. It has the following conclusions 1. This research find brand association are significantly correlated with consumers purchase intention in smartphone market 2. There are the remarkable differences with brand association and purchase intention in dissimilar brands 3. It shows that consumer characteristics have the remarkable difference with some research variables. This research not only testifies hypothesis but also collects the management means to be the reference. Wish these references could be helpful for academic and business practice. It has the following management means 1. Deepen importance of brand association and the effects of brand association to consumer purchase intention is also suitable to smartphone market 2. In order to creative and maintain competition advantage¡Athe companies must inspect what different between their own brand association and opponent¡¦s own constantly.

This research study aims to investigate the perceptions of millennials towards Chatbot and their purchase intentions in the fashion industry. The study explored how chatbots are perceived by millennials, and how these perceptions influence their purchase intentions. To achieve this, the study used a quantitative approach. The data was collected through an online survey, which was distributed to a sample size of 183 millennials. According to the findings, perceived trust is a strong predictor of purchase intention, on the contrary, perceived enjoyment and perceived ease of use are not. The analysis revealed that customers' perceived trust in Chatbots plays a critical role in favorably affecting their purchase intention. Finally, we suggested that further research explores the potential of chatbots as a marketing tool for fashion brands. This could involve investigating the impact of chatbots on customer engagement, satisfaction, and loyalty, as well as exploring the various design and functionality features that could be implemented to enhance the chatbot experience for consumers.

Title: Impact of country of origin on consumer purchase intention amongPakistani customers buying fashion clothes onlineLevel: Master Programme in Business Administration (MBA): Business ManagementAuthor: Hafiz Azhar Ahmed KhanSupervisor: Dr. Ehsanul Huda Chowdhury & Dr. Katarina ArbinExaminer: Dr. Daniella FjellströmDate: March 2022Aim: The research study investigates the impact of country of origin on consumerpurchase intention through consumer preference for Pakistani consumers buying fashioncloth online.Method: The study is using a quantitative research method Data has been collectedthrough a questionnaire that 157 respondents answered. Results were analyzed throughSPSS.Results & Conclusions: The results of this study show that country of origin andconsumer purchase intention has a significant relationship with each other, andconsumer preference mediates the relationship between the variables. Furthermore, itdepicts that when consumers take the country of origin positively, their purchaseintention also becomes positive and vice versa. Further, it has also been found thatconsumer preference builds a strong relationship between a country of origin andpurchase intention.Contribution of the thesis: The current idea has contributed to research related to thecountry of origin because there is no specific study in the Pakistani context which hasstudied the impact of country of origin on consumer preference and how preference canmediate the country of origin‘s effect on consumer purchase intention. In both ways,current research has explained how Country of origin is positively changing preferencesof fashion clothes, and mediation of consumer preference is also proven. It extends theliterature on the Country of origin concerning new context and new mediating variables.It makes the findings of the theory of planned behavior more significant for extrinsiciicues. It also guides managers to schedule their ads and marketing strategies to makethem more successful and competitive.Suggestions for future research: Future researchers should take the current research tothe next level and identify more outcomes of country of origin, such as how it can betterbrand equity or Sales volume. Furthermore, comparative studies can be conducted inwhich a developing and developed country can be specified. Responses for bothcountries should be obtained separately, and then differences can be brought to see themultilevel impact of country of origin. Another suggestion for future research is toconduct a comparative study between online and physical shoppers as the currentresearch was limited to online fashion clothes only

Social media platforms have significantly transformed the marketing landscape, providing brands with powerful new opportunities to engage with their target audiences. This study delves into the comparative analysis of social media influencer marketing and electronic word-of-mouth (eWOM) within the context of outdoor branded products in China, examining their effects on consumer purchase decisions. A structured online questionnaire survey was employed as the primary research method due to the significant advantages of quantitative methods in providing objective, quantifiable data. Through statistical analysis, the study reveals the magnitude and correlation of the effects of social media influencer marketing and eWOM on consumer purchase intention. The findings revealed that both influencer marketing and eWOM significantly influence consumer purchase intentions for outdoor branded products in China. Additionally, the study highlighted the pivotal role of informativeness, which showed higher significance in eWOM channels compared to influencer marketing. These outcomes offer valuable insights for marketers operating in the outdoor branded products sector, providing actionable implications for enhancing consumer engagement and driving sales in the dynamic landscape of digital marketing.

Title: “Factors affecting consumers green purchase intention towards ecological products: ICA supermarket in Sweden”. Level: Master degree thesis in Business AdministrationAuthor: Khalida Akter Supervisor: Zahra AhmadiExaminer: Maria Fregidou-Malama Aim: The aim of this study is to investigate how consumer trust, eco-branding and green marketing strategy influence consumer purchase intention towards ecological products. Method: The qualitative method and inductive approach have been used for this research. The primary data have been collected through face to face interview and the secondary data have been used through scientific journals and the internet. Findings: The results show the important factors that can promote green marketing towards ecological products are; consumer trust, green trust, eco-label trust, eco-branding, green pricing, green advertising, green design and green promotion have a strong relation with each other. The study also shows that consumer purchase intention can be increased by giving sufficient information regarding ecological products, by increasing awareness, credibility, by reducing the perceived risk of the products, brand uniqueness, by advertising the products through the company magazines, billboards and posters outside of the supermarket, by raising awareness of customer health. Brand loyalty is also an important factor to create a long-term relationship with customers and it can be created by the fair price perception among the customers. The main promotional issues have been found for this study is customer health and climate change. The study also shows that price doesn’t affect on consumer purchase behaviour. Suggestions for future research: This study helps to understand how to promote green marketing for ecological products. For further study, the author suggests to investigate if there is a relationship between green marketing, consumer trust, eco-branding as well as a green marketing strategy. The future study will help to research on green marketing for ecological products. Contribution: This study has identified elements to promote green marketing and factors that can help to increase consumers purchase intention. The author hopes that the findings of this study will help companies to create their consumer purchase intention. The study has contributed to the theory and to the managers by investigating the factors affecting on green marketing. Keywords: Green marketing, Consumer trust, green trust, Eco-branding, Green marketing strategy, consumer purchase intention.

The main purpose of this study is to evaluate the interaction between the green marketingmix elements and consumer’s purchase intention with reference to hotels in coastal beltin Sri Lanka. This study shows Green Product, Green Price, Green Distribution, andGreen Promotion influence consumer’s purchase intention. The primary data collectedfrom 100 respondents and analyzed by using statistical techniques. The result has shownthat the product element of the marketing mix has a strong influence on consumerpurchase and other elements were slightly influenced to purchase intention of consumers.In this research, researchers faced with various limitations. The respondents are fromdifferent parts of the country but currently live in Colombo area. So, it may not representthe whole community and it also led to the response errors with the respondents and here,the sample was limited to 100 respondents. When collecting data, researchers used themethod of the questionnaire. All the findings are based on the information they provided.However, researchers did their best to use different types of data collecting methods toget accurate information from the respondents. All in all, the finding implied that greenmarketing mix elements in hotels industry has a significant impact on consumer’spurchase intention. So, the hotel industry must increase the green marketing elements toattract more and more consumers. In this era, companies can’t even survive in themarketplace without knowing its strengths, weaknesses, opportunities and threats.Including green aspects to the total offering has been a major innovation in the hotelsindustry recent past. In order to do that, the company has to conduct continuous surveysto know the consumer’s opinions, needs, and their preferences. Therefore, green productsbecame genuine key to success in consumer purchase intention.

Purpose: The purpose of this paper is to investigate the impact that personalization as a phenomenon has on consumer purchase intention. Therefore, examining personalization as a phenomenon was performed through three different variables on which personalization has a significant influence. These variables are previous purchase experience, privacy concerns, and attitudes towards personalization.  Method: The primary data collection was developed through a quantitative research approach. Moreover, the survey was used as an instrument to collect the  data from individuals that have made online purchases at least one time in  the past 12 months.  Conclusion: To conclude, our findings show that previous purchase experience  and attitudes towards personalization positively impact consumer purchase intention. On the other hand, our findings show that privacy concerns have no significant correlations with consumer purchase intention and attitudes towards personalization, which means that privacy concerns don't have any impact on purchase intention and attitudes towards personalization.

Aim: The aim of the study is to investigate the influence e-WOM through social network sites has on consumers focusing on brand perception and purchase intention.  Methodology: A qualitative study was applied with the semi-structured online interview conducted with nine respondents across Bangladesh. The collected primary data were transcribed and thematically analyzed with the reviewed literature.  Findings and Conclusion: We conclude that e-WOM through SNS helps consumers to select smartphones and gadgets. Due to paid reviews and negative influencers, trustworthiness is vital on SNS reviews. Also, the recommendation from known sources or personal research increases brand perception. Rather than relying on single reviews on SNS, it is highly recommended to justify the reviews for purchase intention of smartphones or gadgets. Contribution of the Thesis: This study suggests that e-WOM through SNS influences consumers' purchase of smartphones or gadget brands. It is recommended for the managers to determine reviewers on SNS regarding smartphone or gadget brands. Besides, this study exposes the importance of trustworthiness in SNS reviews.  Suggestion for the Future Research: We suggest future research on a similar topic using a larger sample size. We also propose a comparative study with two or more countries on similar products to determine differences and results relatively. Besides, this study only focused on smartphones or gadget items; focusing on different products with larger audiences might be done for future research. Furthermore, future research could be done