Determining the impact of brand equity on consumer purchase intention

Year 2017, Volume: 3 Issue: 4, 1164 - 1177, 01.07.2017

Vesile Özçifçi

https://doi.org/10.24289/ijsser.319844

Cited By: 1

Abstract

In this study, it was attempted to determine which
brand equity element is more effective regarding the mobile phone purchase of
university students. Brand equity is defined in three dimensions which are
brand awareness, perceived quality and brand loyalty. Data was collected by
1190 subjects studying at the faculties of Aksaray University. The data was
tested by Structural Equation Modeling. As a result of the research, it was
found that brand awareness affects perceived quality, but it does not affect
the brand loyalty and overall brand value. Perceived quality affects brand
loyalty and overall brand value, while the brand loyalty affects the overall
brand value. Furthermore, it was found that overall brand value affects
purchase intention.

 

Keywords

Brand Equity, Overall Brand Equity, Purchase Intention, Structural Equation Modelling

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