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

This study examines the effects of consumer-based product creativity (i.e., novelty and meaningfulness dimensions), product-brand fit, product-category fit on attitude toward purchase intention. A total 544 university students participated in a survey, which respondents were exposed to stimulus image then required respond questionnaire. Structural equation modelling results show that significantly influence attitude, subsequently increasing Notably, meaningfulness, rather than is found be more influential both The importance can even highlighted for products less fitted their category. Theoretical practical implications are further discussed.