Consumer-Based Product Creativity, Product-Brand Fit, and Product-Category Fit: Which is More Influential in Consumer Responses?

• Main Authors: Shim, Soo In, Goh, Yi Sheng *
• Format: Article
• Published: Universiti Sains Malaysia 2022
• Subjects: BF Psychology; HD28 Management. Industrial Management; N Visual arts (General) For photography, see TR
• Online Access: http://eprints.sunway.edu.my/2146/; https://ejournal.usm.my/wacanaseni/article/view/ws_vol21-2022_4
• Institution: Sunway University

This study examines the effects of consumer-based product creativity (i.e., novelty and meaningfulness dimensions), product-brand fit, and product-category fit on attitude toward the product and purchase intention. A total of 544 university students participated in a survey, in which respondents wer...