The influence of language of advertising on customer patronage intention: testing moderation effects of race

The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this stu...

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Main Authors:	Rahman, Muhammad Sabbir, AbdelFattah, Fadi AbdelMuniem, Mat Daud, Nuraihan, Osman, Mohamad
Format:	Article
Language:	English
Published:	IDOSI Publications 2014
Subjects:	HF5410 Marketing. Distribution of products
Online Access:	http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/1/10.pdf

id	iium-38586
recordtype	eprints
spelling	iium-385862018-06-19T00:56:04Z http://irep.iium.edu.my/38586/ The influence of language of advertising on customer patronage intention: testing moderation effects of race Rahman, Muhammad Sabbir AbdelFattah, Fadi AbdelMuniem Mat Daud, Nuraihan Osman, Mohamad HF5410 Marketing. Distribution of products The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this study uses the responses from a sample of 160 customers of different health insurance service providers in Malaysia. A questionnaire was formed using the required measures from existing literature and the structural equation modeling (SEM) was used to examine the proposed model. The results show that the moderating effects of race were strong between languages of advertising and customer patronage intention. The result also displays a significantly positive relation between advertising languages and customer patronage intention towards health insurance products in Malaysia. The researchers suggest that a coherent and persuasive advertising language be used by health insurance providers. IDOSI Publications 2014-09-04 Article PeerReviewed application/pdf en http://irep.iium.edu.my/38586/1/10.pdf Rahman, Muhammad Sabbir and AbdelFattah, Fadi AbdelMuniem and Mat Daud, Nuraihan and Osman, Mohamad (2014) The influence of language of advertising on customer patronage intention: testing moderation effects of race. Middle-East Journal of Scientific Research, 20. pp. 67-74. ISSN 1990-9233 E-ISSN 1999-8147 http://www.idosi.org/mejsr/mejsr.htm 10.5829/idosi.mejsr.2014.20.lcl.210
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5410 Marketing. Distribution of products
spellingShingle	HF5410 Marketing. Distribution of products Rahman, Muhammad Sabbir AbdelFattah, Fadi AbdelMuniem Mat Daud, Nuraihan Osman, Mohamad The influence of language of advertising on customer patronage intention: testing moderation effects of race
description	The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this study uses the responses from a sample of 160 customers of different health insurance service providers in Malaysia. A questionnaire was formed using the required measures from existing literature and the structural equation modeling (SEM) was used to examine the proposed model. The results show that the moderating effects of race were strong between languages of advertising and customer patronage intention. The result also displays a significantly positive relation between advertising languages and customer patronage intention towards health insurance products in Malaysia. The researchers suggest that a coherent and persuasive advertising language be used by health insurance providers.
format	Article
author	Rahman, Muhammad Sabbir AbdelFattah, Fadi AbdelMuniem Mat Daud, Nuraihan Osman, Mohamad
author_facet	Rahman, Muhammad Sabbir AbdelFattah, Fadi AbdelMuniem Mat Daud, Nuraihan Osman, Mohamad
author_sort	Rahman, Muhammad Sabbir
title	The influence of language of advertising on customer patronage intention: testing moderation effects of race
title_short	The influence of language of advertising on customer patronage intention: testing moderation effects of race
title_full	The influence of language of advertising on customer patronage intention: testing moderation effects of race
title_fullStr	The influence of language of advertising on customer patronage intention: testing moderation effects of race
title_full_unstemmed	The influence of language of advertising on customer patronage intention: testing moderation effects of race
title_sort	influence of language of advertising on customer patronage intention: testing moderation effects of race
publisher	IDOSI Publications
publishDate	2014
url	http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/ http://irep.iium.edu.my/38586/1/10.pdf
first_indexed	2023-09-18T20:55:25Z
last_indexed	2023-09-18T20:55:25Z
_version_	1777410271801769984

The influence of language of advertising on customer patronage intention: testing moderation effects of race

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