INTERACTIONS BETWEEN BRAND CONCEPT MARKETING AND PURCHASE INTENTION VIA WORD-OF-MOUTH: A CASE STUDY OF LUXURY BRANDED GOODS

Year 2019, , 146 - 161, 30.09.2019

Hsiang-hsi Liu Chia-mei Lo

https://doi.org/10.17261/Pressacademia.2019.1128

Abstract

Purpose- The main purpose of this study is to investigate the interactions and interrelationships between brand concept marketing and purchase intention through word-of-mouth (WOM) for luxury branded goods.

Methodology- The research process is as follows. First, the literature review is conducted in the headings of brand concept marketing, WOM and purchase intention. Then, the interview questionnaire, participant information and findings of the questionnaire were presented in the study. Finally, the empirical results and suggestions of customers, firms and marketers are discussed in the last part of the study.

Findings- The empirical results show that WOM is an important intermediary between brand concept marketing and purchase intention. The effectiveness of brand concept marketing can be used as an advertising medium. Specifically, it has been found that the factors of brand concept marketing have a positive impact on the elements of WOM and purchase intention.

Conclusion- The main conclusion indicate that firms/marketers need to more actively engage in doing and applying WOM to influence on customers' purchase intention.

Keywords

Brand concept marketing, word-of-mouth (WOM), purchase intention, luxury branded goods

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