scholarly journals The relationship between brand equity and intention to buy: the case of convenience stores

2020 ◽  
Vol 11 (2) ◽  
pp. 434
Author(s):  
Phuong Viet Le-Hoang ◽  
Giang Truong Nguyen ◽  
Huong Thanh Thi Phung ◽  
Vi Truc Ho ◽  
Nhan Trong Phan
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Ho Chi Minh City ◽  
Brand Awareness ◽  
Group Discussions ◽  
Brand Association ◽  
Intention To Purchase ◽  
Convenience Stores ◽  
The Relationship

The research aims to identify the components of brand equity that affect consumer purchasing intentions and measure the effect of brand equity components on the intention of consumer purchases at the convenience stores in Ho Chi Minh City. The authors conduct the group discussions, expert discussion, and then analyze data from 200 valid questionnaires with four components of brand equity, namely perceived quality, brand loyalty, brand association, brand awareness. The results of Exploratory Factor Analysis (EFA) show that all four elements have a positive effect on the customer' intention to purchase in the convenience store of Ho Chi Minh City. In particular, the brand association factor has the strongest influence, followed by perceived quality, brand awareness, and brand loyalty. This research contributes that the results confirm the theory of Aaker (1991), Brown and Stayman (1992), Cobb-Walgren et al. (1995), MacKenzie (1986) in the new context of convenience stores in Ho Chi Minh City, Vietnam. Besides, the study gives some recommendations to help convenience stores improve the elements of brand equity and it, to enhance attraction for consumers.

RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE DECISION

2019 ◽  
Vol 1 (1) ◽  
pp. 58 ◽  
Author(s):  
Fadilah Siali ◽  
Pang Jiayi ◽  
Mahani Mohammad Abdul Shakur ◽  
Siti Aisyah Ya'kob
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Fashion Industry ◽  
Urban Streets ◽  
Brand Association ◽  
Equity Model ◽  
The Relationship

Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear. 

Hubungan Brand Equity dan Minat Konsumen: Studi Kasus Perubahan Merek Produk Elektronilk Nasional-Panasonic menjadi Panasonic

2006 ◽  
Vol 1 (1) ◽  
pp. 23
Author(s):  
Petra Surya Mega Wijaya ◽  
Anita Puspitasari
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Correlation Method ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Name ◽  
Brand Association ◽  
The Relationship

It is known that brand has the power to attract consumer to buy a product or some services being represented. It also has the role to help the producers to achieve their sales target. Hence, construct a brand in a vigilant way is essential, prior to the competitive advantage that witl be gafned through it. Recently, there is a phenomenon when firms tend to reconstruct their old brand to o new brand name. In Indonesia, one of them is the case of the brand called National-Panasonic, which have been replaced by a new brand name Panasonic. The changing of theNational-Panasonic can obviously notice by the vanishing of this brand name in the Indonesia electronic market.Based on the cose of Panasonic, this research aim to examine the relationship between brand awareness, brand association, perceived quality, brand loyalty, and consumers' intention to buy. Furthermore this research also examines the relationship between brand equity and consumers intention to buy.For about 100 data were collected which comes fro* peoplereside in Surakarta-Central of Java, who have an experience on using the brand. Afterward the data are analyzed using the correlation method. The results show that brand awareness; brand association, perceived quality, brand loyalty, and brand equity are correlated with consumer's intention to buy.Keywords: Brand equity, brand owarness, brand loyalty, consumer's intention to buy

scholarly journals Impacts of Advertising and Sales Promotion on Brand Equity of Soft Drinks

2013 ◽  
Vol 216 ◽  
pp. 131-145
Author(s):  
LĂNG LÊ ĐĂNG
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Soft Drinks ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Brand Associations ◽  
Group Discussions ◽  
The Relationship

The paper aims to illuminate the relationship between advertising, promotions and brand equity. First of all, a preliminary research is conducted by means of group discussions and in-depth interviews to formulate a measurement scale. Then, to conduct the official research, 339 questionnaires are disseminated to respondents to collate data. The EFA, Cronbach?s Alpha, and CFA are utilized to test the scale. Hypotheses are tested by the SEM. Analytical results indicate that the determinants of brand equity in the soft drinks industry comprise: brand awareness, perceived quality, brand associations and brand loyalty. Advertising positively affects components of the brand equity; promotions can enhance the perceived quality; the brand awareness boosts brand associations; and the perceived quality promotes the brand loyalty.

Distribution Intensity and Purchase Behavior-mediating Role of Brand Equity in Oil Marketing Companies (OMCs): An Emerging Markets Perspective

2021 ◽  
pp. 227853372098702
Author(s):  
George Kofi Amoako
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Purchase Behavior ◽  
Brand Awareness ◽  
Brand Association ◽  
The Impact ◽  
Distribution Intensity ◽  
The Relationship

The purpose of this research study is to investigate the relationship between distribution intensity and purchase behavior of customers in the downstream petroleum industry in Ghana mediated by brand equity. Brand equity components are brand perceived quality, brand awareness, brand association, and brand loyalty. The study revealed that there is a positive relationship between distribution intensity and purchase behavior through brand equity. Structural equation modelling was used to investigate the relationship among channel location, store availability (distribution intensity), and brand equity (brand loyalty, perceived quality, brand association and brand awareness) and purchase behavior. The study revealed that brand equity mediates the relationship between distribution intensity and purchase behavior in the oil marketing companies (OMCs) in Ghana. This study extends the applicability of brand equity as a mediating variable to enhance the impact of location and service mart availability on purchasing behavior of customers. Additionally, this study provides an in-depth understanding of how the various components of brand equity of OMCs brands contribute to drive consumption experience and continual usage of OMC channels in Ghana. This study is based on a cross-sectional design, and since user behavior may change over time, a longitudinal study will be useful in the future.

scholarly journals The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

2019 ◽  
Author(s):  
Lingga Binangkitsari ◽  
Sulistiono
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Purchase Decision ◽  
P Value ◽  
Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

scholarly journals FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

2021 ◽  
Vol 13 (1) ◽  
pp. 1-22
Author(s):  
Evo Sampetua Hariandja ◽  
Aurellia Adeline ◽  
Ferdinandus Eric ◽  
Yossel Christopher
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Validity And Reliability ◽  
Brand Reputation ◽  
Relationship Of ◽  
The Relationship

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. Other objective of this study are to t he effect of brand loyalty, brand awareness, perceived quality and brand reputation on brand equity. The effect of brand equity on purchase intention To address the objectives of the study, a quantitative research design was implemented by distributing the questionaires to 360 Etude House Indonesia users and implementing the intruments that fulfilled the validity and reliability test requriements. The data were analyzed by SEM SmartPLS 3. The findings revealed that there was an effect of Brand popularity affects brand awareness, perceived quality, and brand reputation. Other results show that the counrry of brand origin affects brand loyalty, brand awareness and brand perceived quality. Also, Brand equity is determined by brand loyalty and brand reputation. While  Brand equity has a significant effect on purchase intention. In addition, brand equity also impacts on purchase intention. However, in this study the relationship of brand popularity to brand loyalty, the effect of country of brand origin on brand reputation, the effect of brand awareness on brand equity and the effect of perceived quality on brand equity is not supported in hypothesis testing. Keywords: Brand Popularity; Country of Brand Origin; Brand Loyalty, Brand Awareness; Perceived Quality; Brand Reputation; Brand Equity; Purchase Intention

scholarly journals ANALISIS PERBANDINGAN BRAND EQUITY PRODUK OLAHRAGA MEREK NIKE DENGAN MEREK ADIDAS

2019 ◽  
Vol 8 (12) ◽  
pp. 7154
Author(s):  
Ni Kadek Ayu Juniantari ◽  
Eka Sulistyawati
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Descriptive Analysis ◽  
Research Result ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Test Technique ◽  
Brand Association ◽  
Analysis Technique ◽  
Training Activities

This study aims to determine brand equity differences between Nike and Adidas from Denpasar athletes perception. The population in this study are all athletes in Denpasar who use the sport product brand Nike and Adidas to support training activities. The sample that used in this study is 100 respondents using Purposive Sampling method, and the data analysis technique used is Descriptive Analysis and T-test technique. Based on the research result, it shows that there are differences in brand awareness, brand association, perceived quality, and brand loyalty between Nike and Adidas sport product. Keywords : comparison, brand, brand equity, brand  awareness, brand association, perceived quality, brand loyalty

scholarly journals Penilaian Konsumen Tentang Ekuitas Merek Shopping Mall di Surabaya (Studi Pada Tunjungan Plaza, Surabaya Plaza, dan Mal Galaxy)

2018 ◽  
Vol 2 (1) ◽  
pp. 72
Author(s):  
ACHMAD ROFIAN DJUNAEDI ◽  
Sri Setyo Iriani
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Shopping Mall ◽  
Brand Awareness ◽  
Brand Association

Tunjungan Plaza, Surabaya Plaza, Mal Galaxy is part of a shopping mall that has a longevity brand in Surabaya, was established before the 2000th and still exist today. Tunjungan Plaza, Surabaya Plaza, and the Mal Galaxy have the outlet mall and tenant with famous brand, both brands from Indonesia and an international brand. Each of the shopping mall has a marketing strategy to build strong brand equity at the consumers perception. Brand equity may increase or decrease the value given by the shopping mall to the company or its customers. This research aims to determine consumer’s assessment of shopping mall brand equity in Surabaya, brand equity is measured by brand awareness, brand association, perceived quality, and brand loyalty. These results shows that Tunjungan Plaza is a shopping mall that brand awareness is remembered by most responden, most positively associated, and the highest brand loyalty, while the Mal Galaxy  is a shopping mall which considered by respondents to the best perceived quality. Overall, Tunjungan Plaza is a shopping mall which has the strongest brand equity in Surabaya.

scholarly journals Male And Female Influence On Hypermarket Brand Equity

2011 ◽  
Vol 7 (9) ◽  
Author(s):  
Hui-Chu Chen ◽  
Robert D. Green ◽  
James Miller
Keyword(s):  
Gender Differences ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Equity Theory ◽  
Perceived Quality ◽  
Consumer Product ◽  
Brand Awareness ◽  
Male And Female ◽  
Research Opportunities ◽  
Brand Association

Based on the customer-based brand equity theory (Keller, 1993) and its retail construct measures of brand loyalty, brand awareness, perceived quality, and brand association (Pappu, Quester, and Cooksey, 2006), gender differences are presented, tested and analyzed. The study finds that females have significantly higher brand association (p < 0.01) and total brand equity (p < 0.05). This article concludes with the implications and research opportunities for branding scholars and to consumer product manufacturers and retailers.

scholarly journals Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa di Bogor)

2016 ◽  
Vol 1 (1) ◽  
pp. 24
Author(s):  
Fredie Pratama ◽  
Jono M. Munandar
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Growing Up ◽  
Brand Association ◽  
Strong Position ◽  
Market Leader ◽  
High Level

<em>Isotonic drink is a new kind of product in Indonesian consumer goods. This kind of product entered Indonesian market in mid-80s. However, isotonic drink industry is growing up along with the increase of people’s welfare and awareness of body health. One of isotonic drinks marketed in Indonesia is Pocari Sweat, produced by PT Amerta Indah Otsuka, which is the market leader in Indonesian isotonic drink industry. High level of competition put more burdens on the producer. PT Amerta has to ensure that Pocari Sweat get a strong position on consumers’ minds. The objective of this research is to analyze Pocari Sweat’s brand equity. It covers several elements: brand awareness, brand association, brand’s perceived quality and brand loyalty. In order to see the overall competition among isotonic drinks, this research also involves several other brands such as ProSweat, Mizone, Aqua, and Coca-Cola. This research is conducted in three universities in Bogor; Bogor Institute of Agriculture (Institut Pertanian Bogor), Pakuan University and Ibnu Khaldun University. The result shows that in the element of brand awareness, Pocari Sweat is the most memorized brand. The association of brand image in brand association element shows that Pocari Sweat has two brand images: safe for health and fresh taste to kill thirst. Analysis on perceived quality with biplot method shows that Pocari Sweat has several attributive characteristics namely benefit, safe for health, eliminates dehydration and recharge stamina. Meanwhile, analysis in brand loyalty shows that Pocari Sweat doesn’t have a strong brand loyalty yet.</em>

Sign in / Sign up

Export Citation Format

Share Document